BRAND PRESENTATION 1

BRAND PRESENTATION 1 Summary I/ Brand Positioning II/ Brand Network & Pipeline III/ Brand Product & Service Features IV/ Brand Performance V/ B...
Author: Scott Gallagher
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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

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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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