Global powerhouse hotel operator Accor has launched a new brand “Jo & Joe”, which “blends the best of private-rental, hostel and hotel formats”.
Blurring the lines between hotel and hostel is fast becoming the fashion, with hybrid hotel / hostel groups Meininger in Europe and Freehand across the USA having successful business operations.
Hostels for a long time have been the poor distant cousins of the big hotel operators, and often looked down on by the major groups and hotel operators. With millennial spending on the increase however, hostels and hybrid hostels are suddenly being taken very seriously as the market has matured considerably.
From an original article published in Business Traveller, Accor aims to have 50 properties live by 2020 around the globe including Paris, Bordeaux, Warsaw, Budapest and Rio.
The article comments:
The brand is aiming at city-centre locations close to public transport “less than 15 minutes away from the major points of interest”.
Accorhotels has released visuals of the new design of the hotels, along with descriptions of what guests may expect.
In general, Jo and Joe properties are described as “a vibrant living space, a home that is open to the external world and designed to meet the expectations of Millennials and all those who value sharing, spontaneity and experience”.
“More than just an accommodation solution, JO&JOE has been conceived as an experience enhancer thanks notably to its offbeat design, innovative digital ecosystem and catering offerings,” said Frédéric Fontaine, Senior Vice President, Global Marketing Innovation Lab. “With its “open house” concept, the brand diversifies the customer journey by welcoming guests as well as locals, who treat JO&JOE venues as an annex of their living room.”
The brand is aimed at Townsters (people living nearby) and Tripsters (people in town to explore). The hotel’s food will start at €10 for a menu, with a grill, open flame barbecue, wok or wood fire pizzas, although intriguingly tis is described as a “collaborative kitchen offering guests a showcase for their culinary talents and a stage for sharing their best recipes. Guests wanting to keep their budget under control can use the space to cook meals, just for themselves or for a whole tribe”.
Room rates will start from €25 a night:
The “Happy House” is a private area where Tripsters can relax, work, cook or wash their clothes, just like at home.
“Together”, which embodies the essence of the brand, is an ingenious modular sleeping area that guests share without sacrificing privacy. In addition to spacious beds, private lockers, reading lights and USB ports, guests have access to shared recreation areas and bathrooms.
“Yours” consists of rooms and apartments for two to five people with a private bathroom and, depending on the format, a kitchen area. Ideal for small groups and families, the space offers a completely different look from a conventional hotel room thanks to originally shaped and extremely comfortable beds.
“OOO!” (Out Of the Ordinary) offers unexpected accommodation for people traveling alone or in groups of up to six people. Different at each JO&JOE venue, these original formats include yurts, hammock and caravans and ensure guests have unforgettable experience.
The design for the new hotels has been “co-constructed with UK design company Penson” (also known for flagship designs including campuses for Google, YouTube, Jaguar Land Rover, Playstation, Jay Z’s ROCnation and interiors of the world’s 5th tallest building, Lotte World Tower).