French hotel group AccorHotels unveiled a new, innovative concept: Jo&Joe. The economy brand was designed to meet the expectations of Millennials, with 50 properties set to open by 2020.A hybrid concept, AccorHotels' latest brand aims to blend private-rental, hostel and hotel formats. The project is an example of "excubation" led by AccorHotels' Marketing Innovation Lab, which identifies, tests and shares customer-centric and dispruptive solutions. Its teams partnered with future guests, external experts, the group's Shadow Comex, and teachers and students from the Webschool Factory, a Paris-based management school specializing in design, marketing and digital technology.
Jo&Joe aims to welcome international guests as well as locals. Branded properties will be open houses with commons areas, blending genres and promoting interaction between guests. Catering is based on research and in-depth analysis into Millennials' aspirations. Offerings will be affordable, with a focus on local products and simple, healthy flavors. Like in a traditional youth hostel, guests will be able to use the space to cook meals.
Disruption at Jo&Joe also takes the form of innovative accommodation solutions for people traveling alone, in pairs, in groups or as a family. Four concepts will co-exist: the "Happy House", a private area to work, cook or relax. "Together"is a modular sleeping area, with 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 area. Finally, "OOO!" (Out Of the Ordinary) offers unexpected accommodations for people traveling alone or in groups. Different at each Jo&Joe venue, these original formats include yurts, hammocks and caravans.
"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 the challenge. I'm extremely proud of the work accomplished by the AccorHotels treams 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 CEO of AccorHotels.
Jo&Joe aims to expand rapidly by opening 50 properties by 2020, especially in destinations popular with Millennials such as Paris and Bordeaux (2018), as well as Warsaw, Budapest, Rio and São Paulo. Venues will take root in bustling city-center locations, close to public transport and major points of interest.
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