Imagery 2022 Accor

Accor, Ennismore and Country Garden’s Funyard have announced plans to develop this portfolio of JO&JOE hotels across the country.

The long-term master franchise agreement represents more than 100,000 guest rooms for the lifestyle brand.

New neighbourhood hubs

One of the top hotel and property developers in China, Funyard, has partnered with Accor and Ennismore to introduce the JO&JOE lifestyle brand to China with at least 1,300 hotel openings. Funyard is the exclusive partner of the JO&JOE brand in China.

“Alongside Ennismore, Country Garden’s core alliance enterprise Funyard, Accor will create a new kind of travel experience, with unconventional, uplifting, and environmentally-conscious hotels that welcome visiting guests and neighbourhood locals, mixing personalities, ideas and talent to fully express the heart and soul of the JO&JOE brand experience,” said Gary Rosen, CEO, Accor Greater China.

“Accor is already experiencing record growth in Greater China and our newly formed partnership with Funyard continues to accelerate our leadership position in lifestyle hospitality. We are thrilled to be joining forces with Funyard, which already has a strong presence in the market.”

Zhang Yong, executive president of Funyard Hotels & Resorts, added: “We can think of no better way to celebrate the second anniversary of Funyard than to embark on a mission with Accor and Ennismore to bring the JO&JOE experience to China.”

“We share their values, mindset, and commitment to delivering unique experiences. We also have many synergies to explore – such as Accor’s global expertise and distribution network, and our immense inventory of property. Together, we look forward to establishing JO&JOE as a benchmark of affordable lifestyle hospitality in China.”

Growth in the lifestyle segment

The JO&JOE lifestyle brand is a part of Ennismore’s brand collective. Accor and Ennismore embarked on a joint venture to create a new entity in 2021.

Created to challenge conventions, JO&JOE aims to be positive, authentic and fun, with each property hosting both guests and locals in the comfort of the hotel and friendly gathering spaces for socialising.

“Globally, the lifestyle segment is generating robust interest and has a strong growth trajectory,” said Gaurav Bhushan, Co-CEO, Ennismore. “We continue to strengthen our position in this segment, with concepts that integrate the notion of entertainment and feature restaurants and bars that appeal to locals as well as guests.”

“Our lifestyle brands are linked directly with their local communities – at JO&JOE, the mix of street art, music, and food, all work together to make each destination unique and compelling for a new generation of travellers.”

By partnering with Accor and Ennismore, Funyard aims to become a key player in the lifestyle hospitality space. These new JO&JOE hotels offering high-quality yet affordable accommodation will encourage travellers to explore more of China.

Previously, Accor and Country Garden have collaborated on hotel projects involving premium hospitality brands. The first JO&JOE locations in China will be announced later this year. The brand currently has operating properties in France, Austria, Colombia and Brazil.

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