Accor has announced plans to turn its ibis, Etap and all seasons hotel offerings into one ‘mega brand’. The realignment will see all seasons become’ ibis styles’ and Etap renamed as ‘ibis budget’, while ibis will retain its name.
The changes are expected to be completed by early 2013 and aim to increase the ‘clarity, consistency and strength’ of the economy brands. As a result hotel interiors, services and areas will be modernised and a major communication campaign will start next year.
“Today we are launching a large-scale project to establish Accor as the world reference in the hotel industry capable of inventing the hotels of the future,” said Denis Hennequin, chairman and CEO of Accor. “We will revolutionise our economy brand portfolio around the ibis brand, which benefits from unrivalled worldwide notoriety… ‘ibis’ is now the keystone of our economy portfolio”.