To meet the expectations of value conscious and globetrotting Millennials, Accor has announced the launch of a new brand named, Jo& Joe. Joe &Joe will offer a blend of facilities and experience among a hostel, hotel and vacations rental homes like Airbnb.
This will be the 14th brand to join the French hospitality group’s brand portfolio. Jo& Joe will provide low lost accommodations starting at EUR 25 per night and aims to attract tech savvy solo travellers, couples, groups in the 18-35 years bracket and families on a budget trip.
All properties will be strategically located in close vicinity of tourist attraction and will be easily accessible by public transport. Starting with Europe and building a presence in cities like Paris, Warsaw and Budapest Accor plans to open 50 properties globally by 2020.
Accommodation will primarily be hostel style in a shared format with private bathrooms and designated laundry spaces. With facilities like Yoga, DIY workshops, community kitchen, open barbeque spaces and events like concerts, the Jo& Joe hotels will be designed to facilitate social interactions among guests.
This is not the first time major hotel chains have tried to attract the mid scale millennial travellers. Earlier this year Hilton launched the brand Tru geared towards the millenials. Tru already has a presence of over a hundred hotels mainly across the US and Canada. Tru again is geared towards today’s tech savvy travellers and offers social experience in lounging, working, playing and eating zones.
The fact that guests can now gain loyalty points with brands like Jo& Joe and Tru is a positive compared to spending money on an Airbnb rental. It will also be interesting to see whether these new brands will be jeopardise the revenue of some existing budget brands like Ibis and Formule 1 . At the rate Airbnb has scaled, there definitely is a market for value accommodations that focus on experience and adding a touch of loyalty is another great thing.
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