The launch of a new hotel brand is always an exciting event in the hospitality scene. AccorHotels is the latest group to come up with a proposition targeted to millennials with its new brand, JO&JOE but goes a step further by incorporating elements not just from traditional hotels but also from hostel and even private rental formats.
Moving into the co-living scene is a pretty new and bold move for a giant hospitality chain and Accor is the only one I know that is going into this direction. The JO&JOE brand is set to expand quite rapidly, with up to 50 locations by 2020 mostly in key European destinations such as Paris, Warsaw and Budapest as well as in South American destinations such as Rio de Janeiro and Sao Paulo. The properties are set to open in city center locatons, near tourist attractions which is basically what many of Europe’s top hostels offer.
Communal spaces – long the hallmark of “flashpacker” hotels and hostels – will be the centerpiece of the JO&JOE brand. Activities will include concerts, DIY workshops and yoga classes which aim to bring together not just travelers but locals as well.
The properties, though categorized as “economy,” will be design-focused. The chain brought in UK design company Penson to create the aesthetics. I’ve only seen mock ups but they look pretty snazzy!
Here are the other things that future guests can expect from the JO&JOE brand:
- The bar is central to the JO&JOE social experience. Its unique design and high visibility from the street encourage local residents to join guests to enjoy a wide range of drinks, focused on a flagship product (wine, beer or cocktails), with a unique selection promoting local and craft
- Local, affordable craft cuisine delivers quality without the JO&JOE offers a range of simple and authentic restaurant concepts with a warm atmosphere: grill, open flame barbecue, wok or wood fire pizzas.
- The collaborative kitchen offers guests a showcase for their culinary talents and a stage for sharing their best recipes. Guests wanting to keep their budget under control can use the space to cook meals, just for themselves or for a whole
- The Happy House is a private area where Tripsters can relax, work, cook or wash their clothes, just like at home
- Together, which embodies the essence of the brand, is an ingenious modular sleeping area that guests share without sacrificing privacy. In addition to spacious beds, private lockers, reading lights and USB ports, guests have access to shared recreation areas and bathrooms.
- Yours consists of rooms and apartments for two to five people with a private bathroom and, depending on the format, a kitchen space offers a completely different look from a conventional hotel room thanks to originally shaped and extremely comfortable
- OOO! (Out Of the Ordinary) offers unexpected accommodation for people traveling alone or in groups of up to six people. Different at each JO&JOE venue, these original formats include yurts, hammock and caravans and ensure guests have unforgettable