Accor launches two new hotel brands

The hotel firm is working in partnership with hospitality group SBE on The House of Originals collection of luxury properties, which includes existing hotels such as Sanderson and St Martins Lane in London, Istanbul’s 10 Karakoy and the Shore Club in Miami Beach.

Accor, which purchased a 50% stake in SBE in 2018, will now help to establish The House of Originals brand internationally through its global distribution and marketing platforms.

Sam Nazarian, SBE’s founder and chief executive, said: “We are always looking to create memorable experiences. The House of Originals will include our existing incredible destinations and create a community and network of unique global properties.”

In a separate move, Accor is launching another hotel brand called Tribe, which is described as offering “a high-quality hotel experience at an affordable price”.

Design will be an important feature of Tribe hotels, with furniture and furnishings from designers such as Jean-Paul Gaultier and Tom Dixon.

Tribe currently has just one property open in Perth, Australia, but has 10 openings scheduled in Europe and the Asia Pacific region by 2022, leading to a total of more than 1,700 rooms.

When it opens later this year, Tribe Glasgow will be the first property in Europe for the brand.

Gaurav Bhushan, chief development officer at Accor, said: “The pipeline of over 50 hotels currently being negotiated for the coming years leads us to believe that the Tribe brand will achieve significant growth all over the world including in gateway locations such as Paris, London, Singapore, Dubai and Bangkok. It will be making its debut in 150 international destinations by 2030.”