ACCOR LAUNCHES NEW BRAND, JO&JOE, TARGETING MILLENNIALS

Accorhotels added JO&JOE, a new brand to its portfolio, which already includes Sofitel, Pullman, Novotel, Adagio, among others, as well as the recently acquired Fairmont, Raffles, and Swissôtel. The brand directly targets Millennials, through an offering starting at USD 11 (€10) for a menu, with a focus on interaction, sharing and simple, healthy flavors. The brand 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.