ACCOR says that the revitalisation programme for its economy brand family has helped it meet the growing need of Indonesian guests, drawing from results published in its Asia Economy Hotels Research 2012, which was carried out to understand the differing attitudes of business and leisure travellers in Asia towards economy hotels.
The research found Indonesian travellers had a strong preference for international economy brands over local brands. Indonesians are also more likely to consider economy hotels for leisure (41 per cent) than for business (33 per cent).
Accor regional director of sales, marketing & distribution for Malaysia, Indonesia and Singapore, Adi Satria, said: “The research has been extremely helpful for us in our efforts to adapt the Ibis brand family for the Indonesia market.”
Accor now operates 19 Ibis family hotels in nine cities, segmented into Ibis, Ibis Styles and Ibis Budget. The group will open 28 more properties within three years, comprising of eight Ibis, nine Ibis Styles and 11 Ibis Budget throughout the country. Indonesian domestic travellers make up around 95 per cent of all customers to the group’s hotels in Indonesia.
Satria said: “The revitalisation of the Ibis family is very strategic for Accor, especially in Indonesia, where economy hotels represent the fastest-growing segment in the hospitality industry. As such, the economy segment forms a core part of our development plan in the country.”
The revitalisation programme for the economy brand family is ongoing, and all 19 properties will carry their new logos by the end of the year. Full implementation is expected to materialise by the end of 2013.
