Australian hotel brand Tribe to go global with Accor
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Australian hotel brand Tribe to go global with Accor
After successfully debuting in Perth in 2017, Australia’s first integrated modular design hotel brand, Tribe, has been acquired by world-leading augmented hospitality group Accor, with plans in place to grow from one to 50 properties internationally by 2020.
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Earl CarterTribe Hotel Perth
Design hotel brand Tribe is set to grow from one to 50 properties by 2020, and is predicted to have launched in 150 international destinations by 2030.
Focussed 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.
A strategic partnership will see the Tribe founding partners continue to play an important role in the future development of the brand, as they work alongside the Accor team.
“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. 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,” says Mark Peters.
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.
Tribe Hotel Perth. Photo Credit: Earl Carter.
This landmark deal not only establishes Mark and Melissa Peters as change-makers in the hotel industry, it also provides a global market for their procurement business, MP Modular, which has been established to build new Tribe properties around the world.
The MP Modular design and build approach is positioned as an affordable development solution, which combines modular build, integrated procurement and design-led environments to deliver superior returns to the investor. This concept is intrinsically designed for global growth and offers a total supply model, whereby externals, fit-out, FF&E, signage and consumables are part of the solution, so as to provide considerable savings in comparison to a traditional hotel build.
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 House of Originals.
Gaurav Bhushan, Chief Development Officer at Accor, says, “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 in150 international destinations by 2030.”
Click here to view the Tribe Hotel website.
See also:
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$130m Hotel Chadstone Melbourne, MGallery by Sofitel opening November 2019
