Accorhotels launches hip new brand

Budget brand aims directly at millennials
Accorhotels has launched a new brand, Jo and Joe, which it says “blends the best of private-rental, hostel and hotel formats”. It aims to have 50 properties by 2020.
Locations for the properties include Paris and Bordeaux, both 2018, as well as Warsaw, Budapest, Rio and São Paulo. City-centre locations are the focus, close to public transport.
The French hospitality giant has released visuals of the hotels’ new design, along with descriptions of what guests may expect.
In general, Jo and Joe properties are described 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 of Accorhotels’ 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.”
Room rates will start from €25 a night and the hotels’ food will start at €10 for a menu, with a grill, open-flame barbecue, wok or wood-fire pizzas.
There will also be a “collaborative kitchen offering guests a showcase for their culinary talents and a stage for sharing their best recipes. Guests wanting to keep their budget under control can use the space to cook meals, just for themselves or for a whole tribe”, the company says. The Happy House, meanwhile, will be a private area where guests can relax, work, cook or wash their clothes, “just like at home”.
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