Le Club Accorhotels - Confirmed news of Accor brand shake up, new IBIS brands, new name for A-Club

On Travel Weekly: (http://www.travelweekly.com.au/news/accor-set-for-brand-twist)

Accor set for brand twist

Accor is preparing to unveil a major repositioning — understood to involve a number of brands — as the hotel chain seeks a new style of “next generation” property, Travel Today has learned.

Details are being kept under wraps but the company is thought to be about two months from a global launch of what is thought to be a twist on its existing portfolio.

Michael Issenberg, chairman and chief executive of Accor Asia Pacific, confirmed a plan was on the table but declined to comment further......

I wonder what this entails. There have been a number of brand changes recently, the move of Sofitel clearly into the luxury market and the introduction of the So and Legend sub brands. The introduction of all seasons and adagio at the lower end, the rebranding of Suitehotels to Novotel Suites.

What Accor do not have is a quality design and lifestyle led hotel brand, similar to IHG's Indigo, Hyatt's Andaz, Starwood's Aloft or Hilton's short-lived Denizen.

It strikes me as odd that the article mentions the Ibis King Street Wharf. Not a brand I could imagine being hip, no matter how much branding you throw at it.

I would be curious to know what will happen. IMO, they have too much brands now. It's becoming confusing, even for the "Accor experts" we are on this forum

I'd agree, it would have to be something completely different to make sense, and maybe consolidating at the very minimum Novotel and Novotel Suites into one.

I would be curious to know what will happen. IMO, they have too much brands now. It's becoming confusing, even for the "Accor experts" we are on this forum
+1. In addition to consolidating Novotel Suites and Novotel, they should really do something about the Mercure and Grand Mercure brand. Grand Mercure isn't exactly much grander IMHO.

DO I assume by Ibis King ST Wharf you are referring to Sydney, NSW, Aus?

I'd agree that might take some creative "re-inventing"

I second Goldorak that Accor has too many brands.

Four levels (Luxury, Comfort, Economy, Basic) would be enough and easier to understand.

I would keep only one main brand name for each level, for instance :

- Sofitel
- Novotel, Novotel Suites, Novotel Gallery, Novotel Mercure
- Ibis, Ibis 4 Seasons
- Etap, Etap F1

Not that Accor is alone is this brand diversity:

IGH have seven brands: Intercontinental, Crown Plaza, Indigo, Holiday Inn, Holiday Inn Express, Staybridge and Candlewood Suites.

Hilton have a staggering ten brands: Waldorf Astoria, Conrad, Hilton, Doubletree, Embassy Suites, Garden Inn, Hampton, Homewood Suites, Home2 and Hilton Grand Vacations.

Starwood have nine brands: Sheraton, Westin, Le Meridien, W Hotels, Luxury Collection, St. Regis, Four Points, aloft and element.

Four brands should be plenty for any hotel company. Otherwise the brand value of the group gets deflated.

the move of Sofitel clearly into the luxury market and the introduction of the So and Legend sub brands. The introduction of all seasons and adagio at the lower end, the rebranding of Suitehotels to Novotel Suites.

I think it's diluting its Sofitel brand name by having so many sub brands. Ok, I understand Legend brand is only for those few that has historical value. But Sofitel So?

What Accor do not have is a quality design and lifestyle led hotel brand, similar to IHG's Indigo, Hyatt's Andaz, Starwood's Aloft or Hilton's short-lived Denizen.

Maybe the Sofitel So should be rebrandede to fit into this category. Or MGallery maybe?

I second Goldorak that Accor has too many brands.

Four levels (Luxury, Comfort, Economy, Basic) would be enough and easier to understand.

