The ibis Household Ongoing Dynamics

Accor, the world’s main economy-hotel operator (virtually 1,850 addresses thus far) is unveiling its new-generation ibis resort in Lille at present. The Group created the ibis, ibis Types and ibis funds manufacturers three years in the past, and is pushing forward with the fashionable drive that now defines its financial system section. The ibis household has kick-started a revolution in its market’s requirements with an in-depth customer-experience revamp, in document time for a world community this dimension! The ibis manufacturers’ excellent efficiency and visitor satisfaction metrics are actually main them to take its modern drive to new heights and thereby cement their management by rising their footprint, introducing new ideas and continually listening to their clients and market.

  • In 2014, over 50% of the lodges that the Accor Group opened belong to the ibis household (1 Ibis model resort each 3 days).
  • The Ibis manufacturers generate half of the Accor Group’s EBIT.
  • Ibis Types is the world’s number-one designer and way of life financial system model with greater than 270 lodges, and it’s opening 40+ new ones a years.
  • Friends e book 1 room each 2 seconds straight on its direct web sites.
  • Economic system-segment income elevated 3.7% in 2014 (like for like) and RevPAR gained 4,5% (like for like)
  • ibis is introducing its Candy Room by ibis™
  • ibis funds is introducing unprecedented providers in “low-cost” lodges springing from its insights into clients conduct, desires and desires
  • The ibis manufacturers are on-lining, their digital showcase for jobs


Establishing the ibis model household in 2011 was step one in direction of constructing a constant, interesting and highly effective portfolio round its values, specifically modernity, well-being and ease. The ibis model community – spanning ibis (1,031 lodges), ibis Types (277) and ibis funds (537) – encompassed 1,845 lodges in 63 international locations on January 1, 2015.

Right now, an ibis model resort is opening someplace world wide each three days. In 2014, 54.3% of the lodges that Accor inaugurated belonged to the ibis household (113 lodges).

ibis has added greater than 240 lodges to its community over the previous three years and might be opening 400 extra throughout the subsequent three years, to place its whole to over 2,200 in 2018.

This growth pipeline accounts for about half of the Group’s initiatives worldwide and is principally centered on Asia Pacific (38%), Latin America (30%) and Europe (23%) taking a look at end-2018.

Through the previous 4 years, the ibis household has cemented its place as number-one worldwide by way of the variety of lodges in its community.

The ibis Types model’s unprecedented ramp-up is one other instance of this place shift’s success. It was established as All Seasons in 2007, turned ibis Types in 2011, and this designer and way of life model has constructed its community from 149 to 277 lodges up to now three years. This community is taking a look at 86% progress and round 80% of its lodges are operated beneath franchises. And it’s planning to maintain up its hearty tempo, opening 40 new lodges a yr.

These figures additionally present that every of those three manufacturers’ identities dovetails superbly with clients’ desires and desires in addition to franchise-holders’ and hotel-owners’ expectations.


“From 2011 to 2014, we radically revamped the design and luxury requirements, in addition to the digital options. The notions of well-being, modernity and ease at the most effective value are actually firmly embedded in our DNA, and deal with clients’ in addition to traders’ expectations. We have now launched into a continuing innovation drive to consolidate the ibis manufacturers’ place because the financial system section benchmark worldwide,” explains Frédéric Fontaine, the ibis household’s SVP World Advertising.

The brand new public areas in ibis and ibis funds lodges are nonetheless increasing, now reaching round 100 new lodges a yr.

The Candy mattress by ibis™ bedding idea can be stretching world wide and can develop into over 80% of ibis community lodges by 2017.

The ibis kitchen F&B idea was accessible In 150 lodges in 2014 and can stretch into greater than 400 eating places by the top of 2015.

These transformations have helped to reinforce clients’ perceptions of the model’s up-to-the-minute character and to intensify satisfaction charges, particularly as regards consolation: round 90% of visitors inform us they’re glad, and that determine has been on a continuing upward pattern since 2012. (Supply: GSS).

In 2015, the ibis model is introducing the Candy Room by ibis™, its new room idea – and the following step after modernizing its public areas. It has imagined this new room and loo to deal with vacationers to an unique expertise amid designs, shapes and supplies impressed by upscale lodges, heat colours, and modular designer furnishings and lighting making a modular wellness cocoon that bends round visitors’ each need and want.

Each ibis resort beneath building will characteristic the Candy Room by ibis™, which is already accessible in Rotterdam, Hamburg and Lille. This new room will unfold all through the community when and as new lodges open (40 lodges a yr) and in sync with ongoing renovations.

