Accor continues to expand its portfolio and is launching a new lifestyle brand in the midscale segment, Tribe.

Renowned for its expertise in the economy and midscale sector and now a major name in luxury hotels, Accor continues to establish itself in the lifestyle sector in order to offer an ever-greater range of experiences and to satisfy the needs of its customers and partners.

Accor’s new brand was created in response to a simple fact: today, more than ever before, travellers seek a high-quality hotel experience at an affordable price.

Tribe aims to surprise them with an original, exciting and carefully curated offer that focuses on style rather than price.

The brand seeks to meet the expectations and requirements of customers in a ground-breaking way.

The concept targets an international clientele of regular travellers.

Whether traveling for business or leisure purposes, the Tribe community is just like today’s men and women: independent, curious and adventurous.

At Tribe, design finds its expression beyond the details.

In each living space and for every service, particular attention has been paid to user-friendliness without overlooking either style or comfort.

Everything has been designed to increase the sense of space, enhance the decor and improve the customer perception.

The modern style is complemented by artfully designed objects giving the perception of an upscale space.

Moroso chairs, an array of Jean-Paul Gaultier cushions, lamps provided by the renowned British designer Tom Dixon.

From the lobby to the guest rooms, and encompassing the common areas, each Tribe object has been carefully crafted, selected and installed in order to bring a distinctive decor to the hotel.

Tribe currently consists of one address (with 126 rooms) just a stone’s throw away from the botanic garden at Kings Park, Perth, Australia – one of the largest inner-city parks in the world.

Ten other openings are already scheduled to take place by 2022 in Europe and Asia Pacific, totalling more than 1,700 rooms.

Tribe has been designed to appeal not only to guests, but to owners and investors as well with a product that guarantees superior financial returns thanks to improved customer perception based on economical spaces and services.

Gaurav Bhushan, chief development officer at Accor, said: “The pipeline of over 50 hotels currently being negotiated for the coming years leads us to believe that the Tribe brand will achieve significant growth all over the world including in gateway locations such as Paris, London, Singapore, Dubai Bangkok.

“It will be making its debut in 150 international destinations by 2030.”