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Ibis Styles brand presentation June 2012 - Orbis.pl - Orbis … ·  · 2016-01-21(building &...

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  • 1

    Brand presentationParis June 2012

  • 19 octobre 2012 2

    ibis Family

  • 3

    : A Mega Network

    Source : 2011 Megadev end of August

    Eastern Europe

    Western Europe

    Africa & ME

    Asia Pacific

    2011

    France 757

    Germany 175

    UK 79

    2011

    Morocco 16

    2011

    China 51

    Indonesia 15

    Inde 3

    2011

    Poland 18

    Russia/CEI 6

    Latin America

    2011

    Brazil 69

    TODAY AROUND 1 600 hotels

    BY 2015 AROUND 2 100 hotels

  • 4

    International Accor Brands Covering the Economy And Budget Segment

  • 5

    SIMPLICITY - MODERNITY - WELL BEINGSOURCE BRANDESSENCE

    ESSENTIAL COMFORTRIGHT PRICE

    CLEVER & CASUAL

    PERSONALIZED DESIGNALL INCLUSIVE OFFER

    POSITIVE & TRENDY

    BRANDESSENCE

    CARING & EFFICIENT POSITIVE & TRENDY CLEVER & CASUALBRANDCHARACTER

    WELL BEING HAPPY MOOD TRANQUILITYEMOTIONALBENEFITS

    BRAND& CUSTOMERSHARED VALUES

    ECONOMY SEGMENT & MARKETFUNDAMENTALS

    ULTIMATE COMFORTRECOGNIZABLE DESIGN

    HIGHEST LEVEL OF SERVICEBEST VALUE FOR MONEY

    DENSE WORLDWIDE NETWORK

    ULTIMATE COMFORTPERSONALIZED DESIGNALL INCLUSIVE OFFER

    URBAN NETWORK

    ESSENTIAL COMFORTRECOGNIZABLE DESIGN

    ESSENTIAL+PAY PER USE SERVICESTHE RIGHT PRICE

    DENSE SUBURBAN NETWORK

    FUNCTIONAL BENEFITS

    SIMPLICITY - MODERNITY - LIFE ENJOYMENT

    SUSTAINABILITY

    AFFORDABILITY

    QUALITY - CLEANLINESS - SAFETY - CONNECTIVITY

    ULTIMATE COMFORT HIGHEST LEVEL OF SERVICE

    CARING & EFFICIENT

    ibis brand identity

  • 6

    Each Brand Matches Specific Customer ExpectationsTo Catch All The Market

    I like IBIS STYLES because the hotels are all in different styles,

    they are fun andtheir offer is all

    inclusive

    I like IBIS BUDGET because they offer just

    what I need at the right price. What more

    do you want?

    I like Ibis because they take care of me, I

    feel at ease, everywhere, and all

    this for a reasonable price.

  • 7

    A Profitable Business Model

    Network consistency

    Low costs (building & operating)

    Affordability

    Direct distribution

    Awareness

    Volume

    KEY DRIVERS OF MEGRABRAND BUSINESS MODEL ARE THE SAME

  • 8

    Brand Vision & Ambition

    Penetration rate 2 star integrated hotels chains in Europe

    Penetration of Hotel chainsCountries 2005 2010 Trends

    United Kingdom 40,9% 45,5%

    Belgium 38,4% 37,3%

    Netherlands 40,2% 32,3%

    France 26,1% 29,4%

    Spain 16,2% 18,4%

    Germany 4,2% 6,7%

    Italy 1,7% 3,1%

    TOTAL in Europe* 14,3% 17,3%

    * European Union of 27 member countries in 2010, 25 in 2005 (excluding Romania and Bulgaria).

