Accor snaps up Tribe hotel brand with plans to launch it overseas

A Melbourne-based hotel brand that debuted in Perth has been snapped up by hotel giant Accor.

The Tribe brand was created by hotel developers Mark and Melissa Peters, who launched it with founding partners Salta Properties and Victor Smorgon Group.

Tribe will sit within Accor’s lifestyle hotel portfolio, which already includes SO, Mama Shelter, 25hr Hotels, Jo & Joe, Delano, SLS Hotels, Mondrian, Hyde and The Originals.

Tribe Perth will remain under the ownership of Mark and Melissa Peters, Salta Properties and Victor Smorgon Group, who will look to expand their combined Tribe hotel portfolio across Australia, New Zealand and further abroad.

“It has always been our intention to cater for the ever-changing class of modern travellers across the world – those who seek out unique experiences and true value for money,” Mark Peters said.

“Through our partnership with Accor and their investment in the Tribe brand, together with our partners we can now deliver our innovative concept on a global scale.”

Gaurav Bhushan, chief development officer at Accor, said the company has aggressive expansion plans for the new brand, which will debut in 150 international destinations by 2030.

“The pipeline of over 50 hotels currently being negotiated for the coming years leads us to believe that the Tribe brand will achieve significant growth all over the world including in gateway locations such as Paris, London, Singapore, Dubai Bangkok,” he said.