Faster Ibis rebranding to cost Accor €150 million

New family of Ibis brands must be complete by mid-2013

Accor is in a hurry to rework its growing “mega brand” Ibis and has just committed €150 million to push the process along. The French-based hotel giant revealed a plan earlier this month to introduce a family of economy brands – Ibis, Ibis Styles and Ibis Budget. Around 130 All Seasons properties will take on the name Ibis Styles and more than 500 Etap and Formule 1 hotels will be known as Ibis Budget. An additional 915 Ibis hotels will retain the same brand but take on minor changes.
The extra money will accelerate the process so that 70% of the the rebranding and renovations will be finished by this time next year and the rest by mid-2013. That includes a new marketing campaign, new lounges and also a new bedding package to improve comfort. Accor is resolved that the new renovations must not exceed 5% of each hotel’s revenue.
Meanwhile, in China, Accor plans to launch a new brand called Grand Mercure by the end of 2011.
[pictured: Hotel ibis Rio de Janeiro Santos Dumont; courtesy Accor]


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