Project Scope

Jo&Joe, a hybrid hospitality brand under the Accor group, has strategically expanded into the Italian market with the opening of its first property in Rome. This move aligns with the brand’s mission to cater to millennials and international travelers seeking a blend of hotel comfort and hostel social experiences.

Horwath HTL Italy assisted the client in analyzing the catchment area for JO&JOE’s new property in Rome, providing insights into potential target markets. JO&JOE, a hybrid hostel brand under Accor, opened its first Italian location in Rome, near the Trevi Fountain and the Pantheon, in a former 16th-century monastery.

The property features 49 rooms with a total of 210 beds, including 15 private rooms for two with en-suite bathrooms and dormitory-style rooms accommodating four to eight guests. These dormitories utilize modular solutions to offer relative privacy.

JO&JOE aims to attract both locals and travelers—referred to as “Townsters” and “Tripsters”—including solos, groups, and couples of all ages, for both business and leisure purposes. The brand’s target demographic is predominantly millennials and the millennial-minded, focusing on providing a unique experience that blends the social aspects of hostels with the quality and comfort of hotels.

The Rome property offers a vibrant atmosphere with spaces designed for social interaction, including a bar, restaurant, and a dedicated stage for DJ sets and concerts, aligning with JO&JOE’s emphasis on community and shared experiences.

By analyzing the local market dynamics and understanding the preferences of the target audience, Horwath HTL Italy provided strategic insights to position JO&JOE Rome effectively within its catchment area, ensuring alignment with the brand’s identity and appeal to its intended demographic.

プロジェクト所在地

Rome, Italy