WHY INVEST IN

JO&JOE
ACCOR GLOBAL DEVELOPMENT
FEBRUARY 2019
WHY INVEST IN JO&JOE | POSITIONING

MANIFESTO
We create places where travellers and locals meet to brunch, drink, enjoy an evening and stay the night.
Whether you are coming in from around the corner or arriving from the other side of the world, come as
you are and join the family.

Travelling around the corner, or at the other end of the world.

Travelling is no longer about finding the right flights or accommodation, it’s about feeling a part of
something, about emotions and encounters, about sharing and having fun…

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WHY INVEST IN JO&JOE | BRAND USPs

JO&JOE TOP 3 USPs

REDIFINING THE BEST ATMOSPHERE A PROFITABLE BUSINESS

HOSPITALITY & DESIGN OF ITS MODEL
CATEGORY

• The fun of a hostel & the
comfort of a hotel
X sofa)
• Enhanced F&B concepts
• Awesome design by • Optimization of beds per
signature designers as sqm
Penson & strong brand
design touch points (pizza
=
• Lively lifestyle open • Augmented F&B footprint
common spaces,
entertainment, activities and
private “Open House to
share” for guests

• The best affordable place to • Great friendly one of a kind • Higher room rate and F&B
sleep or eat in the teams revenue per sqm
destination

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WHY INVEST IN JO&JOE | THE OPEN HOUSE

WE ARE CREATING
The Open House
An inviting place to share, accessible
and welcoming to all.

A place where Townsters (locals) and

Tripsters (travellers) can co-exist. Set in
a unique design, with local food, full of
events and talent.

A place where you can raise a glass in

unison, be together, have a bite, chat,
laugh, unwind, dream, work, play, love,
practice yoga, play guitar, get a tattoo
and explore the niches of a new city.
Sleep in comfort, secure and safe either
alone, with your family, friends, partners
or soulmate.…

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WHY INVEST IN JO&JOE | KEY PROGRAMS

JO&JOE
Essentials

OUR TEAM
OPEN DESIGN HAPPY FLOORS
& HAPPY HOUSE

HOMEMADE MEALS, LOCAL

FOOD, AFFORDABLE A FUN AND LIVELY
PRICES AND JUST WHAT ATMOSPHERE
YOU NEED
-
THE BAR: THE HEART OF
JO&JOE’S EXPERIENCE

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WHY INVEST IN JO&JOE | KEY PROGRAMS

Our team
becomes your
team
Teamsters are a melting pot of
various personalities, experiences
and talent that recreates the heart
and soul of the JO&JOE brand.

They instigate unforgettable memories

and unbreakable bonds creating the
DNA of each Open House.

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WHY INVEST IN JO&JOE | KEY PROGRAMS

OPEN
design
Open spaces that make sharing
easier : a terrace, a garden, a
courtyard,
a rooftop an open kitchen shared
tables with platters for all, the pizza
bed,
and exciting and innovative spaces.

« A well-designed space is the secret of a satisfying

and happy life.
Life is too short to be spent in a sad or inefficient
place. »
LEE PENSON

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WHY INVEST IN JO&JOE | KEY PROGRAMS

A fun and lively

atmosphere
Throughout the day and night you can find
a variety of events adapted for all.

Activities and events organized and

scheduled with the community. Cultural,
artistic, entertaining, variety, charitable,
environmental.

“Happy Accidents” that occur, born from

spontaneity, encouraged by the teams,
facilitated by the design, enhanced with the
equipment and sustained by the
atmosphere.

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 WHY INVEST IN JO&JOE | KEY PROGRAMS
The bar,
the heart of a JO&JOE
experience
A bar with a strong identity, at the heart of the JO&JOE
experience providing hospitality,
at all times, throughout the day.
Homemade cuisine,
local food, accessible prices, quality
guaranteed, without the pricetag!
Affordable meals throughout the day,
Simple receipes, local ingredients of the
highest quality,
Homemade meals cooked on the spot.
An experience revisited for more flexibility
(orders made and picked up by the customer)
and fluidity (Cashless)
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WHY INVEST IN JO&JOE | KEY PROGRAMS

Happy House Happy Floors

SHARED KITCHEN

VENDING MACHINE 24/7

COSY LOUNGE : SCREENS, GAMES..

You can live at your own pace, just like home:

a private space for Tripsters only

Common Spaces

WASHING MACHINE

LOCKERS Sleeping spaces tailored to everyone’s needs and means: private bedrooms /
shared rooms / apartments

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WHY INVEST IN JO&JOE | NETWORK & PIPELINE

We’re coming!

HOSSEGOR 2017

PARIS GENTILLY 2018

BUDAPEST 2020

KRAKOW 2020

LONDON OLYMPIA 2020

PARIS BUZENVAL 2020

RIO LARGO BOTICÀRIO 2020-2021

Coming soon : Rome, Vienna, Montpellier, Liverpool, A hundred cities have been identified to host
Glasgow, Edinburgh, Amsterdam, London JO&JOE, 30 of which, within 5 years.