I would keep only one main brand name for each level, for instance :

- Sofitel
- Novotel, Novotel Suites, Novotel Gallery, Novotel Mercure
- Ibis, Ibis 4 Seasons
- Etap, Etap F1

The french newspaper Le Figaro announced today 9/12/2011 that Accor's CEO Dennis Hennequin decided to rebrand all economy hotels as IBIS hotels :

- IBIS for classic Ibis hotels
- IBIS STYLES for former All Seasons hotels
- IBIS BUDGET for former Etap Hotels

These hotels would become a new logo, with a different color for each of these three types (red, green and blue).

http://www.lefigaro.fr/societes/2011/09/09/04015-20110909ARTFIG00636-accor-resserre-ses-marques-en-misant-sur-ibis.php

The french newspaper Le Figaro announced today 9/12/2011 that Accor's CEO Dennis Hennequin decided to rebrand all economy hotels as IBIS hotels :

- IBIS for classic Ibis hotels
- IBIS STYLES for former All Seasons hotels
- IBIS BUDGET for former Etap Hotels

These hotels would become a new logo, with a different color for each of these three types (red, green and blue).

http://www.lefigaro.fr/societes/2011/09/09/04015-20110909ARTFIG00636-accor-resserre-ses-marques-en-misant-sur-ibis.php

This makes a lot of sense

The french newspaper Le Figaro announced today 9/12/2011 that Accor's CEO Dennis Hennequin decided to rebrand all economy hotels as IBIS hotels :

Thanks - yet another reason to love FT - news aggregation across the lingual spectrum!

The french newspaper Le Figaro announced today 9/12/2011 that Accor's CEO Dennis Hennequin decided to rebrand all economy hotels as IBIS hotels :

- IBIS for classic Ibis hotels
- IBIS STYLES for former All Seasons hotels
- IBIS BUDGET for former Etap Hotels

These hotels would become a new logo, with a different color for each of these three types (red, green and blue).

http://www.lefigaro.fr/societes/2011/09/09/04015-20110909ARTFIG00636-accor-resserre-ses-marques-en-misant-sur-ibis.php

What about Formule 1?

I guess F1 fits in as basic rather than economy.

- IBIS for classic Ibis hotels
- IBIS STYLES for former All Seasons hotels
- IBIS BUDGET for former Etap Hotels
What is the point of using a common base name if the products themselves are different? All Seasons give free wifi and free breakfast whereas Ibis (or Etap, for that matter) do not. In effect, you still end up with 3 separate brands, albeit 3 brands using a common base name.

I guess F1 fits in as basic rather than economy.mmm... I would see Etap hotels as much more similar to F1 than Ibis.

And here is the official announcement (http://www.accor.com/en/news/dynamizing-its-economy-brands-the-first-stone-of-accors-new-strategy.html):

- rebranding IBIS
- new tagline
- A-Club becomes Le Club Accorhotels (catchy :eek:)

Dynamizing its economy brands, the first stone of Accor’s new strategy

Accor, now a pure-player in hotels with the acknowledged three-fold expertise of a hotel operator, hotel franchisor and hotel asset manager, unveils its new strategy and inaugurates a new chapter in its history with the economy brands ibis, ibis styles and ibis budget.

“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. This major initiative will involve all our teams.
To do so, we will rely on the Accor brand that we intend to make more visible to the general public in particular, in order to meet distribution challenges.
Our ambition is reflected through a new signature: “Open New Frontiers in Hospitality” and through stronger identity symbols.
Our objective is to offer a new, unique hotel experience with repositioned brands and modern, innovative services”, declares Denis Hennequin, Chairman and Chief Executive Officer.

“I have decided to challenge some of the basics of our business model: change is not an option, it is a necessity. The first part of our project concerns the economy segment.
With our international leadership, we will revolutionize our economy brand portfolio around the ibis brand, which benefits from unrivalled worldwide notoriety. Consequently, ibis, Etap hotel and all seasons will evolve into a group of three strong, innovative, modernized brands and become ibis, ibis styles and ibis budget. “ibis” is now the keystone of our economy portfolio”, adds Denis Hennequin....

