AccorHotels, Europe’s largest hotel group, is creating a new lifestyle division for its millennial-focused boutique hotel brands.
Boutique hotels are often small, stylishly designed, upmarket accommodations, particularly popular with younger travelers seeking something more unique than a traditional hotel stay. With this in mind, the new division will comprise the Jo&Joe youth hostel brand, Germany’s 25hours Hotels and France’s MamaShelter brands.
Leading hotel companies AccorHotels, Marriott, Hilton and InterContinental are all focusing on the age group, believing it will be the largest single group of hotel customers by 2020.
“Increasingly, travelers appreciate unique brands with strong personalities that are both working environments for urban nomads and places to meet people and enjoy interesting experiences. AccorHotels is therefore expanding its offer in the Lifestyle segment, which is one of the sector’s most dynamic,” said Sébastien Bazin, chairman and CEO, AccorHotels.
Jo&Joe is expected to open 50 properties in the next three years and will offer unique services and amenities such as yoga and DIY classes and the option to stay in hammocks, yurts or caravans.
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