Tourexpi
ibis,
the world’s best known economy hotel brand, has launched its new global brand
campaign, Go get it, placing people, guests and brands at the heart
of the brand’s story.
ibis,
which celebrates its 50th anniversary this month, created the category of
democratized travel when it launched in 1974. By making quality and affordable
travel experiences accessible worldwide, ibis redefined what economy
hospitality could be. With the launch of the new campaign, Go get it, the
brand once again demonstrates the importance of travel for all, celebrating the
diverse reasons that inspire people to travel.
“Fifty
years ago, ibis democratized travel by introducing the concept of economy
hospitality, providing guests with friendly service, great design, consistent
quality – all at an affordable price,” explains Jean-Yves Minet,
Global Brand President, Midscale & Economy, Accor. “ibis has remained
a leader in the economy segment for 50 years because we know that guests get
the most out of their travels when we put the most into their stays. Whatever
the reason for their travel, wherever they are in the world, there’s an ibis to
help guests Go get it.”
Planting
the flag in 79 countries, ibis has transformed communities and the lives of its
team members, known as Heartists®. Founded on the principles of affordability,
innovation and reliability, ibis was the first hotel brand in Europe to make a
high-quality, comfortable night’s stay accessible to all.
“ibis
is one of the best-known hotel brands in the world, growing at pace to serve
the world’s travelers, last year hosting almost 72 million stays,” adds Karelle
Lamouche, Chief Commercial Officer, Premium, Midscale & Economy brands at
Accor. "Travel has become the most essential 'non-essential'
experience today, and our latest global ibis travel intent research shows that
one in three respondents plan to travel more in 2025 than they have this year.
Across the globe, particularly in fast-growing regions like Asia, we’re seeing
a surge in the traveling population. At ibis, we are perfectly positioned to
cater to the evolving needs of this new generation of travelers."
Today,
the ibis brand family leads the global economy hotel sector, with
more than 2,600 hotels and nearly 300,000 bedrooms, across three distinct
brands – ibis, ibis Styles, and ibis budget. Each brand
experience offers a different design, personality and promise, yet they are
unified by the ibis spirit of openness and guest favorites such as
friendly staff, value for money, 24/7 F&B and a great sleep, thanks to the
award-winning Sweet Bed™ by ibis.
ibis
collaborated with Saatchi & Saatchi London to design and create the
global Go get it campaign. The campaign was shot at ibis London
Sutton Point. The films feature cameos by ibis Heartists® Michael Brandy
from ibis London
Sutton Point and Zoltan Fuzesy from ibis
Styles Edinburgh St Andrew Square. The campaign has been launched on
global social media channels and on television networks, with a series of seven
heartwarming travel stories which represent true-to-life stories that take
place at ibis hotels around the world, every day.
The
series of videos were directed by AB/CD/CD, the award-winning French directing
duo of Clement Dozier and Camille Dauteuille. Together, Clement and
Camille work across diverse commercial genres, showcasing their talents through
a broad spectrum of projects, with an expertise in narrating compelling human
stories, executed with impeccable art direction and cinematography.
Exclusive
ibis data reveals Global Travel Intents
ibis
data from 9,000 consumers across 8 key markets globally – UK, USA, Brazil,
France, Germany, India, Australia and China – reveals the travel intents
driving travel.
op
5 sources of inspiration for choosing a destination:
1.
45% - Family & Friends
2.
31% - Personal interests & hobbies
3.
25% - travel websites/blogs
4.
20% - YouTube
5.
20% - Food & cuisine
Travel
& Social Media
25%
of travelers agree that they would ‘only book a vacation that I have seen on
social media’ - this stat increases to 39% for Gen Y/Z
Of
those who have travelled to a destination based on seeing it via an influencer
or social media, 28% found the experience better than expected – this increased
to 44% for GenY/Z
Top
three aspects that influence travelers’ choice of destinations:
1.
Cost – 44%
2.
The surroundings (e.g. beach, desert, mountains etc.) - 42%
3.
Weather – 33%. 42% of Brits prioritize weather
Travel
Intent Behavior:
72%
of travelers say they’d rather stay in a more affordable hotel and pack their
days and nights with fun activities
58%
of respondents said they think “experiences are better than stuff”
57%
Agree, ‘It is important for me to experience new things when travelling’
34%
of travelers in 2025 intend to travel for specific events or experiences. For
example, music gigs, art, design, culture fair, music festivals, cultural
events, sporting events
To
download the ibis Trends Report, click
here
Image
Credit: © Ibis
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