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Accor’s McGrath talks Ibis plans


The economy hotel sector in Australia continues to be revitalised with the launch of the most innovative economy hotel to be built in Australia, ibis Adelaide.

It is the first new-build ibis to be developed in Australia since 2008, following on from the successful ibis Sydney King Street Wharf development.

The ‘affordable chic’ ibis product features a radically different lobby and public area design, advanced levels of technology, high quality bedding and in-room facilities and a prime central business district location – all at an affordable rate.

ibis Adelaide Exterior

The development of the AUD$70 million ibis Adelaide by Hines Property in Grenfell Street is part of a major expansion of the ibis brand across Australia.

“The strategy to consolidate Accor’s economy hotel product in one ibis ‘megabrand’ has been the key growth driver for Accor’s economy product in Australia,” said Accor Pacific Chief Operating Officer, Simon McGrath.

“The three megabrand brand tiers of ibis, ibis Styles and ibis Budget has fuelled the new wave of investment in economy hotels.

“With 60 ibis hotels now in Accor’s economy hotel network with the opening of ibis Adelaide, this density delivers both scale and strength behind the brand.

“Ibis Adelaide will be followed by two new ibis Styles hotels in Western Australia and Queensland and a further three ibis branded hotels scheduled for announcement shortly.

ibis Adelaide guest room with Ghostpatrol artwork

“Europe and America have seen major advances in the ‘affordable’ hotel category, and Accor is making a major impact with Australian travellers who want contemporary style, convenient locations and a reasonable price.

“In the past decade, Australian domestic travel has grown strongly on the back of low cost air carriers, but that hasn’t been reflected in hotel development trends. The ibis Adelaide raises the bar with some very cutting-edge technology and chic design aspects aimed at a new audience who are travelling at record levels for events, short breaks and business,” he said.

ibis Adelaide LED lit staircase

McGrath said the investment that Accor had made into developing ibis as a ‘megabrand’ over the past three years was being reflected in guest reactions to the enhanced product.

Signalling a shift in consumer perceptions, the ibis brand’s Net Promoter Score (NPS) – the worldwide measure to calculate consumer satisfaction – has increased 4 points year to date versus 2013 in Australia, which McGrath attributed to significant investment in product upgrades, customer service and employee training.

Advanced technology is a feature of ibis Adelaide. All 311-rooms feature the latest Samsung Smarthub 690 Series wall mounted television which at a slim 19mm is the most compact screen to ever be implemented in a hotel in Australia. Guests can access room service menus to entertainment from the smart TVs, while gym facilities feature the latest Technogym exercise equipment with Bluetooth capabilities.

In another Australian first for ibis Adelaide, rooms feature artworks by street graffiti artist Ghostpatrol, who was specially commissioned by the hotel. Ghostpatrol has had a number of solo exhibitions as well as collections at the National Gallery of Australia and Artbank. Beds offer guests the ultimate in affordable comfort with the inventive ‘Sweet Bed by ibis’ bedding concept.

The new ibis Adelaide adds to Accor’s economy megabrand hotel network across every other mainland state capital in Australia and over 2,000 hotels encompassing more than 210,000 rooms worldwide.

Ibis Adelaide will have an official opening ceremony on 14 August.

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