AccorHotels Introduces Millennial-Geared Brand

by Holly Riddle

Nov 1, 2016

© Tomnex | Dreamstime

Trends / Top Trends

AccorHotels introduces a new brand blending homesharing, hotels and hostels. JO&JOE offers a reinvented approach to hospitality, catering and customer service, with a focus on quality and millennial travel. The brand reflects a collaborative creation process, incorporating input from guests, students, experts and more.


AccorHotels plans to open 50 JO&JOE properties in the next four years, in destinations such as Paris, Bordeaux, Warsaw, Budapest, Rio and São Paulo. All properties are planned for central, urban locations, near public transportation and large attractions.


“Break with tradition, forget old habits, be surprising, authentic, unexpected, bring a breath of fresh air to AccorHotels. Do it quickly and do it well. 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. But with the launch of our new brand, JO&JOE, we have now more than met that challenge. I’m extremely proud of the work accomplished by the AccorHotels teams in mobilizing the energy necessary — both inside and outside the group — to bring this enormous project to life. JO&JOE represents the very essence of hospitality: welcoming, exciting and beyond our guests’ expectations,” said Sébastien Bazin, chairman and CEO, AccorHotels.


Properties encourage guest interaction, with a full calendar of group events from yoga classes and concerts to workshops. The JO&JOE bar is crucial to guest and local interaction, and features local, craft products. Guests enjoy a collaborative kitchen, where they can cook for fellow guests or just themselves, while also choosing from an array of traditional dining options.


Accommodations vary, with options for guests wanting to live in a hostel-type space without sacrificing personal privacy. Traditional hotel accommodations are also available, but each feature a unique aspect, such as sleeping hammocks, yurts or a caravan.



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