Accor has unveiled a new strategy for its ibis, all seasons and Etap Hotel brands, with the three becoming ibis, ibis styles and ibis budget respectively.
Accor says that the implementation of this new segmentation, which is expected to be completed worldwide by early 2013, will “increase the clarity, consistency and strength of the three economy brands”, and enable Accor to achieve critical mass in several markets as well as boosting each brand’s notoriety and growth potential.
A vast communication campaign will accompany this rebranding in 2012. Its objective will be to capitalize on the image of the ibis “Mega Brand”, as Accor calls it, by highlighting the shared DNA through three structuring concepts: modernity, simplicity and well-being, while aiming to clearly differentiate the distinct offers of each of the three economy brands.
A plan to modernize the hotels and improve bedding comfort will also be implemented, as will a reconfiguration of common areas, food & beverage offerings, and an enhancement of the technologies available to guests.
Accor is also renaming its loyalty program A|Club as Le Club Accorhotels, and will become an endorsement brand with a new “by Accor” endorsement system which will be used in all the brands’ communications.