The Jo&Joe brand has managed to renew the ageing image of the youth hostel by offering a real experience to its customers during their stay. Already present in Europe, the brand has strong ambitions to expand internationally as demonstrated by the opening of two new establishments in Medellin and Rio.
Jo&Joe Medellin, the brand's first property in Colombia, is located in El Poblado, Provenza. The location is a strategic choice, as this area is the most touristic zone of the city with many gastronomic and entertainment addresses. It is therefore a suitable area for the establishment of a Youth Hostel 2.0. Medellin airport is also easily accessible from this location.
The hotel has 186 beds, a restaurant and bars, one of which is located on the eighth floor of the rooftop, with a view over the city. All common areas of the hostel are accessible to both guests and local visitors. The design of the hotel is simple and minimalist.
Jo&Joe Rio de Janeiro
Also the brand's first address in Brazil, Jo&Joe Rio de Janeiro is located in the architectural complex of Largo do Boticário, at the foothills of Corcovado and Christ the Redeemer. The Largo do Boticário is an emblematic place of the city and has been classified as a historical monument by the State Institute of Cultural Heritage (INEPAC) since 1987. The installation of Jo&Joe in this place is not a coincidence, as it is currently undergoing requalification and renovation.
The hostel will have a surface area of 4,158 m² built on a total surface area of 6,000 m², with 320 beds for up to 10 people, but also private rooms. The offer will be completed by a restaurant, two bars, three swimming pools, a games room and a coworking area with meeting rooms.
The Jo&Joe's concept
The brand's first address was opened in Hossegor in 2017, offering a hybrid and offbeat accommodation concept, halfway between a youth hostel, a hotel and a living space. Jo&Joe thus injected a breath of fresh air into the hospitality sector, particularly in the youth hostel segment which had an outdated image. Since then, 3 new Jo&Joe addresses have opened their doors: Paris Nation, Paris Gentilly and Vienna in Austria.
The focus is on the common areas so that they become real meeting and exchange places. In addition, each hostel has its own festive programme, with a permanent stage hosting DJ sets, live bands and stand ups. This concept is primarily aimed at generation Z, who are big consumers of these inexpensive lifestyle addresses, but also at families and digital nomads with its coworking spaces.
We are convinced that Jo&Joe responds to the desires of all types of travellers and we have noticed an even stronger expectation of our clients' needs over the last two years. Today, they are looking for experiences, memories and encounters, and this is what we strive to develop in each of our establishments.
François Leclerc, Deputy Brand COO for Jo&Joe, Ennismore
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