ibis styles brand presentation june 2012 - orbis.pl - orbis · pdf file ·...

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Brand presentationParis June 2012

19 octobre 2012 2

ibis Family

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: 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

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International Accor Brands Covering the Economy And Budget Segment

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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

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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.

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A Profitable Business Model

Network consistency

Low costs (building & operating)

Affordability

Direct distribution

Awareness

Volume

KEY DRIVERS OF MEGRABRAND BUSINESS MODEL ARE THE SAME

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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

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The Brand

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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

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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

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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

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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

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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

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Competition

Design approach

Sta

nd

ard

ized

+

+-

-

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

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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

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Quality exigency

Mystery visits andproduct audit

24/7 qualityphone number

Quality charter

Mystery calls

Hygiene audit

Guest e-book

GSS survey

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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 + +

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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

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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

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Design spirit The room unavoidable A big bed

A large flat screen television

A multi purpose space

Spacious bathroom

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Modular furniture

Use of the light

Importance of colours

Design spirit

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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