“Folks now not find yourself in financial system lodges as a result of they need to: now, they keep at financial system manufacturers as a result of they give thought to their choices and make the sensible selection. These manufacturers have taken a stand: they’re blazing new trails and enhancing existence. And, because the world is altering throughout us, our function as chief is to remain in contact with the market and clients and to innovate whereas honoring our dedication on costs,” provides Frédéric Fontaine.

ibis funds made a degree of observing and reaching out to its clients, and these exchanges have led to a collection of agile improvements tailor-made to sensible vacationers who select to remain at very cheap or “low value” lodges. These all-new facilities add emotional and pleasant touches to the normal “comfort” or “good value”. This initiative is ushering in a brand new method to buyer relations at ibis funds

ibis funds is testing these new options in 17 lodges in 8 international locations. They particularly embrace:

  • Receptions providers with a private and enjoyable contact encouraging interplay and constructed round on-line check-in and a recreation on the entrance desk.
  • Traveler ideas on a wall the place resort visitors and employees are free to submit something they don’t need anybody else to overlook (eating places, bars, transportation concepts, museums, and so on.).
  • Breakfasts that bend round vacationers’ wants with specific or native treats for those who wish to hook up with the world.
  • Pleasant instances round a drink, a meal, an occasion in lodges to place the pleasure again into journeys.
  • Companies to journey mild and sensible, rearranged round improved design and gear high quality to make life simpler for loyal visitors (baggage storage and high-tech launderettes).


The ibis manufacturers generate over €1 billion in income on their very own web sites, making them the pace-setters within the financial system market. In early 2015, turned the one-stop-shop for bookings in all ibis model lodges. The in depth selection and the associated synergies are constructing a high-performance platform that’s now attracting 68 million visits a yr.

The direct-link digital ecosystem (, ibis cellular, apps and information 1 room reserving each 2 seconds.


The three ibis manufacturers make use of over 30,000 individuals worldwide, together with greater than 21,000 in subsidiaries. These groups are enthusiastic and younger (60% are beneath age 34), and ibis, ibis Types and ibis funds alike encourage variety (47% are girls, 53% are males)*.

The ibis household’s success will entail hiring over 4,000 individuals worldwide. To fill these vacancies, the three manufacturers on-lined, their recruitment web site, final month.

Economic system lodges have exact organizations and techniques, and is Accor’s method of addressing the particular necessities on this explicit section the place groups are sometimes multidisciplinary and multitasking. Its community of just about 1,850 lodges might be posting about 4,000 vacancies worldwide on this web site showcasing alternatives to work for ibis, ibis Types and ibis funds lodges. In 2014, these manufacturers posted 1,417 vacancies in France and 4,092 world wide, together with 172 internship openings.

The unique recruitment platform highlights job and profession alternatives within the financial system hospitality section. The truth that virtually 90% of ibis model resort Normal Managers grew into their present jobs by means of inner promotion channels is one instance of the thrilling jobs and profession prospects on this forward-looking section.


ibis has constructed the highest publicity in its section and is the “first selection” model in 11 international locations world wide. And the household impact can be boosting publicity for ibis Types (+2, to five factors) and ibis funds (+9, to 14 factors). (Supply: BDRC).

To construct on this drive that has strengthened their model worth round services and products at affordable costs, the ibis manufacturers are venturing right into a new, common, off-beat and high-impact communication territory“Wealthy and Well-known” – exhibiting with a humorous slant that even essentially the most discriminating clients are actually selecting ibis model lodges as a result of the excellent providers and luxury make them the self-evident selection. These stylish, extravagant, colourful characters we admire or discover amusing attain ibis lodges with nice pomp. ibis, simply nice lodges !

This new 360° communication territory is exclusive and distinctive, and might be reaching all kinds of communication channels (TV, out of doors, on-line and print). The marketing campaign was designed significantly to journey on digital media and social networks – particularly on Fb the place ibis manufacturers have 600,000 followers.

This marketing campaign kicked off on TV on February 22 and can attain 15 international locations in Europe, Latin America, Asia-Pacific, Africa and the Center East in 2015. The entire media funding is in extra of €15 million.


The financial system manufacturers inside the Accor Group, the world’s main resort operator (3,700 lodges in 92 international locations), embody ibis, ibis Types and ibis funds. The ibis household has round 1,845 lodges in 63 international locations and its core values – simplicity, modernity and well-being – outline all of them. The three manufacturers are additionally caring, environment friendly, and have their very own distinct personalities and merchandise: ibis ensures the final word ranges of consolation and excessive service requirements, ibis Types treats visitors to distinctive designs in every resort and completely happy moods all through, and ibis funds is daring, relaxed and supplies consolation necessities at a really good value.

Mélissa Levine
Accor Economic system Model Media Relations
+33 (0)1 45 38 84 76

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