The loyalty program name change will be convenient. The vertical line in A|Club taught me a new keystroke since that was the only time I ever used that key symbol.

Shall I be the first to ask when my le Club Accorhotels Platinum card will arrive by post. :D

I am asking myself how much money Accor spends for these ongoing changes?

So in Accor's point of view, a new name for the frequent-sleeper-card was what everyone on FT was asking for? I never took notice of that.

And there will be now two out of three ibis brands, which will be welcomed by the "le club"-card, as etap only took part in a-club via mouvango in france on weekends only. Or perhaps T&C will be changing as well.

By the way: if etap now being ibis budget, the classic ibis is now to be unterstood as ibis luxury?

By the way: if etap now being ibis budget, the classic ibis is now to be unterstood as ibis luxury?

:D Now that the Accor CEO is a man from McDonald's maybe you get a free happy meal with your stay, you know for that luxury feeling ;)

:D Now that the Accor CEO is a man from McDonald's maybe you get a free happy meal with your stay, you know for that luxury feeling ;)

or...at least got free Friench Fries when you booked room only. :p

The french newspaper Le Figaro announced today 9/12/2011 that Accor's CEO Dennis Hennequin decided to rebrand all economy hotels as IBIS hotels :

- IBIS for classic Ibis hotels
- IBIS STYLES for former All Seasons hotels
- IBIS BUDGET for former Etap Hotels

These hotels would become a new logo, with a different color for each of these three types (red, green and blue).

http://www.lefigaro.fr/societes/2011/09/09/04015-20110909ARTFIG00636-accor-resserre-ses-marques-en-misant-sur-ibis.php

I get an impression of Best Western with this... :eek:

I think Ibis Budget sounds crap.

How about Ibis Lite? 'Express' has been taken I guess.

Are there more to come? Hardly care about Ibis.

I am asking myself how much money Accor spends for these ongoing changes?


According to Hotels Mag Accor will spend $207m on the changes (logo etc, but also the product will change across the Ibis brands)

I think Ibis Budget sounds crap.

It does. It also sounds cheap and suffering from a complete and utter lack of quality. Might not be a bad name after all? :)

BTW: Reliable sources ;) tell me the new name for A-Club and a new logo come into effect at the beginning of 2012.

Just a note: MGallery's logo has changed (http://www.mgallery.com/gb/home/index.shtml).

Just a note: MGallery's logo has changed (http://www.mgallery.com/gb/home/index.shtml).

Very Art Deco ;)

Just a note: MGallery's logo has changed (http://www.mgallery.com/gb/home/index.shtml).

At least it's distinctive. Old logo looks like a Mercure-something as both logos look very similar.

Then new branding of Accor (http://www.accor.com/en/group/accor-strategic-vision/new-accor-branding.html)itself rolled out yesterday, the accorhotels.com website and assorted twitter streams now sport the new logo (goose and tagline).

As with all re-branding exercises, if they are not backed up with consistency on the ground in terms of service and customer experience they are pretty worthless.

So A-Club will be rebranded in the new year and Accor are running an advertising campaign (http://www.accor.com/en/news/aclub-advertises-with-sofitel-pullman-mercure-and-novotel.html) in December with, get this...., the old name. Bizarre.

A|Club advertises with Sofitel, Pullman, Mercure and Novotel!

Starting on November 28, A|Club will run a photo advertising campaign in France, Germany, the United Kingdom, Spain and Saudi Arabia. The aim is to continue to boost A|Club’s notoriety by associating it with the hotel brands and establish it as the Accor hotels’ loyalty program.


And the use of "notoriety" is most unfortunate. Maybe a dictionary would come in handy....:D Notoriety is not a good thing.

Most unfortunate indeed or is it French humour?:p

Most unfortunate indeed or is it French humour?:p

:D could be that

I thought A|Club sounded good.

Well, hopefully a name and logo change would just be the beginning of the making of a stellar loyalty programme.

