“Some locations will offer more adventurous accommodations such as yurts and hammocks for attendees hoping to do something out of the ordinary.”
AccorHotels is redefining the millennial travel experience with the launch of its JO&JOE brand earlier this month. Part hostel, part experiential hotel, the JO&JOE brand aims to bridge the gap between locals and travelers with several common areas and weekly activities—a concert, yoga class or DIY workshop, for instance—available for both.
AccorHotels’ Global Marketing Innovation Lab created the JO&JOE concept based on feedback from experts and customers to create a brand that appeals to millennials and the future of hospitality, catering and social interaction. The hotel company plans to open 50 JO&JOE venues by 2020 in destinations such as Paris, Budapest and Rio. All locations will be situated in city centers, close to public transport and less than 15 minutes from major attractions.
“More than just an accommodation solution, JO&JOE has been conceived as an experience enhancer thanks notably to its offbeat design, innovative digital ecosystem and catering offerings,” says Frédéric Fontaine, senior vice president, Global Marketing Innovation Lab. “With its ‘open house’ concept, the brand diversifies the customer journey by welcoming guests as well as locals, who treat JO&JOE venues as an annex of their living room.”
The brand’s communal spaces will really make it stand out for millennial attendees. The collaborative kitchen, for instance, will offer groups the option to cook meals together, while the bar and kitchen will feature local beers and menus using seasonal ingredients. The Happy House will also provide a like-home private area for attendees to relax or even do their laundry.
For groups on a budget, the brand’s Together option offers a modular sleeping area (similar to a hostel), while the Yours concept consists of rooms and apartments for two to five attendees with a private bathroom and kitchen space. Some locations will offer more adventurous accommodations such as yurts and hammocks for attendees hoping to do something out of the ordinary.