ACCOR Consolidates Economy Brands In Major Shuffle

Posted: 20 Sep 2011 | 6:00 am

The hospitality industry is buzzing over the announcement that global giant ACCOR is consolidating its growing economy offerings into as single ibis umbrella.

Ibis going forward will offer three products with the core ibis brand becoming the omnibus namesake.

All Season's looks to be headed to the bin with conversions of these properties to be called ibis styles.

While the none too familiar name in Asia, Etap is set to change to ibis budget.

Lest anyone be confused ACCOR still does have a budget tier with its Formule 1 which is being retained.

Industry watchers may recall that a few years ago an exercise was undertaken to drive what ACCOR considers to be a premium brand Sofitel upstream into the luxury stratosphere. This was a painful exercise with many owners relegated to Pullman or other options. Recently the Asia office of Sofitel was relocated from Bangkok to Singapore.

In the case of All Season's certainly challenges will be on offer to owners who might have management agreements with territorial restrictions or else perceive their properties to be better than ibis, hence the chain has it's work cut out for them.

End of the day under new ACCOR Chairman and CEO Denis Hennequin's stewardship, who is ex-McDonalds, the consolidation of brands makes sense in terms of scale of delivery and critical mass.

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