Why Invest in

ACCOR GLOBAL DEVELOPMENT BROCHURE

October 2021

February2021
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Hotels re-thoughts
Tribe is a new kind of hotel. One that responds directly to the desires and aspirations of the modern traveller. A
concept inspired by global journeys and uncompromising vision to deliver a uniquely positioned, design driven hotel.
A refreshing and disruptive brand, Tribe challenges the status quo with its edited hotel experience that makes it a
leader in the design-led affordable luxury sector. Modern travellers, we made this hotel for you. Welcome to Tribe.
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EDITED EXPERIENCE

Listen to our guests & provide

them with reduced range of service
but truly what they want
2 Small but smart rooms
With Signature exclusive
Bed & Amenities
3 Limited but Fresh & Healthy
food & beverage buildout &
offer great Coffee

KEY SERVICES FOCUS SMALL & SMART ROOMS THE BEST OF F&B
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DESIGN DRIVEN

Affordable Luxury
& Democratization
of good design 2 A signature design for each property,
each Tribe hotel has its own vibe Design
philosophy: Urban Luxury 3 Contemporary design across all the
touchpoints, iconic curated objects
& books, common open spaces

DESIGN DEMOCRATIZATION DESIGN SIGNATURE ICONIC DESIGN OBJECTS


POSITIONING USP’S
ARTFULLY CURATED / LOCALLY CONNECTED
Collab with a selection of brands
which share the same philosophy
of aesthetic and ethic
COLLAB
HOTEL DEVELOPMENT
BRAND MARKERS NETWORK & PIPELINE COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES
2 Providing curated local guides.
Cultural & Creative attractions
and events 3 Each member of the Tribe
Collective is active in the process of
always curate new brands and ideas
CREATIVE ATTRACTIONS ACTIVE COLLECTIVE TEAM
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SMART
BUSINESS MODEL

2 3
Reduced space programming,
Efficient staffing and operations. Drive revenue premium per sqm and a
high perceived value for traveler,
higher return on investment
command upscale pricing for
midscale size product

REDUCED SPACE PROGRAMMING LOW OPERATIONAL COSTS PREMIUM PER SQUARE METER

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OUR PLACE
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DESIGN APPROACH
EACH TRIBE HAS
ITS OWN VIBE
Contemporary & bold design
WHAT DO WE WANT OUR SPACES TO ‘FEEL’LIKE ?

URBAN LUXURY
A TRIBE Hotel interior is a balance between being connected to a location (the
urban) and a series of bespoke, design-led experiences (luxury).

The foundation of a Tribe Hotel aesthetic is an open volume of exposed, raw, honest surfaces
— blurring the lines between the hotel’s exterior environment, responding to an urban
ideology.

A dynamic use of pattern, colour and unexpected material composition contrasts the
utilitarian nature of the base layer.

A rich, textural and layered environment is created that, whilst feeling expensive and high
quality, isn’t necessarily costly.
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COMMONS
Part hotel, part collaborative workspace, part social hub
Supported by barista made coffee and free WiFi for all
Curated & Innovative design : areas
Collaborative spaces : meeting tables, charge and USB ports
Colourful and artfully curated : contemporary art objects and books
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SMALL F&B FOOTPRINT

SUPER GOOD QUALITY

Seriously Good Coffee Cocktail bar Grab & Go Punchy Breakfast Lunch & Dinner
made by Barrista
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SMALL ROOMS
PREMIUM EXPERIENCE
Room size from 17 to 22 sqm
Intuitive tech TRIBE signature bed and luxe linens
Connected TV Nespresso coffee (or similar), boiler
In-room safe Local Tea & milk
Mini fridge – stock as you wish Iconic Object and Chair (different for each
Design workspace project)
Iron / Steamer solution Curated luxe amenities (Kevin Murphy)
Hair Dryer TRIBE signature robe (2 options)
Complementary chilled bottle of water
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THE COLLECTIVE (STAFF)

The staff is an important part of the experience. We need to
create a real Collective / Team. It is essential to select it well,
train it and support it.
Essential Know How : Guest Connection passion as Coffee Shop
Staff, curiosity around Art & Culture, Neighborhood of the
Hotel.
From recruitment to service in the hotel refer to the manual:
Book Of TRIBE.