I see the "notoriety" is gone in the PR, replaced by "awareness" ;)

Ever so often one stumbles upon a great quote, this happened at the recent International Hotel Investment Forum: (http://www.hotelnewsnow.com/Blog.aspx/7709/Checking-out-39-insights-from-IHIF)

After taking Accor’s Denis Hennequin (CEO) to task for the group’s convoluted restructuring of its economy brand ibis (which now comprises ibis, ibis styles and ibis budget), moderator Simon Johnson asked point blank, “Do you actually think customers will understand that?”

Let me hazard a guess: No, they don't. Already now the participation of the "new" ibis in A-Club is confusing.

Over on BT (http://www.businesstraveller.com/ibis-accelerates-a-megabranda-revamp)(with some pictures):

Accor is pushing on with a programme of transforming the design and comfort of every hotel under its new economy hotel ‘megabrand,’ which will convert Etap to Ibis Budget and All Seasons to Ibis Styles (see online news September 13, 2011).

Accor’s CEO Denis Hennequin plans to renovate 30-40 Ibis family hotels a week, in what he says is “probably the most ambitious project ever in the economy sector”.

A major shakeup of the company was decided only four months ago, with what Accor says was the simple decision to bring these three brands under the Ibis name and to bring a sense of “modernity, simplicity and well-being” to all the hotels under the Ibis umbrella......

http://www.etaphotel.com/gb/booking/hotels-list.shtml

I just received this in an email. Does anyone know why, or the backstory for this move? I do see a thread with a question about the London Whitechapel property, but this question is more general. Just through this keyhole (photos), it looks like Accor is testing the idea of rebranding the ETAP concept with the Ibis name. (OK ... obvious.) Or maybe this is the plan from here on? Thank you. :)

http://www.etaphotel.com/gb/booking/hotels-list.shtml

I just received this in an email. Does anyone know why, or the backstory for this move? I do see a thread with a question about the London Whitechapel property, but this question is more general. Just through this keyhole (photos), it looks like Accor is testing the idea of rebranding the ETAP concept with the Ibis name. (OK ... obvious.) Or maybe this is the plan from here on? Thank you. :)

Here is a thread of last year with all info :
http://www.flyertalk.com/forum/le-club-accorhotels-accor-club/1244520-confirmed-news-accor-brand-shake-up-new-ibis-brands-new-name-club.html

http://www.etaphotel.com/gb/booking/hotels-list.shtml

I just received this in an email. Does anyone know why, or the backstory for this move? I do see a thread with a question about the London Whitechapel property, but this question is more general. Just through this keyhole (photos), it looks like Accor is testing the idea of rebranding the ETAP concept with the Ibis name. (OK ... obvious.) Or maybe this is the plan from here on? Thank you. :)

They announced last year that some F1 and all Etap hotels would be rebranded Ibis Budget and All seasons would be rebranded as Ibis Styles.

http://www.hotelnewsnow.com/Articles.aspx/6546/Accor-commits-%E2%82%AC150-million-to-fast-Ibis-rebrand

Welcome to FT and the Le Club Accorhotels forum julianin ^

Thank you, all. I goofed. And welcome, julianin! ^

Looking at some of the Accor material and this thread over the last hour, I see the idea of merging the brands under Ibis, and the debate of the wisdom here.

I'm reminded of the Choice Hotels family (Quality, Comfort, Sleep) images being so close for many years, and it didn't work for them. So they've worked in recent years to diverge. When they started, they were different price ranges, comfort levels and market segments. But reality mitigated against all these, both from the perspective of the customer, who just had a difficult time distinguishing without being clued in at a high aperceptive level, and the proprietors, who railed against the price segments they were supposed to operate in. The original idea came undone before the advent of the new strategy.

And I see the new CEO's statement that this is the most ambitious revamp undertaking in the industry. I suggest that persuading the operators (kicking and screaming) of Motel 6 to remodel to the new room concept may have been Accor's most ambitious undertaking, in its own way.