Accor launches midscale, lifestyle brand Tribe

French hotel group Accor has launched a new midscale, lifestyle brand called Tribe.

Accor said Tribe will offer a sleek interior; furniture and furnishings from designers such as Jean-Paul Gaultier and Tom Dixon, which give the perception of an upscale space; a 24/7 grab and go station; and a café by day and bar by night space. The brand will be targeted at the "independent, curious and adventurous" traveller.

Gaurav Bhushan, chief development officer at Accor, said it is expected that the Tribe brand will achieve "significant growth" worldwide, including in gateway locations such as London, Paris, Singapore, Dubai and Bangkok. "It will be making its debut in 150 international destinations by 2030," he added.

Tribe is the 39th brand within the Accor portfolio which totals nearly 4,800 hotels and resorts across 100 countries.

AccorHotels to launch new Greet brand >>

Why do big hotel companies need so many different brands? >>

Accor completes MÁ¶venpick acquisition >>