‘We have a lot to learn from the alternative stay segment’
The amenities that we provide do not give the impression that ibis is an economy brand; it is only the price point that matches the segment, JEAN-MICHEL-CASSÉtells Sangeeta Tanwar
What are the opportunities and challenges for an economy hotel player like ibis with growing competition from alternative stay options and the branded budget hotels?
Ibis hotels in India offer great location and cutting-edge services. Be it the dining experience, our employees or the amenities provided, none of these will give an impression of an economy hotel — it’s mere the price point which matches the segment. We don’t consider the alternative stay options like branded budget hotels as competition. Instead this segment has opened the gates for the hotel industry. With these entrants, the industry has been introduced to new set of travellers who seek unique experiences. Millennial travellers give us opportunities to adapt, grow and improve. We have a lot of respect for the alternative stay segment as it is a good model. But we are not competing as the guest they cater to has on an average four nights stays and gets groups of three-four people. At Accor Hotels, 80 per cent of the business is less than three nights and less than two people.
The important factor is to understand their business models and get familiar with their approach, but some of these providers will be unable to match and enable guest services. The alternative stay options lack human touch as there is no customer interface. With more than 200,000 employees globally, we ensure that we create touch points at every level of the customer experience. The major difference between alternative accommodations and other hospitality players is the usage of digital and technological solutions. To minimise the gap, we have invested 225 million into a five-year digital transformation plan.
AccorHotels’ smart economy brand ibis has adopted a new approach to hospitality — what you call ibism. How is ibism going to help you redefine consumer experience?
Travellers today are looking for varied experiences, they want a localised, customised and personalised stay. We understand the needs of our guests thus we have undertaken multiple initiatives to ensure we truly listen to them. To celebrate the decade-long milestone of the ibis brand in India, we have introduced ibism — a non-judgemental and exclusive campaign for the guests and employees alike. ibism signifies a cultural movement which is designed for everyone, including families, friends, colleagues, small businesses, couples travelling for leisure or partners at work. The brand places people at the heart of everything and thus this campaign is all about ‘you’ — to make people feel welcomed. From marketing collaterals to significant changes in the hotels themselves, ibism is present at every step of the way, including quirky and personalised communication across various touch points at the hotel, from signage at the front desk, security check-in, elevators, restaurants, bars and stationery in the rooms; a change in uniform for employees with printed doodles that reflect Accor Hotels’ ‘Born in France, Made in India’ philosophy. The uniforms are also city-specific — for example an employee in ibis Delhi Aerocity has quirks of Delhi printed on it. The multi-cuisine restaurant at all ibis hotels across the country, Spice It, now serve new and unique palate experiences. It offers food tailor-made for India; it serves the longest running breakfast starting from 4 am till noon.
How are you leveraging technology to drive ibism and deliver a customised consumer experience to travellers?
Guests are demanding personalisation and to fulfill them brands are using innovative technological solutions. Hoteliers are using artificial intelligence, Internet of Things and augmented reality to provide smart and real-time solutions. With Accor Hotels Digital Card (ACDC), we collect data via customer relationship management and curate experiences based on the information provided by the guest.