Accor to start Ibis adverts in UK

Hotel News - 20/09/2012

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French hotel conglomerate Accor is set to launch advertisements to promote its new Ibis properties in the UK.

Reports said on Thursday that the first of the television adverts would air in October, not only in Britain but also in 52 additional countries following a recent Ibis re-branding scheme.

Last year Accor announced that it would be re-launching Ibis with two new types of properties – Ibis Styles and Ibis Budget – in addition to its flagship properties. The effort also saw refurbishments at Ibis properties throughout the UK as the firm continues to challenge rivals Travelodge and Whitbread’s Premier Inn for a larger slice of the popular budget market.

The move has seen Accor move to rebrand and refurbish all of its Four Seasons properties in Britain to Ibis Styles and Etab Hotels brand names. The effort will be completed in October, according to reports. A spokesman for the firm noted that the new Ibis properties feature new “sparkle” and luxury as well as new beds as a result of customer data that revealed comfortable bedding was among the largest factors in determining hotel value.

Accor’s managing director for the UK and Ireland, Thomas Dubaere, said via a press release that a typical rebrand takes up to for years but that the company wanted to be “consistent and speedy” in the Ibis effort.

Meanwhile, Accor plans to continue its expansion in the UK; officials said that the company will grow its existing 188 properties to 300 by the end of 2015.

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