PITCH IN
NOT MY JOB
TEAM UP
THEY WILL DO IT
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FREE & EASY

CONNECTIVITY

NON-
NEGOTIABLES
CONNECTED
TV
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DEVELOPMENT KEY CRITERIA

PROGRAMMING AAA ULTRA CITY CENTER PRIME SECONDARY AIRPORTS
LOCATION, HISTORIC WORLDWIDE LOCATIONS LOCATIONS SUBURBS
CONVERSION
INTERNATIONAL
RECOMMANDED 120 – 300 122 – 300 CAPITALS KEY CITIES
NUMBER OF ROOMS & RESORTS
HOTELS

ROOM AVERAGE SIZE 15 – 20 sqm 17 – 22 sqm

MAJOR DOMESTIC
TGFA / ROOM 30 – 40 sqm 35 – 45 sqm DESTINATIONS
RECOMMANDED OTHER CITIES &
120 and + 120 and +
NUMBER OF ROOMS ATTRACTIVE
RESORTS

20 – 25 sqm +
TOURISTIC
ROOM AVERAGE SIZE 17 – 22 sqm + balcony
balcony DESTINATIONS
TGFA / ROOM 35 – 45 sqm 40 – 50 sqm
Official figures as of 2021

Public area concept:

FOOD & BEVERAGE 3-5 Lounge Living Zones, Café / Bar, Grab &
Go, Station, Casual Dining, Reheat Kitchen,
Free Co-working spaces , Retail space
Enhanced F&B Offer for ASPAC & Middle
East & Africa
Swimming Pool (nice to have)
WELL-BEING Gym (nice to have)
Meeting Rooms close to Public Areas concept
MEETINGS preferable
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OUR AMBITION
NETWORK & PIPELINE

>40
hotels open and in the pipeline

>50
hotels under active negotiation

>150
hotels targeted in 5 years
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TRIBE ACTIVE
OPENINGS TARGETED
OPEN TRIBE
PERTH
TRIBE
PARIS BATIGNOLLES
TRIBE
RIGA
CITIES
DUBAI
LOS ANGELES
UPCOMUNG TRIBE TRIBE TRIBE TRIBE KUALA LUMPUR
OPENINGS HONG KONG AMSTERDAM WARSAW MANILLA
MONTREAL
2021 & 2022 TRIBE TRIBE TRIBE TRIBE LONDON
PARIS LA DEFENSE MELBOURNE PHNOM PENH BREST NEW YORK
TRIBE
VIENNA
TRIBE TRIBE TRIBE
LE TOUQUET PHUKET ORLÉANS CARCASSONE COPENHAGEN
SAO PAULO
TRIBE TRIBE
MANCHESTER BALI
TRIBE … …
KRAKOW
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OPEN TRIBE PROJECTS

TRIBE
PERTH
AUSTRALIA
126 keys
Open
New Construction
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OPEN TRIBE PROJECTS

TRIBE
PARIS BATIGNOLLES
FRANCE
79 keys
Open
Building Conversion
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UPCOMING TRIBE PROJECTS

TRIBE
AMSTERDAM
NETHERLANDS
190keys
Scheduled to Open in 2022
New Construction
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UPCOMING TRIBE PROJECTS

TRIBE
WARSAW
POLAND
116 keys
Scheduled to Open in 2022
Building Conversion
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UPCOMING TRIBE PROJECTS

TRIBE
PARIS LA DEFENSE
FRANCE
190keys
Scheduled to Open in 2022
Building Conversion
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UPCOMING TRIBE PROJECTS

TRIBE
MANCHESTER AIRPORT
UK
412keys
Scheduled to Open in 2022
New Building
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UPCOMING TRIBE PROJECTS

TRIBE
PHNOM PENH
CAMBODGIA
260keys
Scheduled to Open in 2022
Building Conversion
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UPCOMING TRIBE PROJECTS

TRIBE
HONG KONG
GREATER CHINA
324 keys
Scheduled to Open in 2022
Building Conversion
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UPCOMING TRIBE PROJECTS

TRIBE
BUDAPEST
HUNGARY
250 keys
Scheduled to Open in 2023
New construction
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UPCOMING TRIBE PROJECTS

TRIBE
BUCHAREST
ROMANIA
85 keys
Scheduled to Open in 2024
New construction
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DIGITAL
ENGAGEMENT
1 BRAND PORTAL SOCIAL MEDIA PRESENCE INFLUENCERS & COLLAB
WWW.MYTRIBEHOTEL.COM @TRIBE_HOTELS #TRIBEHOTELS #TRIBE_PERTH #TRIBE_BATIGNOLLES

▪ One dedicated section per Hotel ▪ 1.5 M reach for 300 posts and content pushed in • Additional 500k reach on
2020 instagram in 2020
▪ Key content Section : Collab, Design, F&B,
Neighborhood ▪ 15k Followers on social platforms (+125% vs
• 20 influencers with more
2019)
▪ 2 Languages (ENG, FR) than 200k followers
▪ Best Engagement Rate : 11.5%
▪ Direct link with ALL.com for booking
• 10 Collab cross promotions
with more than 150k
followers
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WHAT THEY’RE
SAYING

