Which company uses Jo & Joe hotels?

Take on the Jo & Joe Paris Nation.

While the Jo & Joe brand, this new generation of hostels created by Accor, is about five years old, how has the professional clientele adopted its universe, which combines dormitories, as usual, but also en suite bedrooms plus lively bars and restaurants? ” It’s there often at afterwork timethat company employees discover usdescribes François Leclerc, chief operating officer of Jo & Joe and Tribe, another recent sign of the Accor group. Then their companies will start organizing seminars that, before, why not, use the premises to give a less statutory feel to their corporate events.

Rooftop bars in Gentilly and Vienne – this one of the largest in the Austrian capital -, garden at Jo & Joe Nation, on-site catering: Jo & Joe are part of this lifestyle movement boomer in the French group. Its idea of ​​an “open house”, a place to live with the times, has given it the right to be integrated into the Ennismore joint venture in the same way as more exclusive brands like Mama Shelter, The Hoxton or SLS.

At first, one might think that business travelers would not find themselves in this concept. Which turns out to be wrong in the end“, Demonstrates François Leclerc. Since the start, the accommodation offer has also evolved to adapt to their expectations an increase in the number of private rooms, which currently accounts for 30% of the equipment of companies. ” Comfortable, “smart” rooms, but without TV or minibar, because our desire is to get our customers out of them, so they come and meet around the bar“, emphasizes François Leclerc, who notes in parallel that” a traveler who wants to work quietly in his room will more easily turn to our classic brands.

Other common uses of Jo & Joe companies in the professional sphere: reservation of dormitories for three or four people by a single traveler, and at a final price lower than those charged by budget hotels. ” We see it every day with business customers who have limited travel budgets, especially in Paris“, Explains brand manager Jo & Joe.

Jo & Joe in Hossegor, the brand's first hotel © Abaca Press
Jo & Joe in Hossegor, the brand’s first hotel © Abaca Press

While Jo & Joe establishments naturally cater to a young clientele, 18-35 year olds, the range of options has become much wider for this type of accommodation. ” That’s what today’s hostels are, it’s mixed. When you visit a company, you may encounter a mother with a stroller as well as a business grouptells François Leclerc. At Jo & Joe in Hossegor, I remember seeing surfers rubbing shoulders with employees in ties at breakfast. Their company, which organized a seminar not far from there, had chosen to spend the night there without incurring excessive expenses.. »

While the Hossegor establishment, the first opened by the brand, has a room that can be converted into a meeting room, it was also recently chosen by a German company to host a seminar for 35 people. ” Sure, we sleep worse at Jo & Joe than in a Pullman, but we offer a different, more friendly approach to team building. In this case, this group was able to cycle, yoga, a master class in surfing“, Describes the head of the sign.

To accommodate this seminar clientele, the establishments have meeting rooms which, without offering the comfort of leather armchairs and interactive boards, are perfectly suited for professional meetings, which is mainly equipped with overhead projectors. Next to big companies like Kantar, Sanofi, Orange and Ipsos, for example, Jo & Joe in Gentilly has a large room that hosts a group of real estate agents almost every week as part of the training of its new teams. ” It is a real desire to reach out to this clientele who would like to make professional events differentlysays François Leclerc. It interests us for two reasons, for seminars like in Hossegor that are going to fill the wing of the season and for one-day meetings, especially in Paris. ‘Or why not in Rio for that matter, when the next Jo & Joe opens in Brazil in mid-July? Hosted by a former 1920s hotel, the future Jo & Joe Rio will also host meetings and will be the second in South America after it opened in mid-June in Medellin, Colombia.

In five years of existence, the brand, which will soon have six companies, has so far experienced a measured development. But more openings are planned in the future, in Rome in the summer of 2023, in a former palace, and in Budapest at the end of the same year, in the “ruinbar” neighborhood. The brand has also completed a project in Ghent, Belgium, as well as a first version of its concept in the mountains, on Isola 2000, with a hotel expected in 2024-2025. ” This rhythm with two openings a year suits me welladmits François Leclerc. Since we do not franchise the brand and we do management, everything always takes longer. »

However, the Jo & Joe offer is experiencing a huge boost in China. In fact, per1,300 companies are expected to participate under a master franchise agreement between Ennismore and Funyard Hotels, a subsidiary of real estate developer Country Garden. ” The measurements are so different in this countrynotes the brand manager. This number may make you dizzy, but it is a medium-term goal“. A hotel as “proof of concept” was to be released before the end of the year and will serve as a basis for validating the model for the future Chinese Jo & Joe. Already with certain certainties, such as the absence of certain elements present in Europe. For example, the Chinese clientele is not used to sleeping with strangers, the dormitories will exist, but can only be booked by educated groups. Given the numbers announced, it’s so surprising to make some concessions on its standards …

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