ESSENTIAL COMFORT AT A BUDGET PRICE

Transcription

1 ESSENTIAL COMFORT AT A BUDGET PRICE 1

2 Summary I/ Brand Positioning II/ Brand Network & Pipeline III/ Brand Product & Service Features IV/ Brand Communication V/ Brand Performance 2

3 3 COMPLEMENTARY BRANDS WITH UNIC CHARACTERISTICS AND COMMON VALUES: SIMPLICITY, MODERNITY AND WELL- BEING ibis WELL-BEING AT THE BEST PRICE ibis Styles COMFORT, UNIQUE DESIGNS ALL INCLUSIVE ibis budget ESSENTIAL COMFORT AT A BUDGET PRICE ULTIMATE COMFORT HIGHEST LEVEL OF SERVICE PERSONALIZED DESIGN ALL INCLUSIVE OFFER ESSENTIAL COMFORT THE RIGHT PRICE CARING & EFFICIENT POSITIVE & TRENDY CLEVER & CASUAL 3

4 THE IBIS FAMILY, A PROFITABLE BUSINESS MODEL NETWORK CONSISTENCY AWARENESS VOLUME DIRECT DISTRIBUTION LOW COSTS (Building & operating) AFFORDABILITY 4

5 ibis Family : A Mega Network Northern, Central & Eastern Europe 473 hotels rooms hotels rooms 65 countries BY 2018 AROUND 2,300 hotels Ameriques 169 hotels rooms France 869 hotels rooms MMEA 174 hotels rooms Asia Pacific 244 hotels rooms 5 Source: Accor database MEGA,

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7 IBIS BUDGET IDENTITY CARD A COMFORTABLE ROOM For 1, 2 or 3 persons Sweet Bed TM by ibis budget Shower, wash basin and toilet in the room Desk TV with a wide range of channels Round the clock check-in 24/7 Free Wi-Fi internet access in rooms and public areas All-you-can-eat breakfast buffet Self-service snack area Hot and cold beverages Sweet and savory snacks in vending machines Closed parking area Affordable price Competitive room rate 7

8 IBIS BUDGET GUEST PROFILES Loner clients with basic needs, only seeking a place to sleep Voyagers eager to find the best deal for all-inclusive offering relaxation and discovery Altruist individuals, loyal to economy hotels and looking for work efficiency and autonomy WHERE DO THEY COME FROM Source: MRCI analysis using GSS for Age & Gender, HMS for Income and MDM for Origin & Purpose of stay,

9 TALENT & CULTURE BRAND SPIRIT & GUEST EXPERIENCE A high-level of service that relies on empowered and skilled teams. Engineers of optimism, champions of the relationship and bargain hunters, the teams are close to their customers, and take advantage of every opportunity to bring their hotels to life, in order to ensure they are full of life. The teams embody the brand s sense of service on a daily basis, through their attitudes, team spirit and friendliness. A new leadership style In line with AccorHotels s strategy, a new dynamic is engaged between team member and manager through a new relationship based on: 1) Empowerment 2) Coaching Allow our collaborators to learn Team members are involved in their development. They benefit from tailored learning programs to make them grow in selfawareness and develop business expertise 9

10 FRANCE GERMANY UK SPAIN AUSTRALIA IBIS BUDGET COMPETITORS (non exhaustive list) Economy segment Budget / Low end segment Independent hotels do not appear on this chart. Countries not included have no real chain competition (*) Akena express only (part of Akena group : 24h on Budget & Eco segments / (**) Voluntary chains Low-cost segment Others: Days Inn Others: Easy Hotels Others: Nitenite Others: isleep Première Classe Hotelandgo Meininger 10

11 IBIS BUDGET NEW COMPETITORS AIR BNB Created in 2008, Airbnb is an adaptation of the Bed & Breakfast concept except that people rent their apartment/house for short stays. In December 2013, 10 millions travelers used the Airbnb solution and over 550,000 locations were proposed. COUCH SURFING The travel-oriented-social network has been created in 2004 and gather more than 6 millions citizens. In 2012 there were over 10,4 millions couch surfers in over cities in the world. HUB by Premier Inn Last born of the Whitbread (Premier Inn) group, HUB is a concept that focus on space optimization, low price and downtown location. 11

12 II/ BRAND NETWORK & PIPELINE 12

13 LEADING BRAND IN THE BUDGET SEGMENT IN EUROPE IN DECEMBER 2015, 551 HOTELS WORLDWIDE WITH MORE THAN ROOMS IN 17 COUNTRIES 330 HOTELS IN FRANCE Pipeline: +751 rooms 142 HOTELS IN NORTHERN, CERNTRAL, EASTERN EUROPE (EXCEPT FRANCE) Pipeline: +2,403 rooms 32 HOTELS IN ASIA-PACIFIC Pipeline: +1,871 rooms 22 HOTELS IN AMERIQUE Pipeline: +8,533 rooms 25 HOTELS IN MEDITERRANEAN MIDDLE EAST AND AFRICA DEVELOPMENT OBJECTIVE 2018: 600 HOTELS WORLDWIDE 13 Source: Accor database MEGA,