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WHY INVEST IN JO&JOE | NETWORK & PIPELINE
UPCOMING OPENING 2019
PARIS GENTILLY, FRANCE
185 ROOMS
MARCH 2019
WHY INVEST IN JO&JOE | COMMUNICATION

FACEBOOK

SOCIAL
NETWORKS
A mixture of our identity
and that of the local environment
Social Media Goal : To show
the JO&JOE experience
and the communities
surrounding it

INSTAGRAM

PR & INFLUENCE
Extra care given to our relationships
with the press and influencers

MAKE SOME NOISE

Over the top, hard hitting
openings

30
17

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WHY INVEST IN JO&JOE | COMMUNICATION

AWARDS

TOP COM LE GRAND PRIX LE GRAND PRIX CRISTAL

GRAND PRIX 2017 STRATÉGIES STRATÉGIE FESTIVAL 2017
GRAND PRIX Design category DU DESIGN 2017 DU DIGITAL 2018 WITH WCIE
Logotype (Branding) WITH WCIE STORE / RETAIL BRONZE Design /
WITH WCIE GOLD: Brand creation dispositifs Consumer’s Brand Identity
« Launching of Jo&Joe » category Drive to store category for the lauching
GOLD: General design GOLD BETC DIGITAL of JO&JOE
category for JO&JOE

FIRST PRICE AT PRIX LABEL RED DOT DATA DRIVEN

COMMUNICATION WITH WCIE WITH WCIE CAMPAIGN
& ENTREPRISE UJJEF Design Observer Brand Identity Category SILVER
Category 2018 BETC DIGITAL
WITH WCIE
for JO&JOE

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WHY INVEST IN JO&JOE | PERFORMANCE

DISTRIBUTION & DIGITAL

STRONG DIRECT CHANNEL

THE STRENGTH OF
www.joandjoe.com

Accorhotels.com

SEO Responsive Acquisition Brand market International sales

friendly Marketing window teams

INDIRECT DISTRIBUTION
« 2/3 of young travellers plan
their trip on their
smartphones… »
MOBILE FIRST

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 WHY INVEST IN JO&JOE | PERFORMANCE

ACCOR DISTRIBUTION SOLUTION

ACCOR OFFERS >110 GLOBAL DISTRIBUTION PARTNERSHIPS AT BEST MARKET CONDITIONS

Source : CRS by end of 2018

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 WHY INVEST IN JO&JOE | PERFORMANCE

ACCOR LOYALTY PROGRAM

ACCOR OWNS THE MOST INTERNATIONAL AND FAST GROWING LOYALTY PROGRAM

Guest origin
Loyalty members Northern A worldwide
worldwide Europe
12% program
Americas
Le Club AccorHotels France 31% 20 brands
FRS loyalty program
173M 13%
3,500 hotels in 100 countries
Huazhu loyalty program Central &
Eastern
Free enrollment
Europe 100% web based program
6%
Partnerships with major airline
Medite- Asia-Pacific loyalty programmes: Skyteam,
106M 120 rranean,
Middle East
18% One World, Star Alliance…
100 & Africa…

70

4,7 >53
4 LE CLUB ACCORHOTELS

40
53 MILLION REPRESENTS

25 32 MEMBERS WORLDWIDE
10 14 18 34.6%
2012 2013 2014 2015 2016 2017 2018 +27,700 OF ALL ROOMNIGHTS
MEMBERS EVERY DAY

Source : LCAH by end of 2018

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WHY INVEST IN JO&JOE | PERFORMANCE

BUSINESS MODEL
A turnover structure based on:

Accommodation A « professional » offer: F&B

(Prices per night groups, incentives, meetings. 35 to 55% of our
from 19 €/bed * ) turnover
(meals less than 10€*)

From 250 beds Construction, renovation, conversion

10 to 11 M²/bed ratio in total TGFA Historical and atypical places
(boats, gymnasiums, cinemas, mills…)

An optimized level of profitability enabling both Tripsters and Investors to sleep soundly at night.

*prix base France 18

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WHY INVEST IN JO&JOE | PERFORMANCE

OUT OF ORDINARY
Can be all kind of rooms with a specific
and unique design

Open 5%
APARTMENT
45 %
YOURS 2 / 3

House 6 beds
Private bedrooms 2 to 3 beds

JO&JOE TYPE
30 %
TOGETHER 4
Small dormitories of 4 beds
HAPPY HOUSE

20 %
TOGETHER 6 / 8 / 10
Big dormitories of 6 / 8 / 10 beds

BAR / RESTAURANT

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WHY INVEST IN JO&JOE | PERFORMANCE

TOGETHER 6 / 8 / 10 YOURS 2 / 3 TOGETHER 4 APARTMENTS

Big Dormitories Private bedrooms Small Dormitories 6 beds
6 to 10 beds 2 to 3 beds 4 beds

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 WHY INVEST IN JO&JOE | PERFORMANCE

DEVELOPMENT CRITERIA
AAA ultra city center
location, historic WORLDWIDE
conversion
HOTEL

RECOMMENDED
NUMBER OF ROOMS
350 to 600 beds 350 to 600 beds

TGFA / ROOM 10 – 11 sqm/bed 10 – 11 sqm/bed

High volume Bar in lndoor & Outdoor Premises
FOOD & BEVERAGE Happy house featuring collaborative kitchen for guest
use

WELL-BEING No Well-being equipment

PRIME SECONDARY AIRPORTS
LOCATIONS LOCATIONS SUBURBS
Flexible space among public spaces
MEETINGS INTERNATIONAL
& OTHERS
Shared room to be converted into ad hoc meeting
spaces CAPITALS
KEY CITIES &
RESORTS
MAJOR DOMESTIC
DESTINATIONS
OTHER CITIES &
ATTRACTIVE
TOURISTIC
DESTINATIONS
(1) Based on market demand

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THANK YOU !
Contacts
FRANCOIS LECLERC
VP Brand and Operations JO&JOE
francois.leclerc@accor.com

NICOLAS STACHOWIAK
Development Coordinator F&B&E
nicolas.stachowiak@accor.com

ANAÏSE CROMBÉ
Head of Digital, Marketing and Communication
anaise.crombe@accor.com