    2010 compared to 2005

    Source : mkg hospitality database

    The 2-stars hotel in Europe is one of independent hotels, therefore is a potential for a franchised brand

    Becoming a leading franchiser hotelier of the economical qualitative non standardized hotel segmentSize of the network per country is key in the strategy

    Ambition

  • 19 octobre 2012 9

    The Brand

  • 10

    CITY CENTERS or business districts or resorts

    ALL INCLUSIVE OFFER

    LARGE TARGET

    95% FRANCHISES

    HUMAN SIZE HOTELS

    ECONOMIC AND NON-STANDARDISED

    DESIGN SPIRIT

    Brand positioning

  • 11

    Essential DNA

    Breakfastroom(60% of clients)

    +

    3 typesof rooms

    Double, Twin et Suite

    10% hosting families

    totalsound

    proofing

    Totaldarkness

    Heating+

    cooling

    Comfortablelighting

    General lighting,

    ambience lighting,

    reading lighting

    Equipment

    26 or 32 LDC TV

    Multimedia connectivity

    Modulable furniture

    (table, seats)Mirror / Storage

    BeddingSize

    ( 100x200 /160x200)Standard

    quality

    BathroomsShower in

    priority (1m)Washbasin

    WC

    All inclusive

    offerBreakfast +

    internet

    Free & unlimited internet

    Additionallittle

    extras

    Familly offerWelcome Kid

    Pak Tv channel

    Special menusEquipment

    Convivialityarea

    10% of clientsIncluding miammiam & clik clik

    functions

    SignageBrands standard

    prior to hotel openingName

    Brandspolicy

    Kid Corner

  • 12

    Domestic clientele: 78%

    66% men

    Mainly aged 35/49

    Stay length: 1,3 nights

    Income : Both in Germany and France

    50% des clients have revenues between 1500 et 5300

    14% clients represent 45% sales** Figures for AClub members only / Source : DMR ACLUB brands all seasons

    KEY FIGURES

    They want no bad surprises in terms of quality, cleanliness, safety In economy hotels, they want additionally affordability and connectivity They are looking for value for money, convenience and all inclusive They value comfort, well being, stylish environments, simplicity, lifes little pleasures They expect pleasant surprises in terms of services: friendly staff, personalized welcome They want to get the best out of life They are: Open minded, curious and like stylish environments

    CHARACTERISTICS

    Germany

    Less than 600

    600 and 1500

    1500 and 2300

    2300 and 3800

    3800 and 5300

    More than 5300

    NA

    13%

    14%

    26%

    7%

    9%

    21%

    Bet

    wee

    n

    France

    10%

    18%

    31%

    19%

    9%

    10%

    1%

    Wish not to answer

    MONTHLYNET INCOME(household)

    Source : Ifop 2011 customer survey drivers)

    Customers - Who Are Our Clients

  • 13

    Ill be back, because its all so easy andpractical.

    When you stay here, you already knowbreakfast is included, but then you findout that there are little extras, which is

    really nice.

    all seasons is a sure bet. You can restassured that everything will go well.

    The original, atypical design is part ofwhat makes it so nice

    Customers - Whats Our Clients Say

  • 14

    theyve done it!

    theyve never regretted it

    Etienne and Philippe Girard, Accor Group franchiseholders since 1992, own all seasons Nancy Centre Gare:

    () we really liked the friendliness and the familyorientation. The all seasons product made it very easy toadapt our hotelall seasons is a young, fresh, friendly

    brand with a strong network across France and with briskdevelopment.

    Salim Nazaraly, Accor franchise holder and Chair ofthe Mercure France franchise holders association,

    owns all seasons Paris

    () to give you a very specific example, I recently

    transferred one of my independent Paris hotels to the all seasons brand.

    Business was already good, with an 80% occupancy rate. But the Accor difference is in the average rate, which has gone up 10-15% since I moved it to the brand. In

    2009, Ive seen a 10% increase in revenuesdespite it being a difficult

    year

    Jack and Evi Trost, owners and directors of allseasons Frankfurt:

    () its a young, fresh and fun brandplus, ithas the advantage of being part of the Accor Group,

    withinternational distribution and recognition.

