One year after the opening of the hotel Tribes Milan Malpensathe first of the brand in Italy, we talked to Pauline Oster, Vice President Tribe Europe & North Africawhich is part of the hotel group Accordto take stock of hospitality: what are today’s travelers looking for? What are the biggest challenges? What are the values that inspire today hotels of the Lifestyle segment, of which Tribes Is it one of the main actors in the market?
In recent years, the lifestyle of hospitality segment has recorded exponential growth. When did this evolution begin and what factors have favored its development?
“Evolution began to take shape in a decisive way between 2013 and 2014, in parallel with a significant change in travelers’ expectations, increasingly oriented towards personalized and authentic experiences, beyond the simple stay. Among the main factors that have accelerated this transformation are the new generations with their new priorities, the digitization that has pushed the operators in the sector to differentiate through strong identities and a deeper bond with local culture and a transformed business sector that has made the proposal grow bleisure».
So what is looking for today’s traveler?
«The contemporary traveler is not satisfied with a comfortable and functional space: he wants stimulating environments, capable of telling local culture and inspiring. According to a global investigation conducted by Accor, over 60% of Lifestyle travelers give priority to the proximity to the cultural life of the place and to the presence of common areas where you can connect with others. Sustainability, digital customization and flexibility in services today represent key values ».
The term lifestyle hotel can take many different forms. What makes a unique tribes within this panorama? What are its distinctive features?
“Tribe was born in Perth, Australia, in 2017. Acquired by Accor in 2019, she embarked on a path of international growth, establishing itself in Europe, Asia and other markets, maintaining a strong and coherent identity, focused on design intelligence, functionality and visual impact. Today it is distinguished as a brand strongly focused on design and enabled by technology, designed for a Midscale Upper segment and intended for urban travelers, aware and tastefully, looking for a stay with a strong aesthetic, but accessible impact ».
Why this name?
«Tribes reflects the philosophy behind the project: to create a sense of belonging and community. To make it unique is the Design & Match concept. Common spaces are designed to encourage sociality. The Food & Beverage offer explores and brings international trends to the local community, focusing on a convivial and informal atmosphere, consistent with the spirit of the brand “.
Today the main Hôtellerie engines are the local community and the Food & Beverage offer. How does Tribes actively involve the territory?
“We involve local communities through well -kept collaborations: from the organization of pop -up markets with local designers and artists -as happens in the Malpensa structure -, to the selection of producers of the territory in the F&B offer. The spaces of Tribes Milan Malpensa They also host rotation exhibitions and events open to the public who also attract residents ».
How do you translate all this into the design of your spaces?
«In Tribes, design is designed to be fluid and encourage sharing. The common areas are not divided into areas connected to each other, where it is possible to work, relax or socialize. In Malpensa, for example, the lobby combines coworking spaces, bar and lounge, with large windows that enhance natural light and artistic installations inspired by the territory. Social hub is a 24 -hour space open, where you can meet, work, eat or simply spend time. It is designed to welcome not only guests, but also those who are passing through. The Tribe Table is the day and the day cocktail bar in the evening. The design experience continues inside the room with the presence of a work of art, a design object and a signed session. The rooms are minimalist but elegant, with soundproofing, atmospheric lights, bed signed by Tribes, TV with mirroring function, vertical iron and high -end hair & body products by Kevin Murphy ».
And what about the service and the staff? Are there specific qualities or approaches required in the Hôtellerie Lifestyle?
«Absolutely yes. The service model in Lifestyle hotels requires prepared professionals, of course, but also empathic, culturally open and capable of creating authentic connections. In Tribes we encourage our teams to become real brand’s ambassador: passionate, informed and spontaneous people, going beyond the simple exchange of courtesy ».
Sustainability is increasingly important for travelers, in particular between Millennials and Gen Z. What commitments did your brand take in this direction?
“Sustainability is an integral part of the identity of the brand. The Hotel Tribe Milano Malpensa, for example, is entirely electrical – without gas consumption – and uses induction floors in the kitchen and solar panels on the roof to cover part of the energy needs. There are also tanks for the recovery of rainwater, used for the irrigation and unloading of toilets, and a parking lot with 20 charging stations for electric cars. And in the kitchen we give priorities to local and biological ingredients ».
Can you also involve guests in your actions?
“Of course, the waste reduction programs and the promotion of sustainable behaviors also actively involve guests – from the reduction of linen changes to the elimination of disposable plastic. All initiatives that fit into the wider commitment of the Accor Group towards carbon neutrality, the protection of water resources and a circular economy model ».
Technology is now an integral part of the experience in the hotel, but must integrate harmoniously. How does Tribes manage to balance digital innovation and authenticity?
«Tribes adopts an” invisible “approach to technology, favoring solutions that concretely improve the experience of guests without adding complexity. Check-in and check-out are contactless, digital keys and commands in a smart room. The All App also offers selected local suggestions and custom offers. The goal is to create a natural balance, in which technology accompanies and enriches the experience, without ever replacing the value of personal connection “.
After this first opening in Italy in Milan, what are the next steps for the development of Tribes in the Italian market?
«The opening of Tribes in Milan Malpensa represents an important first piece, and we are actively looking for new projects in the main Italian cities. The goal is to strengthen the presence of the brand in the large cultural and business poles of the country, bringing the Tribes experience on an even wider urban scale. We are also evaluating opportunities in secondary city and in airport contexts, to bring the Lifestyle Tribe experience to an ever wider audience in Italy “.
Source: Vanity Fair
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