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Article from BTNews 19 SEPTEMBER 2011

Accor rebrands ibis

Travellers used to Accor’s Etap and All Seasons budget brands can now forget the confusing names.  The multi-national French hotelier is dumping the trading titles in favour of the much better known ibis signature.

Ibis, remains ‘ibis’.  Etap Hotels becomes ‘ibis budget’.  All Seasons is renamed ‘ibis styles’.  The implementation of what Accor calls “this new segmentation” will be completed worldwide by early 2013.  A plan to modernise all the hotels and improve bedding comfort will be implemented in what are essentially economy brands.  

Accor says that it will now also promote its own name much more than in the past with the new tagline “Open New Frontiers in Hospitality” reflecting the group’s aspirations.  Accor, and its visibility, is considered vital in the internet battlefield, which is crucial to the future of the hotel business, and with the loyalty programme A|Club renamed Le Club Accorhotels.

Besides the three ibis brands Accor is Sofitel, Pullman, MGallery, Novotel, Suite Novotel, Mercure, Adagio, Formule 1, hotelF1 and Motel 6. www.accor.com

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