BRAND PRESENTATION 1
Summary
I/ Brand Positioning
II/ Brand Network & Pipeline
III/ Brand Product & Service Features
IV/ Brand Performance
V/ Brand Communication
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I/ BRAND POSITIONING 3
Three complementary brands within the same family SIMPLICITY • MODERNITY • WELL-BEING
WELL-BEING AT THE BEST PRICE
COMFORT, DESIGNS ALL INCLUSIVE
ESSENTIAL COMFORT AT A BUDGET PRICE
ULTIMATE COMFORT HIGHEST LEVEL OF SERVICE CARING & EFFICIENT
PERSONALIZED DESIGN ALL INCLUSIVE OFFER POSITIVE & TRENDY
ESSENTIAL COMFORT THE RIGHT PRICE CLEVER & CASUAL
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The ibis Family: A Profitable Business Model
KEY DRIVERS OF MEGRABRAND BUSINESS MODEL ARE THE SAME…
Network consistency
Volume
Low costs (building & operating)
Awareness
Direct distribution
Affordability 5
ibis Family : A Mega Network… TODAY MORE THAN 1 800 hotels BY 2018 AROUND 2 300 hotels Northern, Central & Eastern Europe 2014
2018
France
848
875
Germany
190
205
UK
91
108
Asia Pacific MMEA
Latin America Brazil
2014
2018
121
238
Morocco
2014
2018
20
22
2014
2018
China
72
116
Indonesia
39
92
India
11
21
Source : 2014 – Datavision December 6
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ibis Styles – Brand Identity Card
BRAND AMBITION:
To become the preferred Lifestyle economy hotel brand by inspiring a happy mood to the clients through creative multiple styles hotels.
Bedding Sweet Bed by ibis Styles Services All-inclusive offer (room + breakfast + WiFi + little attentions) Design Multiple Styles and Storytelling, Design Strategy
Human resources Happy Mood Makers Family program Family offer (welcome kid pack, special menus…) Meeting offer Meet & Eat, Meet & Sleep
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International competition Non-exhaustive list
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Customer Profiles
WHERE DO CUSTOMERS COME FROM?
Customer Profiles who are they ? ESSENTIALS ONLY
78%
Basic needs & low expectations Need just a place to sleep Loner & Introverted
22% Domestic
International
CASUAL SOCIALIZING
AGE
TYPE OF STAY
Cool & Trendy Organize business meeting Share with people
AFFORDABLE ESCAPE
58%
40% 30%
50
Business
42% Leisure
Best deal for an all-inclusive Relax & discover Escape & cocooning
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Brand positioning
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Essential DNA Heating + cooling
total sound proofing
Additional little extras
Familly offer Welcome Kid Pak Tv channel Special menus Equipment
Free & unlimited internet
Total darkness
Bedding Size ( 100x200 /160x200) Standard quality
3 types of rooms
All inclusive offer
Double, Twin et Suite 10% hosting families
Breakfast + internet
Comfortable lighting General lighting, ambience lighting, reading lighting
Equipment
Kid Corner
+ Conviviality area
10% of clients Including computers complementary drinks and news papers
26” or 32” LDC TV
Breakfast room
Multimedia connectivity
(60% of clients)
Modulable furniture (table, seats) Mirror / Storage
Signage Brand’s standard prior to hotel opening Name Brand’s policy
Bathrooms Shower in priority (1m²) Washbasin WC 12
Brand essentials - key of success
FOR THE CLIENT All inclusive offer
+
Design Spirit
=
Great Value for money perception
+
Quality exigency
FOR THE NETWORK Essential DNA
+
Strong development ambition
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Brand essentials - key of success
Modern & efficient trainings are proposed during all the collaborator's career. A high-level of service that relies on skilled teams . At ibis Styles, we thrive on generating a happy mood.
Our teams are a source of good vibrations, they dare to take initiatives, unleash their imagination to anticipate guests’ needs and create moments of unexpected joy that will feed their happy mood.
Best Initiative in Human Resource “Happy Mood Makers” Worldwide Hospitality Award 2014 14
II/ BRAND NETWORK & PIPELINE
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Ibis Styles Portfolio A FRANCHISER WHICH WORKS ON ITS OWN NETWORK: Being both an owner and operator gives us more credibility and expertise to franchise efficiently.
