The company is planning a transformation of all its economy hotel brands in 2012, which will include new beds switched with around 66,000 old beds; refurbished public areas in 50 hotels; and a new marketing campaign. The relaunch of the hotels will be in keeping with changing customer demands of today.
Denis Hennequin, the company chairman and chief executive officer, said, ‘What we are doing with ibis is reinventing economy hotels by setting a new standard. Our goal is to open up new territories – I mean new hotel experiences as well as new geographies. This project is unprecedented. It has put ibis’ vision one step ahead. It is treating our customers to unrivalled choice at affordable prices and our franchisees to even more brand appeal.’
This economy-brand renewal project commenced in 2011 and includes incorporating ibis, ibis Styles (all seasons) and ibis budget (Etap Hotel) branded properties under a single umbrella if Ibis brand. The properties are expected to be under the new banner by October 2012, with around 80% of those in the network close to finishing off the remodelling project.
The company operates 43 ibis hotels; four ibis style hotels (earlier known as All Seasons brand); and five ibis budget hotels (Etap hotels) in the UK.
The company is also launching a €30 million communication campaign simultaneously in 56 countries in October, to highlight its transformation, and will be running the campaign until the end of December 2012, over a number of communication channels, including billboards, online, TV, and the press.