Australia’s newest hotel brand, Tribe Hotel Group, is set to make its debut on May 16 in Perth.

Tribe founder, Mark Peters, says the new brand is focused on giving guests everything they need and nothing they don’t, in a space that is intelligent and sophisticated with high-end design.

Instead of being something to everyone, he says Tribe has been created for tech savvy design lovers and urban explorers, who are meticulous when it comes to where they stay and prudent about what they pay. The result is a hotel that is as stylish as it smart.

Its first location, Tribe Perth, is a nine-storey 126 room hotel in West Perth next to Kings Park that will launch on Tuesday, 16 May 2017, with interiors by award-winning architect and interior designer Travis Walton; architecture by Idle Architecture Studio; and brand campaigns shot by Nicole Bentley.

Peters says Tribe Perth has highly functional rooms and shared spaces that are luxurious and contemporary, with cutting edge technology, entertainment and office facilities as standard. Gone are out-dated and unwanted services, inefficient check-in and checkouts, overpriced mini bars and restaurants and room service.

Its luxurious and contemporary living areas – styled by Walton in collaboration with celebrated art director Marsha Golemac – are part collaborative workspace, part social club featuring break out spaces, lounges, an outdoor courtyard and Tribe Foods. Design details include lighting by Tom Dixon, Moroso feature chairs, Jean-Paul Gaultier cushions, Febrik upholstered sofas, and an impressively curated collection of work by Australian contemporary artists.

Walton has cleverly crafted the rooms to complement the unique and innovative living areas, all complete with free Wi-Fi, signature queen beds with a custom designed bed base to allow for ‘out of the way storage’, floor-to-ceiling windows and blackout blinds, and amenities including Nespresso pods and T2. Bathrooms feature rain showers and Kevin Murphy shower products.

With modern travellers in mind, rooms include smart TVs, Bluetooth digital radios and alarm clocks, a digital reading collection, and free movies on demand, while the common areas offer printing via smartphone streaming, guest iMacs and plug and play GPO and USB outlets throughout.

Tribe Foods – a café by day and bar by night – will feature menus created by Tobie Puttock (River Café, Fifteen Restaurant) that will have a focus on sustainability, seasonality and ethical eating. Always fully stocked with refreshments and foods to fuel the body, guests can choose what works for them – eat together or alone; gorge or ‘grab and go’ the express way.

As Australia’s first integrated modular design hotel, Tribe sets itself apart from traditional accommodation by using a contemporary modular design and construction method comprising pre-fabricated guest rooms with sophisticated essentials for the modern traveller.

Peters is a pioneer in modular construction and a specialist hotel developer and his vision was to create an entirely new category of design hotels in Australia, with the view to expand globally.

“The contemporary traveller no longer checks into a hotel, they check in to a destination, that’s why when we created Tribe we re-evaluated the hotel model to prioritise the benefits they would want,” he says.

“We’ve focused on what matters so that we don’t pass on costs to our guests for the things that don’t, by paring back and refining our offering and using cost effective and smart modular construction we’re able to share significant savings with our guests, making Tribe an aspirational space at an accessible price,” Peters says.

He says expansion plans are already well underway with new Tribe hotel sites acquired in Adelaide, Hobart and Melbourne, and intentions to expand internationally over the next 10 years.

“Created with an international cast of business travellers and urban explorers in mind, Tribe is set to be a hotly anticipated new offering in the Australian hotel landscape,” Peters says.

Tribe will be one of the new brands in the spotlight at AHICE 2017, being held in Melbourne on May 3-4. Visit

James Wilkinson

Editor-In-Chief, Hotel Management