AccorHotels is tapping into the millennial market and they’re doing it by way of a new lifestyle brand, Jo&Joe.
To cater to the target market, the new brand will blend the “best of private rental, hostel, and hotel formats”, and will feature a completely reinvented experience in terms of approach, service, catering, and customer journey.
The new properties will be based in major city centers, but will aim to become part of the local community, a desire often expressed when millennials book private rentals on house-sharing sites like Airbnb.
Each Jo&Joe property will also feature an original accommodation concept such as yurts, hammocks and caravans to further individualize the stay.
Accor describes the new properties as “open houses” to welcome both townsters (people living nearby) and tripsters (people in town to explore).
Sébastien Bazin, chairman and chief executive officer of AccorHotels, said in a statement: “It wasn’t an easy brief to put into practice, particularly when you’re primarily targeting millennials, who can be very difficult to win over.”
To blend in with the surrounding neighborhood life, each property will host events and activities such as concerts, yoga classes or DIY workshops.
One thing that’s sure to get millennials together is the bar, which will be built with a “unique design and high visibility”, and will feature a local craft beer or wine of the respective city.
Other features include a collaborative kitchen where guests can cook their own meals, a laundry area, regular hotel rooms, and hostel-style shared rooms.
Frédéric Fontaine, senior vice president at Global Marketing Innovation Lab, said, “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.”
Accor is targeting to open 50 Jo&Joe properties by 2020, and some of the cities in the pipeline are Paris, Bordeaux, Warsaw, Budapest, Rio de Janeiro, and Sao Paolo.