“Tribe eschews the usual ‘luxury “There’s nothing “Artfully curated guest-centric “A sophisticated,
clichés’ to focus on the things that typical about Tribe Hotel” & refreshingly affordable design-led space where form
really matter” design hotel alternative” meets function”

“This Perth newcomer “Enter through Tribe’s “A venue that feels less like a “A myriad of things just
is bold, luxurious glass doors & you’re in a traditional hotel & more like a mix made for the envy-inducing
& unapologetically strikingly Instagram between a creative workspace posts of the modern traveller”
contemporary” worthy lobby” & a bar”

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AWARDS
SHORTLIST

IDEA AWARDS EAT DRINK DESIGN AWARDS WALLPAPER BEST URBAN TIME MAGAZINE
Shortlisted – Shortlisted – HOTELS AWARDS WORLD’S 100 GREATEST PLACES
Hospitality – Best Hotel Design – Shortlisted – Listed in Top 100 –
Tribe Perth Tribe Perth Tribe Perth Tribe Perth

AHEAD ASIA HM AWARDS GOLD KEY AWARDS, NEW YORK FX INTERNATIONAL INTERIOR DESIGN
Shortlisted – Shortlisted – Finalist – Best Lobby Midscale, AWARDS, LONDON
Urban Hotel New Build – Best Interior Design– Best Guest Room Midscale, Best Finalist – Global Project –
Tribe Perth Tribe Perth Emerging Concept – Triber Perth Tribe Perth

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CENTRAL BRAND DELIVERY POWERED BY ACCOR

FORMIDSCALE–ROOMNIGHTSBASED
LOYALTY
DIRECT HOTEL
7%

OTA FOCUS WEB

21% (ACCOR WEB + WEB PARTNER)
ALL.ACCOR.COM,
BRANDS.COM,
VOICE
16%
71,6% 8,9M ROOM NIGHTS
€965M ROOM REVENUE

B2B GLOBAL
SALES (incl. GDS)
27%

Central Brand Delivery : CBD (%)

CBD measures the business in room nights brought by Accor to the hotel through the 3 main group levers: Distribution (through Central Reservation System - CRS), Loyalty & Sales. A 70% CBD means that
70% of the room nights of a hotel are driven by Accor & Brand Sales, Distribution (all channels powered by the CRS) & Loyalty ecosystem.

Official figures as of end 2019

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NEW
BOOKING ENGINE & APP
1 MULTIBRAND PORTAL
ALL.ACCOR.COM
+ 1 LIFESTYLE COMPANION APP
ACCOR ALL
+ 18 BRAND.COM WEBSITES

▪ 300M Website + App visits ▪ > 50% Mobile and App visits ▪ Plugged to ALL.ACCOR.COM
▪ 2,200 Destinations ▪ 1 Download every minute
▪ 18 Languages ▪ > 4,3/5 app ratings
NEW in 2020: iOS: 4,5/5 & Android: 4,3/5
• All Safe label visibility on digital experience to
rest-assure guests during the pandemic
• Launch of Apartment & Villas website
dedicated to Branded Residences and Extended
Stay hotels
Official figures as of end 2019
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NEW
LOYALTY PROGRAM
THE ONLY LIFESTYLE
LOYALTY PROGRAM
+ THE FAST GROWING
LOYALTY PROGRAM
+ THE MOST GLOBAL
LOYALTY PROGRAM

NEW LIFESTYLE & AUGMENTED ▪ 68M Loyalty members worldwide South

HOSPITALITY FRAMEWORK America
OFFERING EXTENDED
▪ 37% Loyalty contribution rate in RN North & 8%
Central
OPPORTUNITIES ▪ x 3,6 Members stay three times more America,
Asia - Pacific
TO EARN & REDEEM POINTS Caribbean
32%
than non-members 11%
NEW BENEFITS
▪ 38 Brands and + 228M
▪ Suite Night Upgrade Nothern
▪ F&B outside a stay 160 Europe
100
120 22% Middle-East
70 & Africa
NEW PARTNERSHIPS 4 4,7 68 5%
32 40 53
▪ PSG – Games / Net media value +€200m to ALL Southern
▪ AEG – Worldwide arenas & festivals 2016 2017 2018 2020 Europe
22%
▪ IMG – Taste festivals ALL FRS Huazhu

Official figures as of end 2019

CURIOUS ?
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