    Franchisees Feedback

  • 15

    Competition

    Design approach

    Sta

    nd

    ard

    ized

    +

    +-

    -

  • 16

    D 07 J 08 D 08 J 09 D 09 J 10 D 10 D 11 D 12 D 13 D 14 D 15

    18

    4048

    6181

    86

    115

    350

    150

    Network evolution / Sept 2007 Dec 2015

    To reach a critical size of the network,by a fast and qualitative development, guarantying the brand suitability

    14 countries171 hotels15034 rooms

    18/05/2012

    14 countries171 hotels15034 rooms

    18/05/2012

    Strong Network ambition

  • 17

    Quality exigency

    Mystery visits andproduct audit

    24/7 qualityphone number

    Quality charter

    Mystery calls

    Hygiene audit

    Guest e-book

    GSS survey

  • 18

    Brand essentials key of success

    Design SpiritGreat Value for

    money perception

    All inclusive offer +

    For the client

    Essential DNA

    For the network

    =

    Strongdevelopment

    ambition

    Qualityexigency

    Essential DNA + +

  • 19

    All inclusive offer

    Internet connectionInternet connectiondesign roomdesign room

    welcome giftwelcome gift free coffee, tea anmineral water

    free coffee, tea anmineral water

    newspaper, magazines andselection of TV channels

    newspaper, magazines andselection of TV channels

    + +all-you-can-eat

    breakfastall-you-can-eat

    breakfast

  • 20

    All inclusive offer Family offer

    10% of family suites and Kid corner

    welcome kid pack Children breakfast

    children TV channel general equipmentfor families

    children menuin the restaurant

  • 21

    Design spirit The room unavoidable A big bed

    A large flat screen television

    A multi purpose space

    Spacious bathroom

  • 22

    Modular furniture

    Use of the light

    Importance of colours

    Design spirit

  • 23

    ibis Styles is positioned on the

    economiceconomiceconomiceconomic segmentsegmentsegmentsegment. Our prices

    must always be, at least, 25%

    lower than midscale hotels

    located on the same micro-

    market.

    AffordabilityAffordabilityAffordabilityAffordability is a real

    component of our pricing DNA. An

    economic brand is driven by

    volume more than average room

    rate.

    Among the ibis brands, ibis

    Styles should always have higher

    rates than ibis and ibis budgeton the same micro-market because

    wewewewe areareareare allallallall----inclusiveinclusiveinclusiveinclusive.

    Price Positioning

    DDDD----20202020DDDD----405405405405 DDDD

    Promotional Promotional Promotional Promotional

    ratesratesratesrates

    Standard Standard Standard Standard

    ratesratesratesrates

    25% min.25% min.25% min.25% min.

    25% min.25% min.25% min.25% min.

    1 ibis breakfast 1 ibis breakfast 1 ibis breakfast 1 ibis breakfast

    min.min.min.min.1 ibis breakfast 1 ibis breakfast 1 ibis breakfast 1 ibis breakfast

    min.min.min.min.

  • 24

    Global frame for pricing policy

    100%100%100%100%

    ----5 %5 %5 %5 %

    ----11110000 %%%%

    ----11115555 %%%%

    ----20 %20 %20 %20 %

    ----25 %25 %25 %25 %

    ----30 %30 %30 %30 %

    ----35 %35 %35 %35 %

    ----40 %40 %40 %40 %

    ----45 %45 %45 %45 %

    ----50 %50 %50 %50 %

    Standard flexible

    rateDynamic corpo.

    rate

    Standard rate OTAs

    ibis Styles

    Tuesdays

    Advance booking

    rateSummer/Winter

    offer

    Accor employee

    rate

    Travel agents

    rate

    Leisure

    group

    rate

    Public Public Public Public

    ratesratesratesratesNegotiateNegotiateNegotiateNegotiate

    d d d d

    ratesratesratesrates

    Group Group Group Group

    ratesratesratesrates

    Busines

    s group

    rates

  • 25

    Brand Offers

    ibis Styles Tuesdays

    The only rate exclusively sold on our websites

    (ibisstyles.com and accorhotels.com) due to a

    technical barrier that we put to OTAs.

    This offer allow our hotels to sell empty rooms at a

    very attractive rate (-50% RB1ALS) without paying any

    commission. A minimum stay of 2 nights is required.

    It contributes to create channel preference for our

    guests who are invited to book on our websites to

    benefit for the greatest deals.

    ibis Styles Tuesdays is also a topic that can be used

    for P.R. purpose.

  • 26

    Brand offers

    Advance Booking rate

    This offer (-15% off RB1ALS) allow our hotels to

    secure their bookings portfolio through an advance

    purchase rate that is pre-paid and non-cancellable.

    We will share the offers name, the lead-time (20

    days) and the guests benefit (book early, save

    money) so that we can communicate on ibis.com through

    a common offer as ibis and ibis budget will also havethis rate.

