AccorHotel’s ‘Open House’ Concept
Catering to the multifarious needs of today’s traveller, French multinational hotel group AccorHotels has conceived a new hospitality concept that merges a host of hospitality formats into one cohesive offer.
Called Jo&Joe, the concept is a hybrid hotel/hostel/private rental service that can function in a variety of ways – from office space to dinner party venue to holidaymakers’ hub. To make the space more dynamic, the brand will host classes, workshops and community events on-site – these are said to include concerts, yoga and cookery classes. Kitchens are also available for all guests wishing to showcase their culinary talents.
Accommodations include ‘Together’ (modular shared sleeping areas), ‘Yours’ (apartments for two to five people with private bathroom and kitchen) and ‘OOO!’ (out-of-the-ordinary settings including yurts, hammocks and caravans).
The first Jo&Joe outpost recently opened in Bangkok as a ‘test-bed incubator’. It will be followed by a global roll-out of 50 sites by 2020.
This disruptive, multidimensional hospitality concept is well-suited to today’s mobile and multi-tasking traveller. As explored in New Luxury Travel, part of our Future Guest Industry Trend, the desire for medium- and longer-term work/play accommodation is growing, as global nomads desire flexible housing solutions.
See also Look Ahead 2016: Food, Beverage & Hospitality for more on future developments in ‘tribal hospitality’, designed to wrap around the needs of niche and task-focused traveller groups. Meanwhile, Hospitality’s Tribal Focus looks at malleable hotel rooms for travellers desiring customisable and social spaces, and Hospitality Hybrids unpacks ‘haute hostels’.