Accor targets millennial travellers with new brand JO&JOE

Travel News 15 Nov 2016

JO&JOE is a vibrant living space, a home that is open to the external world and designed to meet the expectations of millennials and all those who value sharing, spontaneity and experience. JO&JOE rounds out the Group’s economy-brand portfolio, providing a made- to-measure solution for the vast international community of millennial-minded trend- setters revolutionizing the market.

To cater to this new demand, JO&JOE aims to expand rapidly by opening 50 venues by 2020, with locations including Paris and Bordeaux (2018) as well as Warsaw, Budapest, Rio and São Paulo.

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 project is an example of “excubation” led 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, the shadow executive committee and AccorHotels teams, with the overarching aim of challenging conventions and imagining the future of hospitality, catering and social interaction.

The concept is designed to promote inter- action and foster positive community living thanks to common areas that are open to both the external and internal worlds. An integral part of neighbourhood life, JO&JOE always has something going on, be it a concert, a yoga class or a DIY workshop. The JO&JOE team and the Townsters (people living nearby) and Tripsters (people in town to explore) themselves help keep the venue active and buzzing, nota- bly thanks to the brand’s geosocial application, which helps bring people together.