Accor’s economy hotel brand Ibis, which celebrates its 50th anniversary this month, has launched a new global brand campaign centred around its core value proposition of making travel accessible for all.
The ‘Go get it’ campaign, shot at Ibis London Sutton Point, launched on global social media channels and television on Thursday, with a series of seven travel stories.
Launched in 1974, Ibis is recognised globally for its quality and affordable accommodation offering.
“Fifty years ago, Ibis democratised travel by introducing the concept of economy hospitality, providing guests with friendly service, great design, consistent quality – all at an affordable price,” said Ibis Global Brand President, Jean-Yves Minet.
“Ibis has remained a leader in the economy segment for 50 years because we know that guests get the most out of their travels when we put the most into their stays. Whatever the reason for their travel, wherever they are in the world, there’s an Ibis to help guests Go get it.”
Now a leader in the global economy hotel sector, Ibis brand has expanded under three brands including Ibis, Ibis Styles and Ibis Budget, with more than 2,600 hotels and nearly 300,000 bedrooms, across 79 countries.
“Ibis is one of the best-known hotel brands in the world, growing at pace to serve the world’s travellers, last year hosting almost 72 million stays,” said Accor Chief Commercial Officer, Premium, Midscale and Economy, Karelle Lamouche.
“Travel has become the most essential ‘non-essential’ experience today, and our latest global Ibis travel intent research shows that one in three respondents plan to travel more in 2025 than they have this year.
“Across the globe, particularly in fast-growing regions like Asia, we’re seeing a surge in the travelling population. At Ibis, we are perfectly positioned to cater to the evolving needs of this new generation of travellers.”
Ibis data from 9,000 consumers across the UK, USA, Brazil, France, Germany, India, Australia and China found that social media is playing an increasingly significant role in travel planning.
Ibis found that 25% of travelers agree that they would ‘only book a vacation that I have seen on social media’ – this stat increased to 39% for Gen Y/Z. Of those who have travelled to a destination based on seeing it via an influencer or social media, 28% found the experience better than expected – this increased to 44% for GenY/Z.
Cost (44%) was the biggest factor to influence travellers’ choice of destinations, followed by the destination’s surroundings (42%) and the weather (33%).
For 72% of travellers, they would rather stay in a more affordable hotel and pack their days and nights with fun activities, with more than half (58%) believing “experiences are better than stuff”.