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Accor group re-brands 'Ibis' to cater to market segmentation
Accor, the largest international hotel operator in Asia Pacific and Indonesia, has repositioned its economy line hotel, Ibis, into three categories to cater to the growing market segmentation in the hospitality industry
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ccor, the largest international hotel operator in Asia Pacific and Indonesia, has repositioned its economy line hotel, Ibis, into three categories to cater to the growing market segmentation in the hospitality industry.
Accor's regional director of sales, marketing and distribution for Malaysia, Indonesia and Singapore, Adi Satria, said the group had changed its All Seasons brand into Ibis Styles and its Formule 1 into Ibis Budget, while its Ibis remains unchanged.
'In redeveloping the Ibis family brand, we are not only changing their names or the signage logo, but we are also improving every detail of our economy hotels to meet the growing demand from business and leisure travelers. This is very important because we are in the hospitality industry and we are now seeing a lot of new economy hotels,' Adi said in Jakarta on Thursday.
The Ibis Styles was Accor's premium class in the economy brand, while the Ibis Budget was the premium of its budget hotels, with Ibis staying in between the two brands, according to Adi.
Product improvements include the beds, as 70 percent of Accor's guests had said in a survey that a comfortable bed was the single most important factor when they chose an economy hotel.
The survey was based on respondents throughout Asia-Pacific countries who primarily traveled on business at least once in the first six months of 2012, with a sample size of 151 people from Indonesia.
To provide the best sleeping experience, the hotel chain is collaborating with King Koil bed manufacturer. In the first phase, Ibis hotels across the archipelago would be replacing 1,000 beds this year, he added.
Aside from the beds, the firm has also launched an iPhone SleepArt application. Created by Accor and BETC Digital, the app will allow iPhone users to see how their night's sleep has been transformed into an original digital work of art.
'We have also recently launched ibis.com, a portal dedicated to this economy brand, which is available in the Indonesian language, to help provide more information about Ibis family hotels and booking services,' he went on.
'With more than 100 million Internet users and a penetration level that will reach 37 percent in 2015, Indonesia is truly the leading web market in the region.'
To date, the Ibis network in the country runs 23 hotels, with six new hotels under development that are expected to be launched this year.
The six new hotels comprise the Ibis Jakarta Senen; the Ibis Budget Makassar Airport; Ibis Styles Malang; Ibis Styles Bali Kuta Dewi Sri; Ibis Padang, and the Ibis Basuki Rahmat.
Accor has just celebrated its 20th year in Indonesia and the group holds the top spot among hotel chains in the archipelago's key destinations, with a current inventory of more than 11,000 rooms under brands such as Pullman, Mercure, Novotel and the Ibis family.
