French hotel group Accor has begun the roll-out of the new branding for its Ibis hotels in the UK with the Ibis London Wembley Hotel.
The move follows the decision taken by Accor to bring two of its economy brands into the Ibis stable. While Ibis remains as it is, All Seasons is being rebranded at Ibis Styles and Etap Hotels will become Ibis Budget.
Thomas Dubaere, managing director, Accor UK and Ireland, explained that Ibis was now the cornerstone of the company's economy brand portfolio. "It is a landmark for Accor in the UK as it signals the beginning of a very exciting roll-out of the new branded hotels across the country.
"The rebranding will enable Accor hotels to achieve critical mass in several markets and will also boost each brand's visibility and growth potential. While retaining their own distinct personalities, Ibis, Ibis Styles and Ibis Budget hotels all have shared DNA based on the three structuring concepts of simplicity, modernity and wellbeing."
Accor Hotels currently has more than 900 Ibis hotels all over the world. The rebranding is expected to be completed by September 2013 in the UK and worldwide by early 2013.
By Janet Harmer
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