14 BRAND NETWORK OPERATING MODE 7% 41% 52% Subsidiaries Franchise contract Management contract 14

15 BRAND NETWORK LATEST OPENINGS LATEST OPENINGS ibis budget Rio de Janeiro Copacabana BRAZIL ibis budget Copiaco CHILI ibis budget Manaus BRAZIL ibis budget Bamberg GERMANY ibis budget Grigny FRANCE 15

16 FLAGSHIPS IBIS BUDGET ZURICH AIRPORT SWITZERLAND 16

17 FLAGSHIPS IBIS BUDGET BERLIN KURFURSTENDAMM GERMANY 17

18 FLAGSHIPS IBIS BUDGET AMBASSADOR SEOUL DONGDAEMUN SOUTH KOREA 18

19 FLAGSHIPS IBIS BUDGET EDINBURGH PARK UNITED KINGDOM 19

20 FLAGSHIPS IBIS BUDGET SAO PAULO PARAISO BRAZIL 20

21 FLAGSHIPS IBIS BUDGET SAINT POURCAIN FRANCE 21

22 III/ BRAND PRODUCT & SERVICE FEATURES 22

23 IBIS BUDGET PUBLIC AREAS A FRIENDLY, DESIGNER ATMOSPHERE Our hotels benefit from a fresh new design! The reception, breakfast room and snack corner are all in close proximity and guests can therefore circulate more easily and intuitively. The color schemes and display boards on the walls vary and create contrasts, to avoid any sense of monotony. REDESIGNED COMMON AREAS In 2012, ibis budget redesigned its public areas with a focus on optimizing these lively spaces in a nifty, playful way and creating a warm, friendly atmosphere. Multi-functional, comfortable common areas where guests can have a bite to eat, relax, work, and browse the Internet using free Wi-Fi access, in most countries. These new, highly stylish and contemporary common areas are a brand new experience in low cost hotels! 23

24 COCOON ROOM BY IBIS BUDGET 24

25 COCOON ROOM BY IBIS BUDGET MORE ATMOSPHERE MORE FUNCTIONALITIES MORE STYLISH MORE COMFORTABLE Reworked to improve the use of space: 3 types of room (triple, double or twin) sized 5,00 x 2,50 m, spacious shower, a soft duvet and a parquet-style flooring A new well conceived room concept: a 26 flat-screen TV, a connectivity panel, storage spaces and a full length mirror. A new generation of modern style rooms with round shapes, wood and soft colors. A new sensory perception: LED ambient lighting, individual reading lights and a touch-sensitive switches 25

26 COCOON ROOM BY IBIS BUDGET Reading lights with individual touchsensitive switches Shower with flexible shower head Sink 5 clothes hangers LED (optional) under the dado rail Duvet Stool Storage area 26

27 COCOON ROOM BY IBIS BUDGET Automatic lighting with sensors in the toilet stall Wall-mounted toilet Imitation parquet PVC flooring Anti-slip PVC flooring Full-length mirror 26 flat screen TV 27

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29 THE IBIS BUDGET NEW BEDDING FOR ALL FUTURE OPENINGS AND RENOVATIONS 3 HOLLOW SILICON FIBRE PILLOWS 2 ON THE DOUBLE BED AND 1 ON THE BUNK BED SOFT AND ENVELOPPING DUVET, 200X220 cm MULTI-ZONE, MULTI-DENSITY MATTRESS WHITE 3D MATERIAL FLEXIBLE, MULTIPLY WOOD SLATS BED BASE, WITH SUPPORTS DARK GREY 3D MATERIAL ROUND METALLIC COLOURED FEET 29

30 WELCOME TO YOUR IBIS BUDGET BED The new ibis budget bedding product SPECIFIC FEATURES: Comfortable recycled fibre pillows for a softer and silkier feel (70 x 45 cm) A soft cosy duvet has been introduced throughout the chain. A bed base that is incorporated into the cocoon room bedside table. Elegant, sober high tech metal coloured feet that offset the modernity of the room. ONE SINGLE INTERNATIONAL REFERENCE. DESIGNED AND TESTED BY THE IBIS RESEARCH TEAM. 30

31 THE BREAKFAST OFFER A BUFFET BREAKFAST: All-you-can-eat Quick and easy At an affordable price CHOICE FOR EVERYONE QUALITATIVE: branded and Fair Trade products HEALTHY: fruits and low fat products Sweet and salted (optional) products Country specific local specialties Breakfast Room MUST HAVE 31

32 IBIS BUDGET SERVICES HOTEL ACCESS 24/7 (via reception or automatic room vending machine) ALL-YOU-CAN-EAT BREAKFAST BUFFET 7/7 (MUST HAVE) SELF-SERVICE SNACKING AND BEVERAGE OFFER (MUST HAVE) PARKING AREA (NICE TO HAVE) FREE WIFI INTERNET ACCESS (in the public areas and in the bedroom) 32

