Although the Jo&Joe brand, this new generation of youth hostels created by Accor, is about five years old, how has the professional clientele taken over its universe, which as usual combines dormitories, but also en-suite rooms, plus lively bars and restaurants? † It’s often there after workthat company employees discover usdescribes François Leclerc, operational director of Jo&Joe and Tribe, another recent sign of the Accor group. Then their companies will start hosting seminars there, and why not, use the premises to give a less statutory touch 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 is part of it lifestyle movement booming within the French group. The idea of an “open house”, a place to live in harmony with the times, has earned it the right to be integrated into the Ennismore joint venture in the same way as more upscale brands such as Mama Shelter, The Hoxton or SLS .
† At first you would think that business travelers would not end up in this concept. Which in the end turns out to be wrongFrançois Leclerc demonstrates. Since its inception, the accommodation offer has also evolved to adapt to their expectations with an increase in the number of private rooms, which together represent 30% of the inventory of the sites. † Comfortable, “smart” rooms, but without TV or minibar, because our wish is to get our customers out so that they meet around the barunderlines François Leclerc who in parallel notes that “ a traveler who wants to work quietly in his room is more likely to rely on our classic brands.†
Other general use of Jo&Joe locations due to the professional atmosphere: the reservation of dormitories of three or four persons by a single traveller, and at a final price that is lower than budget hotels. † We see it every day in business customers on a budget, especially in Paris“, explains brand manager Jo&Joe.
While the Jo&Joe locations clearly target a young clientele, aged 18-35, the range of options for this type of accommodation has become much wider. † That’s what the youth hostel is today, it’s mixed. When you visit a branch, you can meet a mother with a stroller as well as a business groupsays 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 costs.† †
While the Hossegor branch, the first to be opened by the brand, has a space that can be converted into a meeting room, it was also recently chosen by a German company to host a seminar for 35 people. † It is certain that we sleep less well at Jo&Joe than in a Pullman, but we offer a different, friendlier approach to team building† In this case, this group was able to cycle, yoga, surf a masterclass“, describes the head of the board.
To accommodate this seminar clientele, the establishments have meeting rooms which, without offering the comfort of leather armchairs and interactive boards, are perfectly adapted to professional meetings, which is notably equipped with overhead projectors. In addition to large companies such as Kantar, Sanofi, Orange and Ipsos, the Jo&Joe in Gentilly, for example, has a large hall where a group of real estate agencies is located almost weekly as part of the training of its new teams. † It is a real desire to reach this clientele who want to do professional events differentlysays François Leclerc. We are interested for two reasons: for seminars such as in Hossegor that come to fill the seasonal wings and for one-day meetings, especially in Paris. » Or, by the way, why not in Rio, since the next Jo&Joe opens in Brazil in mid-July? Hosted in a former hotel from the 1920s, the future Jo&Joe Rio will also be able to host meetings and will be the second in South America after opening in mid-June in Medellin, Colombia.
In its five-year existence, the brand, which will soon have six branches, has so far undergone measured development. But more openings are planned in the future, in Rome in the summer of 2023, in a former palazzo, and in Budapest at the end of the same year, in the “ruin bar” district. The brand has also completed a project in Ghent, Belgium, as well as a first version of its concept in the mountains, at Isola 2000, with a hotel expected by 2024-2025. † This rhythm of two openings a year suits me welladmits François Leclerc. Because we don’t franchise the brand and we do the management, everything always takes more time† †
However, Jo&Joe’s offering is about to get a huge boost in China. indeed, pr1,300 branches are expected under a master franchise agreement between Ennismore and Funyard Hotels, a subsidiary of property developer Country Garden. † The statistics are so different in this countrynotes the brand manager. This figure may make you dizzy, but it’s a medium-term goal† A hotel as “proof of concept” should appear by the end of the year and will serve as the basis for validating the model of the future Chinese Jo&Joe. With some certainties such as the absence of certain elements that are present in Europe. For example, because the Chinese clientele is not used to sleeping with strangers, the dormitories will exist, but they can only be reserved by formed groups. Given the figures announced, is it so surprising to make some concessions to its standards…