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TRIBE: Accor Brand to Debut in Portugal in 2027 to “Build a Network of Lifestyle Hubs”

17 October, 2025
TRIBE: Accor Brand to Debut in Portugal in 2027 to “Build a Network of Lifestyle Hubs”

Source: TNews

The hotel brand TRIBE, part of the Accor Group, is preparing to make its debut in Portugal in 2027 with the opening of TRIBE Porto Gaia, a Mercan Properties project under construction. According to Pauline Oster, Vice President for Europe and North Africa, the property will “contribute to Porto’s reputation as a forward-thinking city,” with the goal of “building a network of lifestyle hubs in Portugal.”

In an interview with TNews, Pauline Oster, Vice President for Europe and North Africa of TRIBE, stated that Porto was chosen as the brand’s gateway to the Iberian Peninsula because it is “a dynamic city, with a rich cultural scene and growing international appeal.” Meanwhile, Vila Nova de Gaia “offers proximity to the Douro River and a vibrant local atmosphere, making it an ideal location for TRIBE’s debut in Portugal.”

The expected impact of TRIBE Porto Gaia is to strengthen the region’s lifestyle hospitality sector. The new hotel is expected to “enhance the lifestyle hotel offering in the region, attracting both domestic and international travelers” and to serve “as a social hub and design destination, contributing to Porto’s reputation as a city with a vision for the future.”

The project stems from an agreement with Mercan Properties. According to Oster, the choice was “a natural one,” as the group “shares TRIBE’s vision for bold, design-driven hospitality and has a strong track record in sustainable development.” She also emphasized that the Portuguese company has “local expertise and a commitment to quality,” factors that underpin a “strategic partnership” the brand hopes will mark the beginning of a “long-term collaboration.”

Although “specific details are still being finalized,” Oster noted that the hotel will incorporate the “brand’s signature style with bold design elements, dynamic common areas, and an aesthetic inspired by local culture.” The hotel’s style will be “minimalist,” yet “enriched with local art and materials.” At the same time, TRIBE promises to remain true to its ethos, offering “hospitality rooted in design, sustainability, and authentic community engagement.”

Among the distinguishing features will be intuitive technology — including contactless check-in and smart room controls — while “maintaining human connection,” as the brand emphasizes “a welcoming and social atmosphere.” Gastronomy will also play a central role, with “F&B options curated to highlight regional producers and create a relaxed, community-driven environment.”

TRIBE will focus on digital-based marketing strategies and “local partnerships and personalized experiences,” aiming to attract both international travelers with an affinity for design and Portuguese guests through “cultural programming and regional F&B offerings.”

TRIBE Porto Gaia will be a 4-star hotel located in Jardim do Morro, overlooking the Douro River, Serra do Pilar, and D. Luís I bridge.