Accor aims to increase its UK market share and take on market leaders Travelodge and Premier Inn with an overhaul of its Ibis, All Seasons and Etap Hotel brands.
They will be relaunched as three sub-brands within one portfolio: mid-range Ibis Hotels, the more upmarket Ibis Styles, and value-led Ibis Budget. The rebranded hotels will roll out across Europe by early 2013.
A supporting marketing campaign will be launched across Europe this week, with UK-specific advertising, created by BETC London, breaking next month.
Grégoire Champetier, global chief marketing officer for Accor, said the company is looking to find a ‘new identity and personality’ for its hotels.