News

Ibis confusion to ease over time: Accor

Ongoing confusion about the differences between the three Ibis brands will ease over time, according to Accor as it revealed it is reaping the benefits of the megabrand strategy.

The launch of the strategy in late 2012 saw its Formule 1 properties become Ibis Budget, All Seasons become Ibis Styles with Ibis properties retaining their brand.

Chief operating officer Pacific Simon McGrath told Travel Today that the confusion surrounding the former brands had been far greater.

“To have high brand recall in any market, the key is to have brand density,” he said.

“Putting the three brands together under Ibis, Ibis Styles and Ibis Budget gave us that density, so overall the Ibis brand has certainly benefited from it.”

McGrath added that research has shown that the Ibis Budget brand is “very clear”, but admitted that the hotel firm continues to work on its Ibis Styles offering as it grows the network further.

“We continue to work on the product with investment in lobby spaces, we continue to make investment into food and beverage and refurbishments in general will continue,” he said.

“It will take time like any brand but it has much stronger brand recall in market now than it did before.”

This week sees the launch of Ibis Adelaide – the first new-build Ibis to be developed in Australia since the Ibis Sydney King Street Wharf development in 2008.

Accor highlighted the new $65 million hotel in Grenfell Street as part of a major expansion of the Ibis brand across Australia.


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