Megabrand is cornerstone of Accor's new strategy

New focus on budget segment with re-positioning of Ibis, says CEO

Christophe Landais is managing director of Accor Middle East
Christophe Landais is managing director of Accor Middle East

Accor has unveiled a new company strategy which begins with the rebranding of the hotels in its budget segment.

Ibis will become a mega-brand under the new scheme, with three brands within the name: ibis, which remains ibis, all seasons, which will become ‘ibis styles’, and Etap Hotel, which will become ‘ibis budget’.

Denis Hennequin, Accor chairman and chief executive officer explained: ““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 revolutionize our economy brand portfolio around the ibis brand, which benefits from its unrivalled worldwide popularity. 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,” he added.

The implementation of this new segmentation – which will be completed worldwide by early 2013 – will increase the clarity, consistency and strength of the three economy brands, will enable Accor to achieve critical mass in several markets and will also boost each brand’s appeal and growth potential.

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