33 IS OUR 21 COMMITMENTS TO SUSTAINABLE DEVELOPMENT 7 KEY ELEMENTS 21 COMMITMENTS 90 COUNTRIES Health, nature, carbon, innovation, local development, employment and dialog: 21 commitments to help the world run a little more smoothly. In all our hotels, with our employees, our customers, and our partners, we are working to reinvent the hotel industry, sustainably. Do you like us, think sustainability has a future? Welcome to our world. Source : Planet21 Program March 2014 Health Nature Carbon Innovation Local Employment Dialogue

34 IV/ BRAND COMMUNICATION 34

35 VISUAL IDENTITY ibis budget 35

36 AWARENESS IN KEY COUNTRIES ibis budget % 50% 40% 30% 20% 10% 0% Brand awareness (2015) France Germany United Kingdom Brazil Australia Spain Source : TNS Awareness Tracking Report 2015 TOTAL Awareness 36

37 IBIS FAMILY GLOBAL CAMPAIGNS A BOLD 360 ADVERTISING CAMPAIGN RICH & FAMOUS A 360 advertisement with a digital focus. It was designed with use on digital media and social networks in mind. A worldwide campaign : Europe, Asia-Pacifc and Brazil ibis - You couldn t ask for more. The ibis brand s new advertisement humorously shows that even the most demanding guests, the Rich & Famous, now choose ibis brands, and for good reason: with such affordable quality of services and comfort, it s a no-brainer UPGRADE MY LIFE Dedicated content for «millenials» 1 st 100% digital web-series For an international audience : London, Berlin & Paris Strong animation on social networks 37

38 DIGITAL STRATEGY IN LINE WITH NEW CUSTOMER INSIGHTS Facebook Page for ibis family 1 page for the 3 brands 1 million of WW fan 14 contribution zones The brand is visible on key social networks Youtube Pinterest Google + Linkedin 38

39 BEST IBIS FAMILY PRESS RELEASES «Design is a part of ibis Styles DNA»

40 Best Communication Campaign ibis Expedition Hospitality Awards 2014 Best Communication Campaign ibis Snuggling bunnies Hospitality Awards 2013 Golden Prize for Viral Marketing Top/Com, 2014 Best Digital app Sleep Art IBIS FAMILY COMMUNICATION AWARDS Bronze Price Cross Media / Cross Mobile Integration «Snaptrip» Smarties, 2015 Le Club des Directeurs Artistiques, 2012 Best Communication Campaign Happy Sleep by ibis Family Hospitality Awards 2012 Golden Price Top/Com Rich & Famous Top/Com,

41 V/ BRAND PERFORMANCE 41

42 IBIS BUDGET DISTRIBUTION SOLUTIONS 32% Direct web 46% Indirect web Call centers & mails, resaweb PMS 14% 8% ibis Budget distribution «powered by AccorHotels» Worldwide contribution rate of 53,7% YTD 2015 (+3,7pt) 42

43 IBIS BUDGET ONLINE ibis.com KEY FIGURES 13 languages, 32 contribution zones 5,8 millions of rooms booked 60 millions of visitors on ibis.com in Data: December 2015

44 PRICING PROMOTION DISTRIBUTION FOR REGULAR BUSINESS TRAVELERS, IBIS BUSINESS SUBSCRIPTION PROGRAM The ibis family has developed ibis BUSINESS, a new membership program. Subscribers benefit from reductions and advantages around the world (excluding China): 55,000 suscribers 10% discount on room and breakfast rates 10% discount on all purchases at ibis and ibis Styles restaurants and bars, including for non-residents 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 Le Club AccorHotels loyalty program (ibis budget hotels are not part of the Le Club AccorHotels loyalty program). 44 Source : Reporting ibis BUSINESS, June 2015

45 RESIDENCE COUNTRY OF LE CLUB ACCORHOTELS MEMBERS A GLOBAL & MULTIBRAND LOYALTY PROGRAM North America 6% South America 11% Asia 18% 25 MILLION OF MEMBERS AS OF DECEMBER 2015 Others 5% Rest of Europe 21% Germany 6% UK & IE 12% Pacific 9% France 13% 1/4th of ibis family customers are Le Club AccorHotels members, representing more than 1/3rd of the whole overnight stays A member of Le Club AccorHotels stays more than twice more than a non member customer during the year. 45 Source : Reporting ibis BUSINESS, June 2015

46 QUALITY AT IBIS BUDGET, CUSTOMERS CAN RELY ON A VERY HIGH LEVEL OF CLEANLINESS, FRIENDLINESS AND COMPLIANCE WITH THE BRAND S STANDARDS. Product & services audit 1 audit per year and per hotel Brand focus on hygiene and identity Guest Satisfaction Survey Online questionnaire sent to guests after their stay. Brand focus on hygiene and recommendation scores. 45% of very satisfied guests on cleanliness 42% of very satisfied guests on service (friendliness & availability of staff) 46 Source: GSS 2015

47 CUSTOMER SATISFACTION 80% of ibis budget consumers worldwide consider themselves as satisfied or very satisfied % of satisfied or very satisfied customers (2015) 90% 85% 80% 75% 70% Central, Western & Northern Europe Asia & Pacific WW Southern Europe, Middle East & Africa Americas 47 Source: GSS 2015

48 ESSENTIAL COMFORT AT A BUDGET PRICE 48