Accor has reinforced its confidence in New Zealand’s tourism future with the launch of two fresh hotel brands in Auckland, marking a significant expansion of its local network. The global hospitality group has debuted TRIBE Auckland Fort Street and is set to open JO&JOE Auckland in early November, introducing contemporary, design-led accommodation options that appeal to new generations of travellers.
With these openings, Accor now operates 49 hotels and more than 6,200 rooms across New Zealand, strengthening its position as the nation’s largest hotel operator.
Fresh faces for Auckland’s hotel scene
TRIBE Auckland Fort Street, which opened on 14 October, delivers a bold, design-driven experience at accessible prices. Centred around Sienna restaurant, the property offers a sunlit So-Cal menu and social spaces for guests to work, dine, and connect. Lounge areas, communal tables, and private nooks make it a versatile hub for both locals and travellers.
Just around the corner, JO&JOE Auckland will redefine the traditional hostel stay when it opens in November. A collaboration between Accor and Ennismore, the brand blends the energy of a hostel with the comfort of a boutique hotel. The property will feature 75 dorm-style and private rooms, a rooftop bar, and communal zones that foster creativity and connection. It marks JO&JOE’s first venture in the Asia Pacific region.
Both properties are owned by Accor’s long-standing New Zealand partner, CP Group.
Confidence in growth and innovation
Accor Pacific Chief Operating Officer Adrian Williams said the new openings reflect strong faith in New Zealand’s tourism outlook despite current economic challenges.
“International air capacity is close to pre-Covid levels and Australian arrivals are at record highs, driving growth across destinations such as Queenstown and the South Island,” said Williams. “We’re also excited to see international flights return to Hamilton after 13 years, where we’ll open Pullman Hamilton next year.”
The Pullman Hamilton, due in 2026, will add 191 rooms to Accor’s premium portfolio and extend the group’s presence in the Waikato.
Williams said the appeal of design-led accommodation continues to rise. “Guests want to feel at home in vibrant, flexible spaces. TRIBE’s modern interiors encourage guests to live, work, and play, while JO&JOE will transform the hostel experience with quality facilities and a communal spirit,” he said.
Tourism trends point upward
Accor reports that New Zealand’s hotel occupancy for the remainder of 2025 is up 1.5% year-on-year, buoyed by increased Australian arrivals and steady growth in business and leisure travel. Auckland’s hotel performance continues to fluctuate around major sporting and entertainment events, but the outlook remains strong.
The opening of the New Zealand International Convention Centre in February 2026 is expected to further boost demand. Forecasts indicate national occupancy levels could rise 3.5% in 2026, supported by major events including the Jehovah’s Witness global gathering at Ellerslie in January.
Events key to reigniting domestic travel
While international tourism shows solid recovery, Williams urged greater investment in major events to stimulate local travel.
“The NZ$70 million government boost for major events and tourism is a positive step,” he said. “Large-scale events bring visitors, create jobs, and showcase New Zealand globally. They’re essential for keeping regional economies vibrant and supporting the accommodation sector.”
Williams added that events should not be confined to major cities. “Regional destinations benefit greatly from event-driven visitation, but securing these opportunities requires forward planning and sustained investment. The rewards, however, are long-term and far-reaching.”
Expanding across the Pacific
Accor continues to expand its diverse portfolio across the Pacific, spanning luxury to economy brands such as Sofitel, MGallery, Pullman, Mövenpick, Peppers, The Sebel, Mantra, Novotel, Mercure, ibis, and Ennismore’s lifestyle labels including Mondrian, 25hours, and Hyde.
With new brands, strong partnerships, and an eye on sustainable growth, Williams said Accor is confident the future of New Zealand hospitality is bright.
