Accor is expanding its portfolio of midscale brands with the birth of TRIBE announced on March 4 and the opening of the first hotel in Perth, Australia. Premium design, space optimization and improved services are its founding pillars to please customers and offer owners and investors "a product that guarantees superior financial results".

The Accor group is expanding its lifestyle brands and services, already present through the ongoing deployment of JO&JOE and partnerships with 25Hours, Mama Shelter and sbe Entertainment, with its newest product: TRIBE. The essence of the brand is based on space optimization and design enhancement to boost customer perception.

Common areas and rooms have received special attention to heighten the impression of volume. The hotel is also designed as a "hub" opening outwards and providing workspaces and convivial spaces. Interior design will give visibility to design objects signed by famous names such as Jean-Paul Gaultier and Tom Dixon. On the restaurant and bar side, a TRIBE food corner will offer regional and seasonal products.

The first TRIBE hotel, offering 126 rooms, has opened in Perth, a stone's throw from the Kings Park Botanical Garden. The Accor group has already announced 10 additional openings totalling 1,700 rooms by 2022 in Europe and Asia Pacific and hopes to make its new brand an unconditional success in the major capitals.