• 19 December 2018
AccorHotels Revolutionizes Hospitality with its New Brand : JO&JOE

AccorHotels Revolutionizes Hospitality with its New Brand : JO&JOE

joejoe

JO&JOE is a vibrant living space, a home that is open to the external world and designed to meet the expectations of Millennials and all those who value sharing, spontaneity and experience. JO&JOE rounds out the Group’s economy-brand portfolio, providing a made- to-measure solution for the vast international community of Millennial-minded trend- setters revolutionizing the market.

To cater to this new demand, **JO&JOE **aims to expand rapidly by opening 50 venues by 2020,   with   locations   including Paris and Bordeaux (2018) as well as Warsaw, Budapest, Rio and São Paulo.

**JO&JOE **venues will take root in bustling city-center locations that are close to public transport and less than 15 minutes away from the major points of interest.

The project is an example of “excubation” led by AccorHotels’ Marketing Innovation Lab, which identifies, tests and shares customer- centric and disruptive solutions that can generate additional revenue for the Group. The **JO&JOE **brand is the result of a co- construction process with future guests, external experts, students, the shadow executive committee and AccorHotels teams, with the overarching aim of challenging conventions and imagining the future of hospitality, catering and social interaction.

Reflecting the Group’s overall strategy, **JO&JOE’s **catering is based on research and in-depth analysis into Millennials’ aspirations. The result is an unconventional offering starting at €10 for a menu, with a focus on interaction, sharing and simple, healthy flavors:

The bar is central to the JO&JOE social experience. Its unique design and high visibility from the street encourage local residents to join  a wide range of drinks, focused on a flagship product (wine, beer or cocktails), with a unique selection promoting local and craft products.

Local, affordable craft cuisine delivers quality without the frills. JO&JOE offers a range of simple and authentic restaurant concepts with a warm atmosphere: grill, open flame barbecue, wok or wood fire pizzas.

The collaborative kitchen offers guests a showcase for their culinary talents and a stage for sharing their best recipes. Guests wanting to keep their budget under control can use the space to cook meals, just for themselves or for a whole

The *Happy House *is a private area where Tripsters can relax, work, cook or wash their clothes, just like at home

Together, which embodies the essence of the brand, is an ingenious modular sleeping area that guests share without sacrificing privacy. In addition to spacious beds, private lockers, reading lights and USB ports, guests have access to shared recreation areas and bathrooms.

**JO&JOE’s **disruptive design was co- constructed with UK design company Penson, known for creating intelligent and aesthetic spaces for the world’s most visionary brands. Flagship designs include campuses for Google, YouTube, Jaguar Land Rover, Playstation, Jay Z’s ROCnation and interiors of the world’s 5th tallest building, Lotte World Tower.

Having never worked on a hotel before, Penson delivered a decisively innovative and singular response that breaks away from industry norms.

Brought to you by Hotelintel.co