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Ibis, winner of the first Hotel Development Trophy

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Published on 05/03/13 - Updated on 17/03/22

On the occasion of the 17th session of the Global Lodging Forum, which was held at the Hotel Bristol Paris on the 25th and 26th of February, the MKG Group awarded the first hotel development trophy for the brand that most increased the number of rooms on the European territory.

For this Number 1 Hospitality Development Brand in Europe trophy, the distinction was presented to the Ibis brand, the Accor group’s new «mega brand» which has generated a net increase of 5 769 rooms to its supply over the course of the 2012 year, ahead of Premier Inn from the British group Whitbread (5 115 net rooms) and the English Travelodge (3 362 net rooms).«I am particularly honored to receive this award,» said Dennis Hennequin, President & CEO of Accor. «It embodies the considerable work in repositioning the ibis brand, which involves more than 1,600 hotels around the world and was completed in record time thanks to the commitment of Accor staff at all levels and to the enthusiasm shared by our franchisees.»Since its reunification within Ibis family of Ibis Hotels, Budget Hotel (formerly Hotel Etap) and Ibis Styles (formerly All Seasons), Accor’s economy brand tops the European charts in 2013, with nearly 122,000 rooms available in three versions (see table). Within the European Union (27 countries), the French brand Ibis now largely exceeds (a third of additional rooms) the American Best Western whose single brand strategy (including variants Best Western, Best Western Plus and Best Western Premier) had long assumed the position of European leader.The Development Trophy challenger arrives in fourth place in Europe. Premier Inn of the British Whitbread group embodies the rapid development of economy brands in the territory of the United Kingdom. Hosting the Olympic Games in London in the summer of 2012 has stimulated an extensive development program, centered around the capital. This has benefited its eternal rival, Travelodge, third in the trophy and eighth in rankings by rooms. Despite the difficult financial restructuring, Travelodge also profited from the Olympic Games to widely pass the milestone of 500 hotels.The three next greatest improvements are neck and neck, with the French B&B at the foot of the podium with 1 743 new rooms ; the British Holiday Inn Express in 5th position with 1 522 new rooms ; and the American Ramada Hotel with 1 374 rooms.Most other hotel chains have continued to rationalize their networks, sometimes drastically, which has led to many departures. This is particularly the case of the historic Accor brand, Novotel, and to a lesser extent, of Hilton Hotels, with the loss of a Parisian hotel and NH Hoteles in Spain.«We had to acknowledge the efforts of the fastest growing hotel brands with the creation of the first Hotel Development Trophy,» said Georges Panayotis, MKG Group President. «We want to shine a spotlight on the companies that stimulate new hotel supply creation and those involved in its renewal with new concepts. France, and Europe more broadly, need new hotel capacity to defend their positions on the chessboard of world tourism. This is the message passed by Taleb Rifai, UNWTO Secretary-General, in the introduction to the latest session of the Global Lodging Forum».

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Ibis Budget

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Ibis Hotels

Ibis Hotels

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