IBIS – Hotel Report
Ibis, the popular economy hotel chain, opened its first hotel in 1974, in the French town of Bordeaux. Since then, the company has expanded globally, reaching 40 countries worldwide, opening over 800 hotels. The majority of chains have been established in France, while the UK hosts over 50 chains, with further four hotel openings expected in December 2009. Recently, the chain has introduced a strategy to “promote the chain’s drive for ‘greater and greener customer comfort’”. (Mintel 2009) The Company
The chain is owned by the French firm ‘Accor’, a global corporation operating in the travel and tourism industry. Accor leads a number of brands, with Ibis falling under its ‘Accor Hospitality’ sector. As a two star hotel, Ibis is part of Accor’s ‘economy brands’, sharing the stage with 2-3 star ‘All Seasons’. Ibis hotels provide simple accommodation features, described on their website as being, “inviting, modern, spacious and cosy, with a comfortable bed and a functional bathroom.” (Ibis 2009) As well as this, some of their hotels now offer internet connection, and even climate control. Recently, in January 2009, Ibis announced they were rolling out two new products: “a new bed designed by Simmons Company, and toiletries from Ecolabel.” (Mintel 2009). Ibis are the 5th largest UK ‘budget hotel’ chain, with the number of hotels and rooms they provide expanding by 0.5% for 2008-09 statistics. Comparatively, the 3rd largest chain, ‘Holiday Inn’ enjoyed a 9.5% increase. However, the top two chains, Premier Inn and Travelodge dominate the market, with around 68% of the entire market between them. Ibis is only one of 5 UK companies with 50 hotel chains, and they continue to increase this amount. (Mintel 2009) Customers
Ibis target market is mainly travellers, evidence being the 24 hour reception service that they provide, and the international travelling suggestion on their website: “Always on the move? Ibis hotels welcome you all over the world”...
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