Accor revolutionises economy-hotel standards and gives ibis a head start

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    Ibis, the benchmark in the economy segment, is pushing ahead with its transformation in line with evolving trends in consumer preferences and cementing its leadership in the worldwide economy hotel sector. This is the first step in Accor’s strategy to modernise all its brands. “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.

    This economy-brand revitalisation project kicked off on 13 September 2011 and involved grouping ibis, ibis Styles (all seasons) and ibis budget (Etap Hotel) within one single ibis family. The project’s goals were ambitious and it is outpacing traditional hospitality-industry cycles: by the end of October 2012, 100% of the UK network and 80% of the ibis network worldwide (1,280 hotels) will boast the new banners. The project will be complete by the end of 2012.

    This revolution also involves revamping ibis hotel bedding

    The fact that roughly 70% of guests rank comfortable beds as the single most important factor when they choose an economy hotel* prompted Accor to develop an exclusive bedding concept – Sweet BedTM by ibis, ibis Styles, ibis budget – to treat customers to unrivalled comfort and establish a solid reputation on that score.

    * July 2012 Accor Business Traveller survey

    The new ibis and ibis budget, public areas – lobbies, reception desks and bars – have been revamped into contemporary living areas brimming with uncompromising designer class. These areas were unveiled last June and 50 hotels worldwide will have completed the renovation work by the end of this year.

    In the UK the first of these designs will be visible in London in 2013.

    Continued on page two…

    Daniel Fountain / 02.10.2012

    Editor, Hotel Designs


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