Hospitality becomes fusion: Jo&Joe, the brand by AccorHotels is made to measure for millennials

A living vibrant space, an open house to the world, a mood to live and share: this is Jo&Joe, the new brand launched by AccorHotels Group made to measure of the vast international community of trend-setters and millennials that is revolutionising the market. To satisfy this new demand, by 2020 50 Jo&Joe facilities will be inaugurated in different cities in the world, among which Paris and Bordeaux (in 2018), Warsaw, Budapest, Rio de Janeiro, San Paolo and many many more. The facilities will rise in central and lively urban areas, well served by public transport and less than 15 minutes from the main centres of attractions of the city. 

This project is an example of “scale-up”, carried out by Marketing Innovation Lab, whose job is to identify, test and share innovative solutions made to measure of the clients, who can generate further income for the Group. The brand Jo&Joe is the result of a process that involved a close collaboration with future guests, experts, students, the “Shadow comex” and the teams of AccorHotels, with the final aim of challenging conventions rooted in the hotel industry and to imagine the future of hospitality, of catering and social interaction. “The creation of this new brand illustrates magnificently the will of radical transformation brought along by AccorHotels”, explains Sébastien Bazin, Chairman and Chief Executive Officer, AccorHotels. “Our teams have proved their great ability, by listening and observing closely these potential clients, before transforming their expectations into a new concept of hospitality; all this in just nine months – a real endeavour in our sector. Jo&Joe goes well beyond the concept of hotel reception; this brand has been conceived as an enhancer of experiences, thanks above all to its non conventional design, an innovative digital ecosystem and what it can offer in terms of catering. The concept “open house” carried by the brand means that the experience of stay radically changes and is open both to guests as well as to local residents, who will be allowed to hang out in the facilities Jo&Joe as if they were extensions of their home sitting rooms. This project reflects, moreover, the cultural and managerial transformation currently going on within the Group, which created the approach of the new brand as far as staff recruitment was concerned, management and service providers, all further distinctive elements of Jo&Joe.” 

The new concept has been thought to favour interaction between guests and promote a way of positive living, thanks to the common areas open to guests but also to those who do not reside in the facilities, facilitating getting together and social interaction. The catering services reflect the total strategy of the Group and is based on research and on detailed analysis of the preferences of Millennials. The result is an offer that starts at 10 Euros for a main course, with a great attention given to interaction, to sharing and to simple, healthy and local tastes. Many are the solutions even for the night: ideal accommodations for all budgets, with rates starting at 25 Euros per night. Starting from the formula Happy House, with the services of a house, to Yours, with private rooms and design apartments, or even to “OOO!” (Out Of the Ordinary), with original opportunities such as the hammock. And it is precisely the flexibility of the spaces – free and creative, to be personalised according to the needs of each guest – that will be used as unusual location for business meetings out of the ordinary. 

In the meantime, a unique app has already been created, developed by a team of expert to favour interaction and connection between townsters, tripsters and all the facilities. An application thought to enhance the digital experience of the guests throughout the entire stay: they will have the possibility of creating events, sharing suggestions or simply organise themselves to dine together. 

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