    This offers name will evolve and become happy 20 in

    2013.

  • 27

    Meeting offers

    Meet & Eat : AllMeet & Eat : AllMeet & Eat : AllMeet & Eat : All----inclusive oneinclusive oneinclusive oneinclusive one----day meetingday meetingday meetingday meeting

    A A A A confortableconfortableconfortableconfortable meeting roommeeting roommeeting roommeeting room

    + A welcome coffee, 2 in+ A welcome coffee, 2 in+ A welcome coffee, 2 in+ A welcome coffee, 2 in----room breaks and a lunch/buffet in room breaks and a lunch/buffet in room breaks and a lunch/buffet in room breaks and a lunch/buffet in

    the meeting room.the meeting room.the meeting room.the meeting room.

    + Equipment required for a meeting: overhead projector, + Equipment required for a meeting: overhead projector, + Equipment required for a meeting: overhead projector, + Equipment required for a meeting: overhead projector,

    paperboardpaperboardpaperboardpaperboard

    + Support and smiles from the staff :)+ Support and smiles from the staff :)+ Support and smiles from the staff :)+ Support and smiles from the staff :)

    Meat & Sleep : AllMeat & Sleep : AllMeat & Sleep : AllMeat & Sleep : All----inclusive residential seminarinclusive residential seminarinclusive residential seminarinclusive residential seminar

    AllAllAllAll----inclusive accommodation (room + breakfast + Wiinclusive accommodation (room + breakfast + Wiinclusive accommodation (room + breakfast + Wiinclusive accommodation (room + breakfast + Wi----Fi) for Fi) for Fi) for Fi) for

    participantsparticipantsparticipantsparticipants

    + A + A + A + A confortableconfortableconfortableconfortable meeting roommeeting roommeeting roommeeting room

    + A welcome coffee, 2 in+ A welcome coffee, 2 in+ A welcome coffee, 2 in+ A welcome coffee, 2 in----room breaks and a lunch/buffet in room breaks and a lunch/buffet in room breaks and a lunch/buffet in room breaks and a lunch/buffet in

    the meeting room.the meeting room.the meeting room.the meeting room.

    + Equipment required for a meeting: overhead projector, + Equipment required for a meeting: overhead projector, + Equipment required for a meeting: overhead projector, + Equipment required for a meeting: overhead projector,

    paperboard paperboard paperboard paperboard

    + Support and smiles from the staff :)+ Support and smiles from the staff :)+ Support and smiles from the staff :)+ Support and smiles from the staff :)

  • 28

    Worldwide objectives

    ONE OPENING PER WEEK

    >18 COUNTRIES AND

    350 HOTELS IN 2015

  • 19 octobre 2012 29

    ibis Styles photo gallery

  • 30

    RECEPTION

    all seasons Aachen City Germany

    all seasonsYogyakartaIndonesia

    all seasonsDsseldorf Neuss Germany

  • 31

    LOBBY

    all seasons Aachen City Germany all seasons Paris Bercy France

    all seasons Bordeaux Aroport Merignac France

  • 32

    all seasonsAachen CityGermany

    BREAKFAST

    Ibis Styles Lille Aroport Lesquin Franceall seasons Aachen City Germany

    all seasonsParis Gare de l'EstChteau LandonFrance

  • 33

    KIDS CORNER

    Ibis Styles Rennes Saint Grgoire France

    all seasonsStrasbourg GareFrance

  • 34

    MEETING ROOMS

    all seasonsMenton CentreFrance

    all seasons Compigne Franceall seasons Annemasse Genve France

  • 35

    BEDROOMS

    all seasonsAachen CityGermany

    all seasonsFrankfurt CityGermany

    Ibis Styles Luzern City Switzerland

  • 36

    BEDROOMS

    all seasonsMenton CentreFrance

    all seasons Hamburg City Nord Germany

    all seasons Berlin Mitte Germany

  • 37

    BEDROOMS

    Ibis StylesParis Pigalle MontmartreFrance

    all seasons Amiens Cathdrale Franceall seasons Toulon Centre Congrs France

  • 38

    ibis Styles Global Marketing110 avenue de France, 75013 Paris France

    ibisstyles.com accorhotels.com

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