The potential for future growth in international and domestic travel has prompted an expansion of Accor's New Zealand hotel network, including the launch of two new brands into the country within a month of each other.

Accor, New Zealand's largest hotel operator, now operates 49 hotels and 6,200+ rooms nationwide with the addition of TRIBE Auckland Fort Street and JO&JOE Auckland.

New brands redefine Auckland's hospitality scene

TRIBE Auckland Fort Street opened on 14 October and will soon be joined by JO&JOE Auckland - which is part of Ennismore, the fastest-growing lifestyle hospitality company - just around the corner on Fort Street in early November. Ennismore is in a joint venture with Accor, which holds a majority shareholding. 

These two brands bring fresh perspectives to Auckland's accommodation scene, appealing to new generations of travellers with design-driven and community-minded concepts.

TRIBE has already made its mark across Australia, Asia and Europe with its bold, design-led experience at affordable prices. TRIBE Auckland Fort Street thrives with energy, offering inviting spaces to work, relax, or connect. Sienna restaurant sits at the centre, serving a sun-soaked So-Cal menu of tacos, shareable plates, and vibrant dishes. Lounge areas, communal tables, and cosy nooks make it perfect for coffee, cocktails, and city-side gatherings.

Ennismore's JO&JOE redefines the hostel experience. Launched in France in 2017, the brand blends the best of hotels, hostels, and private rentals to meet the expectations of modern, social travellers.  Following its expansion across Europe and Brazil, JO&JOE Auckland will be the brand's first opening in Asia Pacific.

Set on Auckland's Fort Street, the new property brings a contemporary twist to the hostel scene - blending spontaneity, affordability, and social connection for the next generation of travellers. It will offer a mix of 75 dorm-style and private rooms, totalling 293 beds, along with a rooftop bar and communal spaces.

Both properties are owned by Accor's long-time New Zealand partner, CP Group.

Accor's growth momentum will continue into 2026, with the opening of Pullman Hamilton, a 191-key hotel being developed by Mistry Centre Ltd that expands the Group's premium footprint in the Waikato region.

Accor NZ hotel performance

New Zealand occupancy for the remainder of 2025 is 1.5% higher than for the same period last year, with Queenstown benefiting strongly from a 13% year-on-year increase in Australian arrivals to New Zealand (as of September) and growth in small and large meetings, as well as corporate travel across all months.

Auckland occupancy has also increased, though has fluctuated according to events, with sport and concerts spiking demand.

Looking ahead, Accor is well-positioned to benefit from the opening of the New Zealand International Convention Centre (NZICC) in February 2026. The new centre is expected to generate significant demand for hotel accommodation in Auckland, helping absorb recent growth in supply and supporting occupancy and rate performance across the city.

Forecasts for 2026 show that occupancy is ahead 3.5% compared to 2025, with Auckland's performance driven by leisure groups across all months, and by the Jehovah's Witness global event being held in January, which is expected to attract thousands of visitors in a traditionally off-peak month. Conference and leisure travel is also boosting forecast occupancies for Accor's Wellington hotels in 2026.

Confidence in a growing tourism market

Accor Pacific Chief Operating Officer, Adrian Williams, said: “While there is no denying that the current economic situation in New Zealand is challenging, the weakened NZ dollar and the country's continued reputation as a prime destination to visit are seeing strong growth in international tourism – and we remain confident this will continue.

“International air capacity is almost back to pre-Covid levels and Australian arrivals to New Zealand are at record levels, which has particularly boosted travel to Queenstown and the South Island. It is also encouraging that international flights to Hamilton have recommenced after 13 years, as we will open a Pullman hotel in the city next year in addition to our existing Novotel and ibis hotels.

“This potential for growth is why we are focused on strengthening our presence in international gateway markets, diversifying our portfolio, and investing in communities across the country.

“We are particularly excited about our two new hotel launches in Auckland, as they will see the debut of new brands in New Zealand, and both brands tap into new and emerging markets.

