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ibis relaunch nearly completion as Accor revitalises brand

ibis relaunch nearly completion as Accor revitalises brand

One year after announcing what it is called the economy-hotel ‘big-bang’, Accor has unveiled the full scope of the ibis revolution, which has rolled out simultaneously in 56 countries.

The project involved reviewing economy hotel standards, renewing more than 100,000 beds, developing an all-new concept for its public areas, and installing the new ibis, ibis Styles and ibis budget banners in record time.

It is the first step in an Accor strategy to modernise all its brands.

“What we are doing with ibis is reinventing economy hotels by setting a new standard,” explained Accor chairman and chief executive Denis Hennequin.

“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.”

This economy-brand revitalisation project kicked off on September 13th 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 per cent of the UK network and 80 per cent of the ibis network worldwide (1,280 hotels) will boast the new banners.

The project will be complete by the end of 2012.

Commenting on the progress in the UK, Thomas Dubaere, managing director, Accor UK and Ireland said: “We are delighted with the progress we have made in our ambitious brand revitalisation project in the UK.

“By creating one overarching ibis family which includes each of these individual and dynamic brands – ibis, ibis Styles and ibis budget - we are creating a new standard in the economy segment, designed to, not only exceed our client’s expectations, but to deliver the best emotional and practical experience in the UK market.

“The ibis family provide a fantastic and unique opportunity for our partners and franchisees to be part of our expansion and growth in the UK, as we continue to increase the Accor UK network to 300 hotels by 2015.”

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.