|Accor rearranges budget brands.|
Monday, 12th March 2012
Source : Roland Wildberg ~ Exclusive from ITB Berlin 2012
French hospitality giant Accor finds it is time for baptising its budget brands again. Three new logos come along with the news brands, which eventually get new names.
Ibis remains Ibis, but All Seasons becomes Ibis Styles, while the Etap-Hotels shortly will have the name Ibis Budget. "The re-branding is lot more than just a change in the strategy," Peter Verhoeven CEO Accor Germany said at ITB 2012.
The target is facilitate customer's choice between the three brands. The initiative does concern more than 1,500 properties on four continents.
The new ranking is as follows 1. Ibis Budget with lowest price ratio from 29 Euro / 38 Dollar with "basic comfort", then 2. Ibis with "cosy comfort at best price" that is starting with 49 Euros / 64 Dollar, and 3. Ibis Style with "design & comfort" that cost from 59 Euro / 78 Dollar.
Ibis reconsider the re-branding as a kick-off for the new company strategy "Open New Frontiers in Hospitality". "We like to offer our customers a totally new sensation in hotel experiences," Accor's Head of Marketing Grègoire Champetier said at ITB 2012.