“There is no doubt that design-led hotels that place greater emphasis on making guests feel 'at home' by providing more vibrant living spaces are what travellers want today. TRIBE will reshape the traditional hotel experience, enabling guests to live, work and play in contemporary interiors.

“The debut of JO&JOE by Ennismore in New Zealand will be a game-changer as this brand totally elevates the hostel experience and will resonate strongly with international visitors who want the benefits of a communal hospitality stay but with quality accommodation and facilities.

“The past few years have seen substantial growth in our network, adding the Te Arikinui Pullman Auckland Airport and also Wairakei Resort Taupō, following our partnership with Bayview International Hotels & Resorts.

“We are also seeing great interest in extended stay accommodation. Brands such as Peppers, The Sebel, and Mantra continue to perform well, with properties such as The Sebel Wellington Lower Hutt and Mantra Lake Tekapo delivering exceptional guest experiences. With over 10,000 rooms across this segment in Australasia, extended stay is a natural growth area.

“With new brands, strong and established partnerships with local owners, renewed energy, and a deep connection to place, we believe the future of hospitality in New Zealand is bright.”

Reviving domestic tourism through major events

While Accor remains confident in international visitor growth, Williams said investment in major events is vital to reigniting domestic tourism.

“The forecast for international tourism is positive, but domestic tourism remains subdued and we believe that stronger investment in attracting major events and conferences is essential to reignite the local tourism and hospitality sector,” he said.

“It's encouraging to see the Government take decisive action with the NZ$70 million boost for major events and tourism. This is very positive news for the tourism and accommodation sector, which depends on a steady pipeline of events to support jobs, stimulate local economies, and showcase New Zealand on the world stage.

“Guests increasingly treat major events as non-discretionary leisure experiences - they'll travel for them, extend their stay, and make the most of the opportunity.

“New Zealand has a proud track record with world-class events like the Rugby World Cup and America's Cup, and we'd love to see more major sporting tournaments, international music tours, business conventions, and cultural festivals attracted here. It's also important that these events aren't limited to the main centres - regional destinations stand to benefit greatly from increased visitation.

“The reality is that securing large-scale events requires forward planning and investment. It can take several years to win hosting rights, but the long-term benefits are undeniable - they showcase New Zealand on the world stage, drive repeat visitation, and encourage new business and leisure travel.”

From luxury to economy, Accor operates more than 400 hotels in the Pacific region under renowned brands such as Sofitel, MGallery, Art Series, Pullman, Swissôtel, Mövenpick, Grand Mercure, Peppers, The Sebel, Mantra, Handwritten Collection, Novotel, TRIBE, Mercure, BreakFree, ibis, ibis Styles and ibis budget, as well as Ennismore's SO/, Mondrian, 25hours, Hyde and JO&JOE.

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ABOUT ACCOR

Accor is a world-leading hospitality group offering stays and experiences across more than 110 countries with over 5,700 hotels and resorts, 10,000 bars & restaurants, wellness facilities and flexible workspaces. The Group has one of the industry's most diverse hospitality ecosystems, encompassing more than 45 hotel brands from luxury to economy, as well as lifestyle, with Ennismore. ALL Accor, the booking platform and loyalty program embodies the Accor promise during and beyond the hotel stay and gives its members access to unique experiences. Accor is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity, and inclusivity. Accor's mission is reflected in the Group's purpose: Pioneering the art of responsible hospitality, connecting cultures, with heartfelt care. Founded in 1967, Accor SA is headquartered in France. Included in the CAC 40 index, the Group is publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States.  For more information, please visit group.accor.com or follow us on X, Facebook, LinkedIn, Instagram and TikTok.  

Media Relations Contacts

Naomi Hammond
Director of PR & Communications, Pacific
naomi.hammond@accor.com

Sarah Lipkin
PR & Communications Manager, Pacific
sarah.lipkin@accor.com