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.


Products / Other
Feb 21, 2019

Coffee Table Books for the Adult-ish Traveler

There are few things as adult-ish as a well-designed living space. When you stop strewing your Ikea coffee table with old magazines and straw wrappers, and start creating a “lewk” that’s more your style, it’s time to invest in a coffee table book. Sometimes pricey, these are not the tomes you curl up with in your cozy chair. They’re often hefty, artistic and fun and, if chosen correctly, a true representation of your own sense of style and interests.

Work and Play in Italy

ONCE THE FINAL MEETING WRAPS and the last contract is signed and sealed with a handshake, what’s next? Do you catch a flight back home or do you take advantage of the destination? If your next business trip is to Italy, we suggest adding a few more days to explore the country’s most amazing hot spots. Make time for more than a mouthwater- ing Italian meal in these three cities.

Feb 21, 2019

Seaweed Skincare from OSEA

Founded in 1996, OSEA is committed to harnessing the power of natural ingredients for use in beauty products.

Tips / Destination
Feb 20, 2019

Best Pubs in Belfast

Pub culture is a big deal in Belfast, and there are plenty of watering holes where you can have a quiet drink or a big night out. Here are some of the best.

Work and Play in Italy

Once business concludes, a world of wonder awaits in many of Italy’s incredible cities.

Tips / Travel
Feb 20, 2019

Fighting Seasickness on Cruises

Cruises represent the ability to escape from everyday life for a week of luxury and relaxation. The anxiety many face at the beginning of a trip is seasickness.