13%
8%
79%
Owned Franchise Managed
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* Owned, fixe leased & leased under variable rent on 06/30/2014
Ibis Styles: A Growing Network
IN DECEMBER 2014, IBIS STYLES IS PRESENT IN 24 COUNTRIES WITH 277 HOTELS AND IN 25 100 ROOMS
141 HOTELS IN FRANCE
62 HOTELS IN NORTHERN, CENTRAL & EASTERN EUROPE (except France) AUSTRIA BELGUM GERMANY LUXEMBOURG NETHERLANDS POLAND SWEDEN SWITZERLAND UNITED KINGDOM LATVIA
2 6 23 1 3 3 12 2 9 1
54 HOTELS IN ASIA PACIFIC
6 HOTELS IN LATINO AMERICA Brazil 5 Mexico 1
Development objective: 360 hotels in 2018
14 HOTELS IN MEDITERRANEAN, MIDDLE EAST & AFRICA Egypt 1 Spain 5 Israel 1 Italy 7
AUSTRALIA INDONESIA MALAYSIA NEW ZEALAND THAILAND CHINE JAPAN
28 12 4 1 3 4 2
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Ambitious development 483
350 232 Network December 2014
150
197
214
115
18
40 48
61
81
86
D 07 J 08 D 08 J 09 D 09 J 10 D 10 D 11 D 12 J 13 D 14 D 15 D 18 Main new destinations S2 2014 /2015 : Sapporo, Geneve, Belo Horizonte, Jakarta New countries S2 2014: Israel, Latvia, Mexico. 18
5 Latest Openings
• ibis Styles Jerusalem Sheikh Jarrah – Israel • ibis Styles Deyang – China
ibis Styles The Entrance - Australie
• ibis Styles Balneario de Camboriu – Brazil • ibis Styles the Entrance – Australia • ibis Styles Sapporo – Japan
ibis Styles Jerusalem Sheikh Jarrah, Israel
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2014/ 2015 IBIS STYLES FLAGSHIPS
• Ibis Styles Dale Street Liverpool, England
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2014/ 2015 2014/ 2015 IBIS FLAGSHIPS
IBIS STYLES FLAGSHIPS
• Ibis Styles Wroclaw Centrum, Poland
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2014/ 2015 IBIS STYLES FLAGSHIPS
• Ibis Styles Palermo, Italy
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2014/ 2015 IBIS STYLES FLAGSHIPS
• Ibis Styles Paris Massena Olympiades, France
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2014/ 2015 IBIS STYLES FLAGSHIPS
•
Ibis Styles Ipoh, Malaysia
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2014/ 2015 IBIS STYLES FLAGSHIPS
•
Ibis Styles Bali Kuta Circle, Indonesia
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III/ BRAND PRODUCT & SERVICE FEATURES 26
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IBIS STYLES : TOP QUALITY 2 large Micro-fibre pillows - 80x50 cm
White, light duvet soft and envelopping 220x240 cm Tucked under the topper The ibis topper : 7 cm of added comfort for unrivalled support and comfort Multi-zone, multi-density mattress White 3d material
Flexible, multiply wood slats Box spring, with supports White 3d material Choice of colours for the feet 28
PUBLIC AREA 3 dimensions and a clear ambition for the most satisfied client and the most optimal performance of the hotel
EQUIPMENT AND DESIGN
F&B OFFER
SERVICE ATTITUDES
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Conviviality Concept by
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Internet – WIFI standards ibis Styles offers the Wi-Fi internet connection in all their hotels for free. Cabled internet won’t be found anymore in the ibis Styles hotels.
You can find the Wi-Fi in the common areas, in all the rooms and in the meeting rooms. The Brand guarantee Wi-Fi in hotels for free ( 256Kb/user). This broad band allows :
•
Web consultation
•
Email sending and reception with voluminous attached document
•
Unlimited data transfer
•
Network connection via VPN
•
Internet navigation 31
The all-inclusive offer is composed of : • Design room • Internet connection • All-you-can-eat breakfast • Welcome gift • Free coffee, tea and mineral water • Interactive kiosk, newspaper, magazines and selection of TV channels
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And also by the Family Offer
• 10% of family suites • Kids area • Welcome kid pack • Children breakfast • Children TV channel • General equipment for families • Children menu in the restaurant
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Meeting offers
Meet & Eat : All-inclusive one-day meeting A comfortable meeting room + A welcome coffee, 2 in-room breaks and a lunch/buffet in the meeting room. + Equipment required for a meeting: overhead projector, paperboard… + Support and smiles from the staff :)
Meet & Sleep : All-inclusive residential seminar All-inclusive accommodation (room + breakfast + Wi-Fi) for participants
+ A comfortable meeting room + A welcome coffee, 2 in-room breaks and a lunch/buffet in the meeting room. + Equipment required for a meeting: overhead projector, paperboard… + Support and smiles from the staff :)
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ibis Styles DESIGN STRATEGY AND EXAMPLES 35
ibis Styles design Strategy
ENSURE OUR DIVERSITY
HIGHLIGHT OUR DESIGNS
MULTIPLE STYLES
STORYTELLING
The gathering of all our creative partners
One design, one story, one experience
CHALLENGE OUR CREATIVITY
“CREATIVITY LAB”
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Storytelling spread over the client experience to increase brand preference
External communication: PR, Online Acquisition (emailing, social Media…)
Distribution: Booking website, Sales and call center information
Client arrival at the hotel
Client stay
Client departure
