- rebranding IBIS
- new tagline
- A-Club becomes Le Club Accorhotels (catchy )
Quote:
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....
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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.
__________________ Loyalty Traveler blog analyzes hotel loyalty programs and promotions for the frequent guest.
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Rebranding, Rebranding, Rebranding
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?
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