Accor announced this week that it plans to bring all of its economy and budget hotels under one brand.
The group's ibis hotels (919 hotels across 51 countries) will stay as they are; however:
- Accor's All Seasons hotels (138 properties across 13 countries) will become ibis Styles
- the group's Etap hotels (518 properties across ten countries) will be rebranded as ibis Budget.
The US$207 million rebrand is expected to be completed in 2013 and Accor plans to launch an extensive advertising campaign for its new superbrand next summer.
A new pillow-shaped logo has been designed for each of the three ibis brands and all of the hotels will be modernised.
As part of its new strategy, Accor has also changed the name of its loyalty programme to Le Club Accorhotels, in order to further emphasise its main brand.
"Our objective is to offer a new unique hotel experience with repositioned brands and modern, innovative services," said Denis Hennequin, Accor's chairman and chief executive officer.
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