• A brand that was co-constructed with its future guests and disrupts traditional codes
• A brand that blends the best of private-rental, hostel and hotel formats
• A totally reinvented and disruptive experience in terms of design approach, catering, service and customer journey
• An "excubation" project supported at every step by AccorHotels' shadow executive committee
• A total of 50 venues set to open by 2020 in destinations popular with Millennials
A new form of Hospitality
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.
“Break with tradition, forget old habits, be surprising, authentic, unexpected, bring a breath of fresh air to AccorHotels. Do it quickly and do it well. It wasn’t an easy brief to put into practice, particularly when you’re primarily targeting Millennials, who can be very difficult to win over. But with the launch of our new brand, JO&JOE, we have now more than met that challenge. I’m extremely proud of the work accomplished by the AccorHotels teams in mobilizing the energy necessary – both inside and outside the Group – to bring this enormous project to life. JO&JOE represents the very essence of hospitality: welcoming, exciting and beyond our guests’ expectations” said Sébastien Bazin, Chairman and Chief Executive Officer of AccorHotels.
“More than just an accommodation solution, JO&JOE has been conceived as an experience enhancer thanks notably to its offbeat design, innovative digital ecosystem and catering offerings. With its "open house" concept, the brand diversifies the customer journey by welcoming guests as well as locals, who treat JO&JOE venues as an annex of their living room. The project is also a reflection of the Group's cultural and managerial transformation, which shapes JO&JOE's approach to hiring, management and service, another of the brand's distinctive components” added Frédéric Fontaine, Senior Vice President, Global Marketing Innovation Lab.
JO&JOE – The IRL* community and its App
To understand the expectations of future guests, enhance the user experience (UX) and lay the foundations of the JO&JOE community, the Marketing Innovation Lab worked with teachers and students from the Webschool Factory, a Paris-based management school specializing in design, marketing and digital technology.
A unique and experiential community application was designed by a network of internal and external experts to help forge links between Townsters, Tripsters and the JO&JOE team. A veritable digital experience enhancer, it enables Townsters and Tripsters to connect, meet, initiate events, share tips, or arrange to get together for a meal or a walk. All these features are "social accelerators" that will become references in this area.
* IRL: In Real Life
