Home-grown boutique hotel brand, Tribe Hotels, has outlined aggressive expansion plans for Southeast Asia after the brand announced plans for a new property opening in the Cambodian capital of Phnom Penh.
The move into Asia marks the second new continent beyond its heartland of Australia for the Ennismore lifestyle brand, with efforts to conquer Europe continuing apace with openings completed in Paris and the French Riviera region of Carcassonne, between Toulouse and Montpellier in the country’s south. Amsterdam and Warsaw are also scheduled to welcome the Tribe brand in 2022.
Along with Cambodia, the brand has earmarked significant growth potential in Asia with plans now revealed to open in Phuket, Bali, Singapore and Manila by 2025.
Ennismore Deputy Brand Chief Operating Officer, François Leclerc, said the company was incredibly excited to be debuting the Tribe brand in Southeast Asia and bringing a new concept to the region.
“Tribe is all about reshaping the traditional hotel experience into something that enables guests to stay, work and socialise in a truly contemporary environment,” Leclerc said.
“We know that Tribe hotels will really excite modern travellers who are looking for simplicity, affordability, and connectivity in a high-end interior environment.
“Our guests are true explorers – they could be out shopping, experiencing the local neighbourhood or out doing business, however, they do want to return to a hotel that is both design-driven and social. These diverse modern travellers are connected by a love of contemporary design, a spirit of adventure and a new understanding of what a functional, contemporary hotel should be.”
Currently, Ennismore has signed more than 50 Tribe hotels globally to its pipeline and has plans to open up to 150 in the next 4-5 years.