Accor acquires Aussie hotel brand

After successfully debuting in Perth in 2017, Australia’s first integrated modular design hotel brand, Tribe, has been acquired by hospitality giant Accor.

Focused on travellers who seek a high-quality hotel experience at an affordable rate, the Tribe brand is the creation of entrepreneurial Melbourne-based hotel developers Mark and Melissa Peters, and was realised alongside founding partners Salta Properties and Victor Smorgon Group.

Tribe will sit within Accor’s lifestyle hotel portfolio, which already includes SO, Mama Shelter, 25hr Hotels, Jo & Joe, Delano, SLS Hotels, Mondrian, Hyde and The Originals.

Tribe Perth will remain under the ownership of Mark and Melissa Peters, Salta Properties and Victor Smorgon Group, who will look to expand their combined Tribe hotel portfolio across Australia, New Zealand and further abroad.

“It has always been our intention to cater for the ever-changing class of modern travellers across the world – those who seek out unique experiences and true value for money,” Mark Peters said.

“Through our partnership with Accor and their investment in the Tribe brand, together with our partners we can now deliver our innovative concept on a global scale.”

Gaurav Bhushan, chief development officer at Accor, said: “The pipeline of over 50 hotels currently being negotiated for the coming years leads us to believe that the Tribe brand will achieve significant growth all over the world including in gateway locations such as Paris, London, Singapore, Dubai Bangkok.

“It will be making its debut in 150 international destinations by 2030.”

Ten openings are already scheduled to take place by 2022 in Europe and across the Asia-Pacific, totalling more than 1700 rooms.

Accor’s acquistion of Tribe comes not long after the group reverted back to its old branding and unveil a new loyalty program.