Carefully crafted accommodations combine a trendy feel with choice amenities to target younger, midscale customers, including locally sourced food, bike rental and co-working spaces

French multinational hospitality company Accor recently launched a lifestyle brand called Tribe to engage the midscale travel market with a curated and high-quality experience. The hotel group has been making moves into the lifestyle sector for some time, with a loyalty program, Accor Live Limitless, that works through partnerships with other brands selling experiences.

The Tribe hotels emphasize sleek and art-conscious design, user-friendliness and creative areas, as well as a back-to-basics approach — offering guests only what they want, and nothing they don't. In its press release, Accor is positioning Tribe as an “alternative that boosts lifestyle,” in what seems like an effort to attract millennials, taking note of attractive assets such as locally sourced food products in its cuisine, and other perks like bike rental services, a fitness center and co-working spaces.

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There's one Tribe hotel already open in Perth, Australia, with 10 more in the works and 50 in negotiation. The 126 rooms available in the Perth location will be joined by approximately 17,000 more once the 10 locations underway are completed by 2020.

Accor

French multinational hospitality company Accor recently launched a lifestyle brand called Tribe to engage the midscale travel market with a curated and high-quality experience. The hotel group has been making moves into the lifestyle sector for some time, with a loyalty program, Accor Live Limitless, that works through partnerships with other brands selling experiences.

The Tribe hotels emphasize sleek and art-conscious design, user-friendliness and creative areas, as well as a back-to-basics approach — offering guests only what they want, and nothing they don't. In its press release, Accor is positioning Tribe as an “alternative that boosts lifestyle,” in what seems like an effort to attract millennials, taking note of attractive assets such as locally sourced food products in its cuisine, and other perks like bike rental services, a fitness center and co-working spaces.