AccorHotels to launch new Jo&Joe brand

French hotel group AccorHotels has announced the launch of a new budget brand to appeal to millennials.

Some 50 venues will open by 2020, with properties in London, Paris, Bordeaux, Warsaw, Budapest, Rio de Janeiro and São Paulo. All will open in city-centre locations that are close to public transport and less than 15 minutes from major points of tourist interest.

Key features of the brand will include a bar with high visibility from the street; a restaraunt that offers grill, open flame, barbecue and wok or wood-fired pizza; a kitchen for guests to cook their own food; a choice of rooms, apartments and shared sleeping areas; and ‘Out of the Ordinary’ – unusual sleeping experiences such as yurts, hammocks and caravans.

Sébastien Bazin, chairman and chief executive of AccorHotels, said the new brand aims to “break with tradition, forget old habits, be surprising, authentic, unexpected and bring a breath of fresh air” to the company.

“I’m extremely proud of the work accomplished by the AccorHotels team in mobilising the energy necessary – both inside and outside the group – to bring this enormous project to life,” he said.

The brand has been co-created by UK design company Penson, which is known for creating spaces for brands such as Google, YouTube, Land Rover and Playstation.

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