One year after announcing its economy-hotel ‘Big-Bang’, Accor has unveiled the full scope of the ibis revolution, which has rolled out simultaneously in 56 countries. This project involved reviewing economy hotel standards, renewing more than 100,000 beds, developing an all-new concept for its public areas, and installing the new ibis, ibis Styles and ibis budget banners in record time.
By the end of 2012:
- 100% of the 1,600 economy hotels worldwide will be operating under the new banners
- End of October, 66 000 beds will have switched to the new Sweet BedTM by ibis, ibis Styles and ibis budget concept.
- 50 hotels will feature revamped public areas that put designer class back at the core of the hotel experience
- An advertising campaign in 56 countries will mirror the ‘ibis family’s’ transformation and modernization
First step in Accor’s strategy to modernise its brands
Ibis, the benchmark in the economy segment is pushing ahead with its transformation in line with evolving trends in consumer preferences, with the intention of cementing its leadership in the worldwide economy hotel sector. This is the first step in Accor’s strategy to modernise all its brands.
Accor Chairman and CEO Denis Hennequin explains:
“What we are doing with ibis is reinventing economy hotels by setting a new standard. Our goal is to open up new territories – I mean new hotel experiences as well as new geographies. This project is unprecedented. It has put ibis’ vision one step ahead. It is treating our customers to unrivalled choice at affordable prices and our franchisees to even more brand appeal.”
This economy-brand revitalisation project kicked off on 13 September 2011 and involved grouping ibis, ibis Styles (all seasons) and ibis budget (Etap Hotel) within one single ibis family. The project’s goals were ambitious and it is outpacing traditional hospitality-industry cycles: by the end of October 2012, 100% of the UK network and 80% of the ibis network worldwide (1,280 hotels) will boast the new banners. The project will be complete by the end of 2012.
UK progress
Commenting on the progress in the UK, Thomas Dubaere, Managing Director, Accor UK and Ireland said:
“We are delighted with the progress we have made in our ambitious brand revitalisation project in the UK. By creating one overarching ibis family which includes each of these individual and dynamic brands – ibis, ibis Styles and ibis budget – we are creating a new standard in the economy segment, designed to not only exceed our client’s expectations, but to deliver the best emotional and practical experience in the UK market.
“The ibis family provide a fantastic and unique opportunity for our partners and franchisees to be part of our expansion and growth in the UK, as we continue to increase the Accor UK network to 300 hotels by 2015.”
Revamping ibis hotel bedding and public areas
The fact that roughly 70% of guests rank comfortable beds as the single most important factor when they choose an economy hotel prompted Accor to develop an exclusive bedding concept – Sweet BedTM by ibis, ibis Styles, ibis budget – treating customers to unrivalled comfort and establish a solid reputation on that score.
This is the first time a hotel group has designed an entire bed. This truly revolutionary ‘new-generation’ bed is designed around customers’ cultural habits. In other words, it has been tailored around the way customers use beds and local habits – worldwide – to provide unsurpassed comfort in its category. And more than 100,000 beds will be renewed by 2013.
Lobbies, reception desks and bars have been revamped into contemporary living areas brimming with uncompromising designer class. These areas were unveiled last June and 50 hotels worldwide will have completed the renovation work by the end of this year. In the UK the first of these designs will be visible in London in 2013.
New ‘Big-Bang’ international advertising campaign starting 3 October
A worldwide communication campaign will kick off simultaneously in 56 countries on 3 October and run until end of December 2012, on a variety of communication channels (billboards, online, TV, and the press).
As one of the foremost economy hotel brands in the UK, relaying the new visual identity of ibis is key for Accor. As such, the new ibis advertising campaign will feature the first ever UK TV advertising for the hotel brand. The TV advertising will air on all main UK TV channels. Advertising is scheduled during peak programmes, demonstrating the company’s commitment to furthering the already strong awareness of the ibis brand in the UK.
In addition, Accor has invested in UK specific print advertising in national newspapers. Developed for a UK audience, the print campaign is intended to increase the awareness of the brand throughout the UK and showcase the company’s corporate culture of innovation and the experience of well-being throughout all ibis hotels in the country.
The new advertising campaign will target the general public and highlight the ibis family brands’ transformation and modernisation. The Group has invested €30 million in this new campaign – the highest figure ever in the economy segment – showing once again that it is determined to make a lasting impression on customers.