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Tribe and The House of Originals – new brands in Accor’s portfolio

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Accor continues to expand its portfolio by introducing two new lifestyle brands: TRIBE and The House of Originals. Initially known for its economy and mid-range segments, and now also luxury hotels, Accor is increasing its presence in the lifestyle sector, offering more experiences and meeting the needs of its customers and partners.

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The TRIBE brand was created in response to the fact that travelers seek high-quality hotel services at affordable prices. TRIBE aims to surprise guests with an original, exciting, and carefully curated offer that focuses on style rather than price. TRIBE transforms the traditional hotel experience, allowing guests to live, work, and play in contemporary interiors.

TRIBE will focus on sleek design – common hotel areas, as well as guest rooms, create a sense of greater space by opening up to the outside. The modern style is complemented by thoughtfully crafted items that enhance the sense of space. Moroso chairs, Jean-Paul Gaultier cushion sets, and lamps by renowned British designer Tom Dixon, among others. From the lobby to the guest rooms and encompassing common areas, every TRIBE property has been meticulously crafted, selected, and installed to introduce a distinctive decor to the hotel.

Reflecting this sleek design, TRIBE goes back to basics to give customers what they want and nothing more. In the rooms, guests will find storage space under the bed, the ability to relax in front of a Smart TV, or enjoy a refreshing shower with professional Kevin Murphy products. Nespresso coffee pods and T2 tea bags are complimentary, replacing the costly minibar. A Grab & Go station is also available 24/7.

A room in Hotel Sanderson

The second brand, The House of Originals, is being developed in collaboration with sbe – a leading international hospitality group that includes boutique properties created by Ian Schrager. The House of Originals is a luxury collection characterized by a bold spirit that challenges and inspires. It will include Sanderson and St. Martins Lane in London, 10 Karakoy in Istanbul, and Shore Club in Miami Beach.

The House of Originals combines the best elements. This new brand will create a community for its guests, based on luxurious experiences and centered around sbe's iconic culinary and mixology offerings. Sam Nazarian, founder and CEO of sbe, states: “At sbe, we are always looking for opportunities to create unforgettable experiences, and The House of Originals will include our current incredible properties Sanderson, St. Martins Lane, Shore Club, and 10 Karaköy, creating a community and network of unique global properties. I am proud to work closely on this project with the Accor team, which will provide us with invaluable support, helping to create a truly international property portfolio.”

Gaurav Bhushan, Chief Development Officer at Accor, states: “The lifestyle market continues to grow rapidly, and Accor is responding to this demand by offering the broadest portfolio with 10 brands. The House of Originals is the perfect combination of sbe’s expertise in entertainment and F&B, benefiting from Accor’s global platform, particularly in distribution, loyalty, and network development. The brand’s properties will be located in key cities such as Dubai, London, and Paris. The House of Originals introduces a new lifestyle to the Accor portfolio.”

This rebranding marks a turning point for these hotels, illustrating how they can be combined to create a new, innovative brand that will offer customers a refreshed collection of hotel assets. The House of Originals collection will undertake rapid yet thoughtful development and already includes 5 new domestic and international locations in its offerings.

Photos: Accor

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