AccorHotels unveils new millennial brand
AccorHotels has announced there will be a total of 50 venues set to open by 2020 in destinations popular with millennials under the umbrella of its latest brand, JO&JOE.
“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 chief executive officer of AccorHotels.
“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. 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. The project is also a reflection of the Group’s cultural and managerial transformation, which shapes JO&JOE’s approach to hiring, management and service, another of the brand’s distinctive components,” added Frédéric Fontaine, senior vice president, Global Marketing Innovation Lab.
According to a new statement from the company: “JO&JOE venues will take root in bustling city-center locations that are close to public transport and less than 15 minutes away from the major points of interest.
“The project is an example of ‘excubation’ led by AccorHotels’ Marketing Innovation Lab, which identifies, tests and shares customer- centric and disruptive solutions that can generate additional revenue for the group. The JO&JOE brand is the result of a co- construction process with future guests, external experts, students, the shadow executive committee and AccorHotels teams, with the overarching aim of challenging conventions and imagining the future of hospitality, catering and social interaction.”
AccomNews is not affiliated with any government agency, body or political party. We are an independently owned, family-operated magazine.
