Accor’s design-driven brand TRIBE Hotels has made its debut in Phuket, Thailand, marking the brand’s fourth property in Asia.

Situated in Patong, the 187-key property is a short walk from the beach and local attractions.

The new TRIBE hotel is a homage to the region's Sino-Portuguese heritage, incorporating local craftsmanship into its design.

Accommodation options include five room categories, ranging from the compact TRIBE Essential to the expansive TRIBE Max Suites, which offer guests a separate living and sleeping area.

Each room is equipped with amenities, including floor-to-ceiling windows, a private balcony, a sofa, a 55in smart television, a Nespresso machine, and a rain shower.

The hotel features various dining venues, a Technogym fitness centre, and a retail area with TRIBE-branded items and regional products.

Accor Asia premium, midscale and economy chief operating officer Garth Simmons said: “Across Asia, lifestyle hospitality is booming. Modern travellers seek design-led, functional spaces and vibrant social energy, while still valuing comfort and fair prices. This creates the perfect environment for the expansion of a brand with a bold personality like TRIBE.

“TRIBE Phuket Patong is our fourth TRIBE hotel in Asia and a powerful step forward in redefining what modern hospitality can be. Bringing a new kind of experience to a high-impact destination like Phuket, a place where culture, vibrancy, and community converge, is truly exciting. We are confident that TRIBE's concept will stand out, creating spaces that resonate with today's savvy, design-conscious travellers.”

With a focus on cost-effectiveness, the TRIBE brand has properties in more than ten countries, encompassing flagships in Belo Horizonte and Auckland, while parent company Accor has a portfolio of more than 5,600 properties throughout over 110 countries.

In November 2024, TRIBE reached a significant milestone with the expansion of its portfolio to 20 properties worldwide, marking a growth for the Accor brand.