A new hotel brand pitched as a cross between hostel, hotel and short-term vacation rental like Airbnb is set to launch in Europe, specifically for Millennial travellers.
French group AccorHotels, which owns brands like Fairmont, Raffles, Sofitel, Novotel and Ibis, has released details on their next hotel brand Jo & Joe, created with the 18-35-year-old guest in mind.
That is, the budget-conscious, tech-savvy, trend-setting traveller looking for accommodations that go beyond cookie-cutter hotel rooms.
For starters, rates will start at €25 a night.
Properties will be strategically located close to public transport and within 15 minutes of major points of interest and attractions.
Between now and 2020, AccorHotels says they plan to open 50 hotels in cities like Paris, Bordeaux, Warsaw, Budapest, Rio and Sao Paulo.
Hotels will be designed to encourage social interaction between guests with common areas and events like concerts, yoga and DIY workshops to attract what Accor calls both “Townsters” (locals living in the area) and Tripsters (out-of-town guests).
Dining concepts will feature a grill, open flame barbecue or wood-fired ovens and meals will start at €10.
Backpackers with tight budgets will also be able to cook their own foods in a designated kitchen.
Accommodations range from hostel-style sleeping areas shared by multiple travellers; rooms and apartments with private bathrooms and kitchens and an area where guests can work, cook and do their laundry.
For their most intrepid and adventurous travellers, each property will likewise offer original and innovative sleeping arrangements that can include everything from yurts, hammocks and caravans.
The concept to create a brand specifically for Millennials isn't new. Earlier this year, Hilton announced the launch of the brand Tru by Hilton, pitched as having the “Millennial Mindset.”
In addition to budget-friendly rates, Tru by Hilton is designed to appeal to Millennials with a play zone filled with tables games, large screen TVs, and lounge spaces for working, eating and socializing.