JO&JOE | new brand by AccorHotels
AccorHotels wants to revolutionize hospitality with its new brand: JO&JOE. A brand co-constructed with its future guests, disrupting traditional codes. JO&JOE will blend private-rental, hostel and hotel formats. They want to reinvent and disrupt the experience in terms of design approach, catering, service and guest journey. By 2020 a total of 50 venues have to be open at destinations popular with Millennials, like locations in Paris and Bordeaux (2018) and Warsaw, Budapest, Rio and São Paulo.
JO&JOE | a new form of Hospitality
JO&JOE has to become a vibrant living space, a home that is open to the external world and designed to meet the expectations of Millennials (born between 1980 and 2000) and all those who value sharing, spontaneity and experience. At these venuez they will be welcoming both Townsters (people living nearby) and Tripsters (people in town to explore). 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 catering will be based on research and in-depth analysis into Millennials’ aspirations. The result; an unconventional offering starting at €10 for a menu, with a focus on interaction, sharing and simple, healthy flavours. Check out this video showing who JO&JOE are. Where will their guests sleep?
- In the ‘Happy House’; a private area to relax, work, cook or even wash clothes.
- In the ‘Together’; a modular sleeping area that guests share with spacious beds and private lockers and shared recreation areas and bathrooms.
- In ‘Yours’; rooms and apartments for two to five people with a private bathroom and, depending on the format, a kitchen area.
- In ‘OOO’; (Out Of the Ordinary) Different at each JO&JOE venue, these original formats include yurts, hammock and caravans and ensure guests have unforgettable experience.
AccorHotels | Marketing Innovation Lab
The project is created 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 and AccorHotels teams, with the overarching aim of challenging conventions and imagining the future of hospitality, catering and social interaction.
“Break with tradition, forget old habits, be surprising, authentic, unexpected, bring a breath of fresh air to AccorHotels. Do it quickly and do it well. It wasn’t an easy brief to put into practice, particularly when you’re primarily targeting Millennials, who can be very difficult to win over. But with the launch of our new brand, JO&JOE, we have now more than met that challenge. I’m extremely proud of the work accomplished by the AccorHotels teams in mobilizing the energy necessary – both inside and outside the Group – to bring this enormous project to life. JO&JOE represents the very essence of hospitality: welcoming, exciting and beyond our guests’ expectations” said Sébastien Bazin, Chairman and Chief Executive Officer of AccorHotels.
Bron: Pressroom AccorHotels