ACCOR, with its three-fold expertise as a hotel operator, franchisor and hotel asset manager, has unveiled a new strategy to make the group more visible with the first step being to bring all its economy brands under the ibis umbrella.
“We are launching a large-scale project to establish Accor as the world reference in the hotel industry capable of inventing the hotels of the future. This major initiative will involve all our teams,” said Denis Hennequin, Accor chairman and CEO.
“To do so, we will rely on the Accor brand that we intend to make more visible to the general public in particular, in order to meet distribution challenges.
“Our ambition is reflected through a new signature ‘Open New Frontiers in Hospitality’ and through stronger identity symbols.
“Our objective is to offer a new, unique hotel experience with repositioned brands and modern, innovative services.
“I have decided to challenge some of the basics of our business model: change is not an option, it is a necessity.
“The first part of our project concerns the economy segment.
“With our international leadership, we will revolutionise our economy brand portfolio around the ibis brand. Consequently ibis, Etap Hotel and all seasons will evolve into a group of three strong, innovative, modernised brands and become ibis, ibis styles and ibis budget.
“ibis is now the keystone of our economy portfolio.”
Observation of constantly evolving life styles and consumption modes was the starting point for Accor’s reflection on its economy brands.
Consumer expectations have evolved significantly. The vertical segmentation of economy to upscale brands is a thing of the past. Now, all brands must be able to project a self-enhancing image to their customers and offer modern, contemporary, stylish services.
So Accor felt that the group’s economy hotel products and services needed reinvention to go beyond their market segment and cater for the changes in consumer expectations.
The popular ibis is to become a megabrand encompassing ibis, which will retain its own name, all seasons, which will become ibis styles, and Etap Hotel, which will become ibis budget.
The rebranding, which will be completed worldwide by early 2013, is intended to increase the clarity, consistency and strength of the three economy brands and boost each brand’s appeal and growth potential.
A major communication campaign will take place in 2012 to highlight the shared DNA while clearly differentiating the distinct offers of each of the three economy brands.
A plan to modernise the hotels and improve bedding comfort will be implemented with common areas, food and beverage offerings and consumer technologies also being upgraded.
A company statement said: ‘With its 1,500 economy hotels on four continents, excluding Motel 6, Accor absolutely must consolidate its leadership position in this segment which is essential for its profits and its worldwide growth.’
Hennequin says he believes the time is right to redefine the company’s objective and missions and the new tagline ‘Open New Frontiers in Hospitality’ reflects the group’s aim to regenerate a spirit of innovation.
The Accor brand will now play a larger role, particularly with the general public, and will be at the forefront on the internet battle through both the direct distribution channel and the group loyalty programme.
And the parent company will also play a greater role in conveying the group’s commitments to a wider audience, particularly in terms of human resources, sustainable development and multiculturalism, thus generating more value for all hotel brands.
Accor is currently one of the world’s leading hotel operators and the market leader in Europe. It is present in 90 countries with 4,200 hotels and more than 500,000 rooms. The company’s portfolio includes Sofitel, Pullman, MGallery, Novotel, Suite Novotel, Mercure, Adagio, ibis, all seasons/ibis styles, Etap Hotel/ibis budget, Formule 1, hotelF1 and Motel 6.