Ibis "mega brand" edges closer

Ibis "mega brand" edges closer
By admin


Accor has revealed further details of its triple-tier Ibis brand ahead of its launch next month, claiming the overhauled network will change the perception of Australia’s economy hotel sector.

New beds, uniforms, signage and a website will play key roles in the repositioning, which will see the hotel firm axe its Formule 1 and All Seasons brands, rebadging those properties as Ibis Budget and Ibis Styles under an Ibis “mega brand”.

Accor Pacific chief operating officer Simon McGrath said the implementation of the new triple-tier segmentation would “increase the clarity, consistency and strength” of the three economy brands.

“[It] will enable Accor to achieve critical mass in several markets, particularly Australia and New Zealand, where Ibis will become the region’s largest economy hotel network,” he said.

“The economy hotel sector in Australia and around the rest of the world has often been inconsistent in delivering quality facilities and service. Ibis is changing that perception with its innovation and guarantee of quality.”

According to McGrath, new “Sweet Beds” are central to the overhaul. He referred to research that had shown 70% of guests ranked comfortable beds as the “single most important factor” when selecting an economy hotel.

“To get such a prime sleep experience for such value-for-money rates will redefine the economy hotel sector,” he said.

The beds will be introduced to Ibis Hotels and Ibis Budget Hotels over the next six months. All existing and new Ibis hotels will get updated signage by the end of the year with new uniforms to follow in February 2013.

A new website www.ibis.com will also be launched later this month.

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