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AccorHotels launched a new budget brand to appeal to Millennials. The French hotelier will open 50 venues by 2020 in London, Paris, Bordeaux, Warsaw, Budapest, Rio de Janeiro and São Paulo. All locations will have a very visible street presence, be near public transport and in tourist areas.
The Jo&Joe brand will feature open-flame grills, a kitchen that allows guests to cook their own food, a choice of rooms, apartments and shared sleeping areas, and "Out of the Ordinary"—unusual sleeping experiences such as yurts, hammocks and caravans.
The brand has been co-created by UK design company Penson, which is known for creating spaces for brands such as Google, YouTube, Land Rover and Playstation.
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