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Accorhotels has launched a new brand – Jo and Joe to appeal to the younger traveller and rival similar brands such as Marriott’s Moxy and Aloft brands.
The hotelier says that the new brand “blends the best of private-rental, hostel and hotel formats.”
It aims to have 50 properties by 2020, with locations “including Paris and Bordeaux (2018) as well as Warsaw, Budapest, Rio and São Paulo.”
The brand is aiming at city-centre locations close to public transport “less than 15 minutes away from the major points of interest”.
Jo and Joe properties describes its properties 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 hotel’s food will start at €10 for a menu, with a grill, open flame barbecue, wok or wood fire pizzas. Room rates will start from €25 a night:
The “Happy House” is a private area where travellers can “relax, work, cook or wash their clothes, just like at home”.
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).
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