Monday, April 19, 2021


Ibis and MGallery add to their brand persona
March 2019 5980

Accor's two brands, Ibis and MGallery, are going through a revamping process, trying to change their strategy and ultimately attract more customers.

Ibis is shaking up economy hotel standards by offering travellers and residents a totally new customer experience that focuses on hospitality, opening out to the local community and increased social interaction. This strategy is in response to new customer expectations highlighted by an Ipsos study conducted across six countries on behalf of ibis: 80 per cent of respondents would like this new type of hotel to be a social venue, where everyone, including “non-staying” guests, feels welcome. The aim is to position its hotels as genuine living spaces for everyone that are flexible, welcoming and on-trend.

Travellers will have the option to choose from rooms that can accommodate between one and six people, depending on their requirements, or they can opt for the Smart Room, the group’s concept that is revolutionising accessibility standards. As a result of its large size and functional furniture, it provides accessibility, wellbeing, comfort and safety for everyone.

The brand has developed a new range of dining options that will complement the customer experience. The hub of the hotels, the bar will offer a tailored menu, a signature visual identity and various design elements to help create a unique atmosphere.

Ibis has decided to make music an integral part of the customer experience. In 2019, more than 100 live performances will be hosted in ibis hotels with emerging artists identified in the hottest up and coming local talents, supported by hottest headline artists to perform in six key countries.

MGallery, on the other hand, has also recently unveiled its new wellbeing strategy, which will be offered across the 26 countries where the boutique properties are located. It will embrace the brand’s conviction that wellbeing is a holistic experience aiming at ‘igniting each guest’s inner spark’.

MGallery’s unique approach to wellbeing starts with addressing guests’ lifestyle, with the properties allowing individuals to discover a spectrum of wellbeing initiatives throughout their stay. Guests can for example take care of themselves through the array of bespoke beauty partners curated by the hotel, enjoy a signature treatment linked to the hotel’s story, attend a fitness class in an unexpected area of the hotel or even write a letter to themselves capturing their commitments from their stay.

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