Accor’s leading global economy brand, Ibis, is celebrating its 50th anniversary this year with the launch of a new brand culture program, global employee ambassadorship and brand campaign.
The latest initiatives will double down on the brand’s founding principles of affordability, innovation and quality.
Established in 1974, with its first hotel in Bordeaux, Ibis was the first hotel brand in Europe to make a high quality, comfortable night’s stay accessible to all travellers, according to Accor.
Following its launch, Ibis grew quickly, first in Europe and then worldwide, proving that there was demand for hotels offering “standardised quality, great design, consistency and reliability, at an affordable price”.
Today, Ibis has more than 2,500 locations in 79 countries across the three-brand family – Ibis, Ibis Styles and Ibis Budget – which was established in 2012.
Accor’s Chief Commercial Officer, Premium Midscale & Economy, Karelle Lamouche, says it’s a “true power brand”.
“Known the world-over, Ibis democratised travel, making quality travel experiences possible for everyone, irrespective of budget,” Lamouche said.
“The 50th anniversary of Ibis is not just a celebration, it’s a testament to five decades of unwavering dedication to making travel possible, offering caring hospitality for all and the brand’s undisputed leadership in the economy segment.
“This year we proudly celebrate our anniversary and the people and communities that have stayed with us and grown with us. For 50 years, we have welcomed and developed our people, giving them a foundation in hospitality excellence, fuelling their skills and passion.
“The Ibis brands are where people start their career and where people first start to travel. People start, and stay, with Ibis. This has been true for 50 years and will remain true for the next 50 because we know Ibis is a rare gem and people are what makes the difference.”
Ibis will continue to expand its presence to new markets in 2024 and beyond, with a pipeline of over 320 hotels. Ibis will launch in its 80th country by the end of the year, with the opening of the Ibis Styles Reykjavik Muli in Iceland.
Accor guest data from five key markets – France, Australia, Germany, the UK and the US – revealed that guests choose Ibis brands for value, convenience, location, essential offerings, and friendly staff.
“The 50th anniversary is about reinforcing our position as the leading brand in the economy hotel segment and embracing our future with renewed energy and enthusiasm,” added Lamouche.
“For 50 years Ibis has got the essentials right and delivered them with heart. People are the differentiator for Ibis, because we know you’ll get the most out of your trip when we put the most into your stay.”
Accor said guests, teams and locals can look forward to an exciting year with anniversary events, celebrations and new hotel openings.