Accor aims for ibis rebrand by year-end
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Accor has announced all its ibis hotels will be operating under new banners by the end of the year as it moves to modernise all its brands.
Under the ibis project, the chain will install new beds; revamp public areas in 50 of its hotels and launch a new advertising campaign.
In the changes the ibis Styles and ibis budget (previously Etap) will be rolled out while other properties will retain the ibis name. Its EUR30 million advertising campaign will launch worldwide between October to December with a new ibis portal to launch next week.
“Our goal is to open up new territories – I mean new hotel experiences as well as new geographies,” said Denis Hennequin, chairman and CEO of Accor.
