French group Accor is to “reinvent” the economy hotel sector as it launches a multi-million rebranding campaign for its Ibis, Ibis Budget and Ibis Styles brands. A €30 million advertisement campaign will be launched on the 3rd October.
Accor is re-launching its Ibis hotel range, re-launching Ibis, Ibis Styles and Ibis Budget, regrouping them under a single umbrella brand and reviewing economy hotel standards. Based on a survey showing that comfortable beds were the top priority for around 70% of customers when choosing a budget hotel, a new range of beds has been designed. 66 000 of these beds have already been installed across Ibis hotels and a further 100 000 are set to do so by the end of the year. 50 reception areas are to be modernised by the end of the year and 300 by the end of 2013 as part of the aim to renovate public spaces within the establishments. Catering facilities are also to be transformed within the next 4 to 5 years.An advertising campaign will be rolled out in 56 countries in conjunction with the project in order to publicise the transformation, and a new web portal, ibis.com, will run alongside the three brands’ individual sites. An estimated €150 million is expected to be necessary to complete the project."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," explains Accor Chairman and CEO Denis Hennequin.Currently the three Ibis brands generate 50% of Accor’s revenue.
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