AccorHotels Launches Millennial-Inspired Brand JO&JOE
PHOTO: The Happy House Sequana Paris Showroom. (Rendering courtesy of AccorHotels).
AccorHotels is hoping to successfully blend a slew of popular hospitality industry concepts with the launch of its latest brand, JO&JOE.
The French hotel company announced this week that the brand will "blend the best of private-rental, hostel and hotel formats" and will boast as many as 50 properties by 2020.
Aimed at millennial travelers, the new concept is similar to a hostel in that guests share several spaces, including a communal seating area known as Out Of the Ordinary or "OOO!" that features yurts, hammocks and caravans.
The properties will also feature a modular sleeping area that includes beds, private lockers, reading lights and USB ports, among other amenities.
For traveling couples or families seeking more privacy, JO&JOE properties will also boast rooms and apartments that can accommodate between two and five guests. The rooms are equipped with a private bathroom and, in some cases, a private kitchen.
Another highlight is the "Happy House," a private area where guests can relax, work, cook and do chores like washing their clothes.
The brand's unique and interactive design aims to draw both locals and guests alike and is enhanced by a catering menu starting at $11 and a bar area that is visible from the street.
"JO&JOE represents the very essence of hospitality: welcoming, exciting and beyond our guests' expectations," said AccorHotels Chairman and CEO Sebastien Bazin in a statement.
"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 the senior vice president of the company's Global Marketing Innovation Lab, Frederic Fontaine in his own statement. "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."
JO&JOE rates will start as low as $27 per night and planned locations currently include Paris, Bordeaux, Warsaw, Budapest, Rio de Janeiro and Sao Paulo.
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