The Jo&Joe format features accommodation, events and dining.
Socal interaction complements room sales
In Rome the JOe&Joe focus is on social interaction, events and dining open to the wider public as a source of revenue to complement room sales. “We go beyond the framework of the classic hotel to embrace the concept of an Open House: social interaction becomes the driving force of the business,” comments Romina Tripepi, general manager of Jo&Joe Rome. In an urban market with high tourist density such as Rome over 25% of total turnover is generated by Food & Beverage and events. This rises to 30% when integrated with social activities and private events, with the profitability of these new hybrid facilities increasingly shared between hospitality and services also for non-hotel guests.
“A place to share travel stories and life experiences”
The mix of hotel guests and the general public is managed through Fluid Zoning which without rigid physical partitions has boundaries created with lighting, acoustics and the layout of the furnishings: “The bar and courtyard are open to everyone, while the sleeping areas are accessible only with a magnetic card, so even during crowded events, hotel guests have their private sanctuary.” The central areas have capacity managed via digital bookings and pre-set density limits to ensure safety and comfort, and the Social Table is a meeting point for individual travellers and groups: “A place to share travel stories and life experiences.”
Milan and Venice stand out
Italy is considered a particularly favourable market for the development of this format with Milan and Venice standing out: the former for its year-round calendar of business, fashion and culture, the latter for its permanent international visibility. “The market is evolving towards lifestyle concepts where accommodation, food & beverage and social life mix: an evolution which is perfectly aligned with our DNA,” says the management.
