AccorHotels has launched a new brand, JO&JOE, “designed to meet the expectations of millennials and all those who value sharing, spontaneity and experience.”
The hotel group describes the new brand as “a vibrant living space” and “one that “was co-constructed with its future guests and disrupts traditional codes”, as well as “blends the best of private-rental, hostel and hotel formats”
It said the project is “an example of ‘excubation’ led by AccorHotels’ Marketing Innovation Lab, which identifies, tests and shares customer- centric and disruptive solutions that can generate additional revenue for the group.”
Plans are to open 50 hotels by 2020 in destinations popular with millennials in locations include Paris and Bordeaux (2018), Warsaw, Budapest, Rio and São Paulo.
The locations will be in bustling city centres that are close to public transport and less than 15 minutes away from the major points of interest.
A bed in JO&JOE to get up close and cosy.
Sébastien Bazin, chairman and chief executive officer of AccorHotels, said the brief for the new brand was to “break with tradition, forget old habits, be surprising, authentic, unexpected, bring a breath of fresh air to AccorHotels. Do it quickly and do it well.”
Although it was not easy to put the brief into practice particularly when primarily targeting millennials, who can be very difficult to win over, “but with the launch of our new brand, JO&JOE, we have now more than met that challenge.”
Added Frédéric Fontaine, senior vice president, global marketing for Innovation Lab: “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.
“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 Happy House is a home away from home.
JO&JOE is aimed at ‘Townsters’ (people living nearby) and ‘Tripsters’ (people in town to explore). It promises to offer “innovative accommodation solutions” for people travelling alone, in pairs, in groups or as a family with rates starting 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 is a 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 space.
- OOO! (Out Of the Ordinary) offers 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.
Guests wanting to keep their budget under control can use the collaborative kitchen to cook meals, just for themselves or for a whole tribe.
Travellers share spaces at Together.
• All images credit (JO&JOE hotels): AccorHotels
