[In images] "What was ibis red in the end? Now we know" Franck Gervais, CEO AccorHotels Europe

4 min reading time

Published on 31/01/19 - Updated on 17/03/22

"ibis open" a complete transformation for guests, for employees and for owners. A will to create more added value and revenue for franchisees and to increase the awareness of the brand among travellers.

New designs, new ways of welcoming guests, and a new image for the ibis red brand. AccorHotels Group proposes its owners a new brand.

Sébastien Bazin Chairman and CEO AccorHotels Group, commented during the launch of that new brand "Inspite of acquisitions, we never stopped the growth of ibis. In terms of spontaneous awareness, outside of the USA, ibis is far ahead of Hilton” […]. "There is one opening of ibis RED every 3 days on the planet."

"I came to try to stop standardization, to stop same designs and concepts repeating. Though it has been the case for 40 years. We, hotel groups have been displaying the same brands for 40 years, inspite of geography. Those days are over. We still have to preserve the brand. How do you manage preserving a coherent brand with a very distinct design and experience?"

It is also "A brand open to employees. A way to give a chance to someone with no privilege, no education. Give a chance to local neighbours and communities."

"We target the top 100 most valuable brands."

If you want to hear Sébastien Bazin about AccorHotels's strategy come and follow his keynote at the Global Lodging Forum.

ibis Megabrand is almost half of the supply worldwide within the AccorHotels group properties. Ibis red is about half of those 150,478 rooms. 

For Franck Gervais : "ibis has invented this hospitality feeling. We took the best of technology and the best of human interaction.”[…] “We changed our empty sad square meters into vibrant, lively spaces." […] "We need to adapt locally what will be scaled globally."

If you want to hear Franck Gervais about customer's data management, come and follow his keynote at the Global Lodging Forum.

No more desks for the check-in and check-out, but mobiles phones and receptionists that come and meet you, welcome you. This was made possible with training and a total rethinking of the operating system. A worldwide contest for architects and designers to propose a new identity for ibis red. Three were chosen:

  • The concept Plaza by FGMF based in Sao Paulo
ibis red Plaza by FGMF
ibis red Plaza by FGMF
  • The concept Agora by Innocad based in Austria
ibis red Agora by Innocade
ibis red Agora by Innocad
  • The concept Square by Soda, based in Bangkok
ibis red Square by Soda
ibis red Square by Soda

20 projects are under development in South America, 28 in Asia, 16 in Europe and XX in Africa. The group targets 100 properties transformed by the end of 2019, 200 by 2020, 300 by 2021 and then the whole ibis red supply.

Another piece of the rebranding, the development of two F&B concepts.

The new ibis red experience is deeply connected with music, a partnership with Spotify to get data about the customers habits and last trends. Sony Music 4th Floor creative group is also part of the experience to find new talents that will perform in the ibis red hotels. 

Steven Taylor,  Global Chief Brand officer says :"We are going to use music as a platform. The ambition is to position ibis as beacons of live music in their locations. Social media play a critical part in developing our brands.  We are willing to use music to forge deeper relationships with customers, add better value to our brand and to encourage them to share. It will have much stronger impact than if we shared ourselves."



Hotel Group

  • Accor France
  • Offres d'emplois 35 currents job offers
Ibis Hotels

Ibis Hotels

Ibis Mégabrand

Ibis Mégabrand

Hotel chain

  • Ibis Mégabrand France
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