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A room at Tribe Perth (photo: Accor)

Accor launches luxury collection plus design brand

Tribe is a lifestyle brand to be in 150 destinations by 2030, while The House of Originals is a network of unique global properties.

Accor has launched two new brands – a luxury global collection called The House of Originals and the lifestyle-orientated Tribe.

The French hotel giant is working in partnership with the LA-based hospitality management group SBE on The House of Originals collection of luxury hotels, which includes properties such as Sanderson and St Martins Lane in London, 10 Karakoy in Istanbul and the Shore Club in Miami Beach.

Accor bought a 50% stake in SBE in 2018 and will now help to establish The House of Originals brand internationally through its global distribution and marketing platforms.

“We are always looking to create memorable experiences,” said Sam Nazarian, SBE’s founder and chief executive.

“The House of Originals will include our existing incredible destinations and create a community and network of unique global properties.”

Part of the tribe
Separately, Accor is launching a brand called Tribe, which claims to offer “a high-quality hotel experience at an affordable price”.

Design will be a vital feature, with furniture and furnishings emanating from design houses such as Jean-Paul Gaultier and Tom Dixon.

The first 126-room Tribe property has opened in Perth and there are ten openings due in Europe, starting with Tribe Glasgow later this year, as well as Asia Pacific by 2022, combining more than 1,700 rooms.

“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 and Bangkok,” explained Gaurav Bhushan, Accor’s chief development officer.

Bhushan added that the brand will be making its debut in 150 international destinations by 2030.

Accor is known for frequently acquiring new brands – in 2018 it acquired as many as 14 brands, most of them adding to the group’s growing lifestyle portfolio. Overall, it has around 4,800 hotels and 704,000 rooms in over 100 countries.

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