In our digital society marked by hyper-choice, accommodation options are undergoing rapid and fundamental change. These external factors are forcing us to significantly adapt our strategy; we have to create a connection with both our existing and new customers, and offer far more than just comfortable, esthetically pleasing hotels. At AccorHotels, our vision is to make our brands world class by providing open and accessible spaces and compelling experiences, allowing the human touch to take center stage once more.
This is supported by the study conducted across six countries by ibis and market research consultancy Ipsos, which found that 80% of respondents would like this new type of hotel to be a social venue, where everyone, including “non-staying” guests, feels welcome. In addition, 64% of those surveyed said they are interested in going to venues where they can socialize and meet new people. Ibis is reinventing itself to meet these new expectations.
Faced with changes in the industry and the new requirements of its customers, ibis, a trailblazer in economy hotels since 1974, is shaking up budget hotel standards and placing hospitality, flexibility and increased social interaction at the heart of its strategy.
This model, with an emphasis on freedom, has strengthened the ibis brand by offering new designs, a revamped range of dining options, a friendly welcome and a genuinely warm experience, making comfort and quality available to everyone all around the world
The ibis brand, until now very standardized, is reinventing itself and becoming more flexible in its selection of rooms, dining options and living spaces. Its transformation is primarily based on customer behavior and how they instinctively use the spaces. Today, the brand is a truly vibrant place where travelers and non-staying and local customers alike can dine, sleep, work and feel welcome. Music is an integral part of the customer experience, fostering social interaction that is all about sharing, new encounters and socializing.
Study conducted by Ipsos in 6 countries (France, UK, Brazil, Singapore, Germany and Australia) for ibis, involving a representative sample of the population of each country.
Chief Brand Officer, AccorHotels
Ibis is the hotel brand with the highest recognition rate in 6 countries, irrespective of the segment (France 87%, Belgium 88%, Switzerland 87%, Brazil 66%, Indonesia 72%, Morocco 80%) and the preferred brand (N°1 choice) in the economy segment, and either the leading or second choice irrespective of the segment*.
*Study conducted by BVA BDRC in August 2017 with a representative sample of 1,000 to 1,500 travelers per country.
Whether they are guests, travelers passing through or locals, ibis wants to encourage everyone to enter its hotels by redefining its welcome, starting with the very first impression created by its exterior design. More open to the neighborhood, the hotels feature large glass facades that remove the barriers between the outside and the inside, inviting people to come in. In addition to its esthetic appearance, the welcome extended to guests has been totally overhauled and no longer involves a traditional physical reception desk located within the hotel lobby.
Upon arrival, guests are welcomed and complete all formalities via smartphone or tablet wherever they choose within the lobby area, using a proprietary mobile solution, PMS FOLS Mobile. This new way of checking in enables ibis teams, renamed the ʺSmile Teamʺ, to refocus on welcoming guests and to have more time to do so: this personalized welcome is extended by teams that are available at all times, with the receptionists coming into contact with guests via a streamlined and hassle-free experience. This is a major expectation of guests as supported by the Ipsos study conducted on behalf of ibis. 61% of respondents would rather be greeted by an individual than by a technology solution when checking in and out. They considered the human contact they experienced at the hotel to be both significant and warm. Committed to welcoming guests while being mindful of customer expectations, ibis is offering a new kind of welcome that puts the focus back on the human touch and interaction. This approach has proved successful in the pilot hotels and will be rolled out shortly across the entire ibis network.
The UK was the first country to test this new format for welcoming guests. 60 hotels trialed the experience and all of them have now adopted it. This new way of welcoming guests will be gradually introduced to all hotels in the network, with the brand aiming to achieve 100% roll-out by 2022.
At ibis, the Smile Team is available 24 hours a day to ensure guests are well looked after. The team is committed to providing a solution in 15 minutes flat to ensure guests remain smiling throughout their stay.
Launched in 2011 by AccorHotels, Planet 21 provides a framework for the Group’s environmental policy in order to promote positive hospitality.
The Group has set ambitious goals for 2020 in four strategic areas:
Two key areas of action complete this initiative: