Accor expands in New Zealand, a ‘vote of confidence’ in a bright tourism future

The potential for future growth in international and domestic travel has prompted an expansion of Accor’s New Zealand hotel network, including the launch of two new brands into the country within a month of each other.

Accor, New Zealand’s largest hotel operator, now operates 49 hotels and 6200+ rooms nationwide with the addition of TRIBE Auckland Fort Street and JO&JOE Auckland.

New brands redefine Auckland’s hospitality scene

TRIBE Auckland Fort Street opened on 14 October and will soon be joined by JO&JOE Auckland – which is part of Ennismore, the fastest-growing lifestyle hospitality company – just around the corner on Fort Street in early November. Ennismore is in a joint venture with Accor, which holds a majority shareholding.

These two brands bring fresh perspectives to Auckland’s accommodation scene, appealing to new generations of travellers with design-driven and community-minded concepts.

TRIBE has already made its mark across Australia, Asia and Europe with its bold, design-led experience at affordable prices. TRIBE Auckland Fort Street thrives with energy, offering inviting spaces to work, relax, or connect. Sienna restaurant sits at the centre, serving a sun-soaked So-Cal menu of tacos, shareable plates, and vibrant dishes. Lounge areas, communal tables, and cosy nooks make it perfect for coffee, cocktails, and cityside gatherings.

Ennismore’s JO&JOE redefines the hostel experience. Launched in France in 2017, the brand blends the best of hotels, hostels, and private rentals to meet the expectations of modern, social travellers. Following its expansion across Europe and Brazil, JO&JOE Auckland will be the brand’s first opening in Asia Pacific.

Set on Auckland’s Fort Street, the new property brings a contemporary twist to the hostel scene – blending spontaneity, affordability, and social connection for the next generation of travellers. It will offer a mix of 75 dorm-style and private rooms, totalling 293 beds, along with a rooftop bar and communal spaces.

Both properties are owned by Accor’s long-time New Zealand partner, CP Group.

Accor’s growth momentum will continue into 2026, with the opening of Pullman Hamilton, a 191-key hotel being developed by Mistry Centre Ltd that expands the Group’s premium footprint in the Waikato region.

Accor NZ hotel performance

New Zealand occupancy for the remainder of 2025 is 1.5 percent higher than for the same period last year, with Queenstown benefiting strongly from a 13 percent year-on-year increase in Australian arrivals to New Zealand (as of September) and growth in small and large meetings, as well as corporate travel across all months.

Auckland occupancy has also increased, though has fluctuated according to events, with sport and concerts spiking demand.

Looking ahead, Accor is well-positioned to benefit from the opening of the New Zealand International Convention Centre (NZICC) in February 2026. The new centre is expected to generate significant demand for hotel accommodation in Auckland, helping absorb recent growth in supply and supporting occupancy and rate performance across the city.

Forecasts for 2026 show that occupancy is ahead 3.5 percent compared to 2025, with Auckland’s performance driven by leisure groups across all months, and by the Jehovah’s Witness global event being held at Ellerslie in January, which is expected to attract thousands of visitors in a traditionally off-peak month. Conference and leisure travel is also boosting forecast occupancies for Accor’s Wellington hotels in 2026.

Confidence in a growing tourism market

Accor Pacific Chief Operating Officer Adrian Williams says the outlook for New Zealand’s tourism and hospitality sector remains bright, buoyed by record international arrivals and the expansion of the hotel group’s local network.

“While there is no denying that the current economic situation in New Zealand is challenging, the weakened NZ dollar and the country’s continued reputation as a prime destination to visit are seeing strong growth in international tourism – and we remain confident this will continue,” Mr Williams said.

He noted that international air capacity is almost back to pre-Covid levels, with Australian arrivals at record highs.

“It is also encouraging that international flights to Hamilton have recommenced after 13 years, as we will open a Pullman hotel in the city next year in addition to our existing Novotel and ibis hotels,” he said.

“This potential for growth is why we are focused on strengthening our presence in international gateway markets, diversifying our portfolio, and investing in communities across the country.”

Williams said the group’s two new Auckland openings – TRIBE Auckland Fort Street and JO&JOE Auckland – reflect Accor’s commitment to tapping into emerging markets and evolving traveller preferences.

“There is no doubt that design-led hotels that place greater emphasis on making guests feel ‘at home’ by providing more vibrant living spaces are what travellers want today. TRIBE will reshape the traditional hotel experience, enabling guests to live, work and play in contemporary interiors.

“The debut of JO&JOE by Ennismore in New Zealand will be a game-changer as this brand totally elevates the hostel experience and will resonate strongly with international visitors who want the benefits of a communal hospitality stay but with quality accommodation and facilities.”

He said recent years had seen substantial network growth, citing the Te Arikinui Pullman Auckland Airport and Wairakei Resort Taupō, following Accor’s partnership with Bayview International Hotels & Resorts.

“We are also seeing great interest in extended stay accommodation. Brands such as Peppers, The Sebel, and Mantra continue to perform well, with properties such as The Sebel Wellington Lower Hutt and Mantra Lake Tekapo delivering exceptional guest experiences. With over 10,000 rooms across this segment in Australasia, extended stay is a natural growth area.

“With new brands, strong and established partnerships with local owners, renewed energy, and a deep connection to place, we believe the future of hospitality in New Zealand is bright.”