Commune new umbrella brand for JDV, Thompson, maybe more

Commune Hotels & Resorts is the new name of the joint venture company created last year between lifestyle operators Thompson Hotels and Joie de Vivre. In addition, the company announced this summer it will launch of the JDV Collection for its roster of Joie de Vivre hotels and stated it will introduce a design-driven, value-oriented 3-star brand later this year.

Co-chairs John Pritzker of Geolo Capital, Thompson’s Jason Pomeranc and the JV’s CEO Stephen Brandman announced the new umbrella company on Tuesday that since October was provisionally known as JT Hospitality, a collection of more than 30 independently branded hotels.

“Because of our merger on October 1, we are well capitalized and will explore opportunities, including those in Asia, Mexico and others in the United States,” Brandman told HOTELS. “Our recent opening in London (Thompson’s Belgraves) will lead to more opportunities in Europe. We want to become more global and more announcements will take us in that direction.”

In response to the new brand announcement, Brandman added that Commune is open to buying existing brands to build critical mass. “Ultimately, under Commune we could be 5-star player, create hotels in Asia, develop a pod-style hotel,” Brandman said. “The most comparable way to look at this is the way some other companies like Starwood and IHG have developed multiple brands.”

As for the JDV Collection, Brandman hinted that most existing hotels will go into the new Collection, while others, depending on the wishes of the property owners, could potentially join the new 3-star brand.

Since the merger Commune Hotels has debuted three high-profile projects: Thompson’s Belgraves in London, The Saguaro Scottsdale and The Saguaro Palm Springs.

The company has also signed management contracts for hotels currently under development, including Thompson properties in Chicago and Miami, and Joie de Vivre hotels in Honolulu and Palo Alto, California.

“Our ethos is about individuality, community, locations that are authentic to their environment, and the kind of service that exceeds guests’ expectations and makes travel exciting again,” the three executives wrote in a statement. “We believe celebrating individuality is the best way to elevate the guest experience.”