A new strategic phase for the ibis family: Accor unveils the new common areas of its ibis and ibis budget brands
Paris, France, 21 June 2012: As part of the economybrand revitalization strategy announced last September, Accor is injecting newmomentum into the modernization of the ibis, ibis Styles and ibis budget brandsby revolutionizing the design and use of the common areas and turning them intoreal living spaces within the hotels.
InSeptember 2011, Accor announced the grouping of its economy brands under theibis banner. Ibis is Europe’s leader in economy hotels, has unrivaledworldwide notoriety and is now also the focus of the transformation ofgroup’s economy segment. Accordingly, the ibis, all seasons and EtapHotel brands have evolved into a family of three strong, innovative andrejuvenated brands: ibis, ibis Styles and ibis budget.
Thisstrategy reflects the in-depth transformation of consumer expectations.Consumers now demand modern, contemporary, stylish brands that are alsosocially and environmentally responsible in all consumption segments. In orderto seduce them, brands must provide a customer experience that meets newemotional and sensory expectations, including in the economy segment.
Design, spaciousness andconviviality, all for the same price
Thegroup presents ibis’ and ibis budget’s new, completelyredesigned common areas, which offer a unique hotel experience with brands andservices that focus on comfort and innovation.
Thespace has been transformed. It is now an “open-plan” area withlarge volumes where materials and colors are combined to create a warm, casualatmosphere that nurtures interaction and friendliness.
Reflectingnew customer expectations, “designer” furnishings are no longer aprerogative of upscale hotels and prices have not increased.
Unlikeibis and ibis budget, ibis Styles establishments are non-standardizedand therefore do not have the same common areas. However, this brand is not wantingand has already made design central to its thinking. Designers with differentsources of inspiration, work on each ibis Styles establishment, embracing thebrand’s hallmark colorful, sparkling spirit, and then reflected it in boththe common areas and the rooms. In this way, a unique atmosphere is created ineach establishment.
Record renovation time
Themake over of the common areas has been planned to reduce renovation work inthe establishments to a minimum. Usually this type of refurbishment takesabout six weeks. However, with an optimized system that includes using printedpanels and “pre-manufactured” elements, the renovation time hasbeen virtually halved and has no impact on either the customer’s stay orthe hotel’s daily activities.
Stronger, moreattractive brands for an international franchise network
Theeconomy brands’ makeover will spearhead the acceleration of thegroup’s expansion through franchises. “This new economy hotelconcept meets the expectations for modernity and friendliness of both ourcustomers and our franchisees, who like us, are keen to offer high-qualityestablishments that anticipate the hotel trends of the future,”explains Denis Hennequin, Accor’s Chairman and CEO.
Thefirst countries the new ibis and ibis budget common areas will be rolledout in are France, Germany, the United Kingdom, Spain, the Netherlands andSwitzerland. The concept will also soon be deployed in Latin America and Asia,where it will be adapted to suit local markets and ways of working. For example forthcoming makeovers inEurope include:
ibisEvry, ibis Paris Porte d’Orléans, ibis Courbevoie, ibis Gare de Lyon,ibis Berlin Potsdamer Platz, ibis Madrid Centro, ibis Amsterdam City West, ibisLondon Excel
ibis budget Versailles St-Cyr,ibis budget Argenteuil, ibis budget Berlin Potsdamer Platz, ibisbudget Madrid Valentin Beato, ibis budget Saint Maurice.
ibisStyles Bayonne Gare Centre (opening July 2012)
ibisStyles Nimes Gare Centre (opening July 2012)
ibisStyles MilanoMelegnano (opening August 2012)
ibisStyles London Croydon (opening August 2012)