Since its launch in 1974, ibis has transformed the budget hotel industry by making travel accessible to everyone. To mark its 50th anniversary, the brand is launching the ‘Go Get It’ campaign, which highlights the importance of travel and explores the deeper motivations that drive people to go on adventures. Here's a closer look at a fast-growing brand.

With over 2,600 hotels and almost 300,000 rooms, ibis is present in 79 countries and is distinguished by its three ranges: ibis, ibis Styles and ibis budget. Each has its own design and commitment, but all share the spirit of openness and warm welcome that characterise the brand. Guests particularly appreciate the value for money, the 24/7 restaurant offer and the comfort of the award-winning Sweet Bed™ by ibis bedding.

The brand has not only transformed travel experiences, but has also had a positive impact on local communities and the lives of its teams, the ‘Heartists’. It is built on three core promises: affordability, innovation and reliability.

The ibis family has a development pipeline of over 300 hotels. In the near future, the brand plans to expand its international footprint with new openings in the Philippines and Iceland in 2024, followed by Colombia in 2028.

Jean-Yves Minet, Global Brand President, Midscale & Economy, Accor :

“Fifty years ago, ibis democratized travel by introducing the concept of economy hospitality, providing guests with friendly service, great design, consistent quality – all at an affordable price.”

 “ibis has remained a leader in the economy segment for 50 years because we know that guests get the most out of their travels when we put the most into their stays. Whatever the reason for their travel, wherever they are in the world, there’s an ibis to help guests Go get it.”

Karelle Lamouche, Chief Commercial Officer, Premium, Midscale & Economy brands at Accor :

“ibis is one of the best-known hotel brands in the world, growing at pace to serve the world’s travelers, last year hosting almost 72 million stays.”

"Travel has become the most essential 'non-essential' experience today, and our latest global ibis travel intent research shows that one in three respondents plan to travel more in 2025 than they have this year. Across the globe, particularly in fast-growing regions like Asia, we’re seeing a surge in the traveling population. At ibis, we are perfectly positioned to cater to the evolving needs of this new generation of travelers."

The ‘Go Get It’ campaign, designed in collaboration with Saatchi & Saatchi London, highlights inspirational stories through videos broadcast on social media and television. Featuring staff such as Michael Brandy from ibis London Sutton Point and Zoltan Fuzesy from ibis Styles Edinburgh St Andrew Square, the stories illustrate the friendly spirit of ibis. Produced by award-winning French filmmaking duo AB/CD/CD, the film series combines human storytelling with art direction. 

ibis global travel intentions: a look at emerging trends

The latest ibis data, collected from 9,000 consumers in eight key markets, provides an insight into the motivations of travellers around the world. The results reveal that family and friends remain the number one source of inspiration when choosing a destination, with 45% of respondents citing family and friends as their main influencers. Next come personal interests and hobbies, followed by online resources such as travel blogs and websites, as well as platforms such as YouTube, which are becoming essential references for many travellers.

The rise of social networks is also striking. In fact, 25% of travellers say they would be prepared to book a holiday solely on the basis of discoveries made on social media. This trend is even more marked among young people, with 39% of generation Y/Z saying they would be prepared to take the plunge. For those who have already travelled to a destination discovered via influencers, 28% report that the experience surpassed their expectations, a figure that rises to 44% for the younger generations. This illustrates the growing impact of social networks in the way people plan their trips.

When it comes to the criteria that influence the choice of destination, cost remains the most important for 44% of travellers. The surrounding landscape and the weather are also determining factors, particularly for the British, who are sensitive to weather conditions, with 42% of them mentioning it as a key criterion.

Traveller behaviour is also showing a shift towards a more experiential approach. A majority, 72%, prefer to stay in affordable hotels so that they can invest more in leisure activities. More than half of participants (58%) say that travel experiences take precedence over material goods, underlining a growing desire to experience unique moments. In addition, 34% of travellers plan to plan their trips in 2025 around specific events, whether concerts, festivals or cultural events.

This data highlights a shift towards an enriching travel experience, where sharing and discovery take precedence over material consumption. In this context, the ibis ‘Go Get It’ campaign fits perfectly, encouraging everyone to explore and fulfil all their travel desires, while making these experiences accessible to all.

Development of the pipeline over time: key dates

• 1974: The first ibis hotel opens in Bordeaux, France.
• 1976: ibis reaches 15 hotels in France, the Netherlands and Switzerland.
• 1978: ibis has 28 hotels worldwide.
• 1983: The 100th ibis hotel opens and the brand enters the United States.
• 1987: ibis opens its 200th hotel.
• 1992: ibis opens its 300th hotel worldwide.
• 2008: ibis opens its 800th hotel in Shanghai, China.
• 2009: The 100,000th ibis room goes into service with the opening of ibis City West in Munich. The brand also opens its 50th hotel in Brazil.
• 2014 : The ibis family reaches a total of 1,700 hotels.
• 2024: The ibis family has more than 2,500 hotels (over 296,000 rooms).