An advertising campaign in 56 countries is set to publicise the transformation of the Ibis economy hotel group , with a revolutionary smart Sweet Bed at the centre of it all.
"What we are doing is reinventing economy hotels by setting a new standard,” said Accor Chairman and CEO Denis Hennequin.
A worldwide E30 million ad campaign will kick off simultaneously in the 56 countries on 3 October and run until the end of December .The new campaign will feature the first ever UK TV advertising for the hotels on the main UK TV channels, in national newspapers, billboards and online .
The transformation project kicked off a year ago and has involved grouping ibis, ibis Styles (all seasons) and ibis budget (Etap Hotel) into one single ibis family.
By the end of October, all of the UK network and 80% of the ibis network worldwide (1,280 hotels) will be under the new banner.
Thomas Dubaere, Managing Director, Accor UK and Ireland said: "We are creating a new standard in the economy segment, to deliver the best emotional and practical experience in the UK market."
The Accor UK network will increase to 300 hotels by 2015.
Roughly 70% of guests rank comfortable beds as the single most important factor in choosing an economy hotel, so Accor has developed an exclusive bedding concept – Sweet Bed the first time a hotel group has designed an entire bed, says Accor.
The new Sweet Bed is described as a truly revolutionary ‘new-generation’ bed. It said to designed around customers’ cultural habits." More than 66,000 beds are already in place.
Public areas – lobbies, reception desks and bars – have also been revamped into contemporary living areas.The first of these designs will be visible in London in 2013.
A new portal, ibis.com, will be launched next week to provide a gateway to all the ibis family brands.
Some customers will get a special bedtime treat. Starting this week, a draw will treat a handful of Facebook fans (. www.facebook.com/ibis) to an exclusive one-time-only experience: ‘charting’ their comfortable night’s sleep in one of the new beds on a canvas.
Robotics experts and digital artists have teamed up to design a robot and connect it to the new bedding. The sensors in the bedding will capture sleep data to paint the customers’ night’s
sleep, live.
The robot will be in the public areas in the ibis Styles Paris Bercy Accor (but the bed won't, we trust!). . Accor is the world's leading hotel operator with more than 4,400 hotels and 530,000 rooms in 92 countries.
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