Storytelling examples A dedicated web page
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DESIGN examples
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ibis Styles Belo Horizonte, Brazil
ibis Styles Yogyakarta Indonesia
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RECEPTION ibis Styles Palermo, Italy
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ibis Styles Roanne Centre Gare, , France
ibis Styles Lille Centre Grand Place, France
ibis Styles Liverpool - England
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LOBBY 40
ibis Styles Berlin Mitte, Germany
ibis Styles Wroclaw Centrum, Poland
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BREAKFAST 41
ibis Styles Lyon Villeurbanne, France
ibis Styles Edinburgh Centre St Andrew Stade, Scotland
ibis Styles Palermo, Italy 42
BAR ibis Styles Brest Centre Port, France
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ibis Styles Sao Paulo Anhembi, Brazil
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KIDS CORNER ibis Styles Wroclaw Centrum, Poland
ibis Styles Ipoh - Malaysia
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Ibis Styles Dortmund West Allemagne ibis Styles Joinville, Brazil
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MEETING ROOMS ibis Styles Vannes Gare Centre, France
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ibis Styles Herten, Germany
ibis Styles Poitiers France
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BEDROOMS ibis Styles Lille France
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ibis Styles München Ost, Germany
ibis Styles Chartes, France
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BEDROOMS ibis Styles Calais Centre France
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ibis Styles Ipoh , Malaysia
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BEDROOMS ibis Styles Vienna - Austria
47
ibis Styles Toulon Centre Congrès France
ibis Styles le Havre Auguste Perret France
ibis Styles Bandung Braga Indonesia
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BATHROOM ibis Styles Romans Valence Gare TGV France 48
ibis Styles Saumur Gare Centre France
ibis Styles Hildeseim, Germany 49
FACADE ibis Styles Aachen City Germany 49
IV/ BRAND PERFORMANCE
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Ibis Styles Distribution Solutions
6% Travel agencies Direct web 37%
22% Indirect web
22% 13%
Call centers & mails, resaweb PMS
ibis Styles distribution «powered by Accor» Worldwide contribution rate of 63% YTD 2014 51
ibis.com *
• 14 languages, 27 countries homepage versions • 8 millions of nights sold • More than 64 millions of visitors on ibis.com between January and November 2014.
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* DATA EXTRACTION: DECEMBER 2014
A digital strategy adapted to new consumption modes A smartphone application
Available for Android, IOS and Blackberry 5% of direct web reservation for ibis are made on the app.
The app has been downloaded over 700,000 times!
ibis Facebook page
1 page for three brands of the ibis Family and specific tabs for each brands
Over 600,000 fans worldwide
Available in 10 languages 53
For frequent travelers, ibis Business
Subscribers benefit from reductions and advantages around the world (excluding China):
55 000 members
10% discount on room and breakfast rates
10% discount on all purchases at ibis and ibis Styles restaurants and bars, including for nonresidents
5% additional discount on selected promotions (early booking, summer and winter sweet winter deals, week-ends)
Guaranteed room availability when booking is made up to two days before arrival
Golden status on the Club Accor Hotels Program. 54
A global & multibrand loyalty program RESIDENCE COUNTRY OF LE CLUB ACCORHOTELS MEMBERS
South America 12% North America 6%
Asia 19%
Others 2%
Pacific 8%
France 12%
Rest of Europe 21% Germany 7%
UK & IE 11%
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* DATA EXTRACTION: DECEMBER 2012
Quality exigency
Mystery visits and product audit
Mystery calls
Hygiene audit
GSS survey
24/7 quality phone number
Quality charter
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ibis Styles Satisfaction rate
89% of ibis Styles’ customers worldwide consider themselves as satisfied*.
% of satisfied or very satisfied consumers (2014) 96% 94% 92% 90% 88% 86% 84% 82%
*Source: GSS 2014
Americas Europe Asia-Pacific Middle East Worldwide
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V/ BRAND
COMMUNICATION 58
IBIS FAMILY LAUNCH
CAMPAIGN OCTOBER 2012
A WORLDWIDE SCOPE:
56 countries and 5 continents 2,847 millions inhabitants concerned 12,5 millions € budget thanks to local participations a global media plan: TV, display, print, billboards, TV replay, inflight TV… THE CAMPAIGN RESULTS (France: 300 people aged from 15 to 60)
62% of asked «liked» the campaign (average 55%)
The campaign shows «tranquility» and «well-being» 28% of asked declared wanting to stay at ibis hotels in the future The campaign shows comfort at adapted for any budget
Source : Ipsos post-test results November 2012
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LOCAL CAMPAIGN
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Comfort, unique designs, all-inclusive.
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