IBIS FAMILY GRAND TOUR SEPTEMBER 1 ST 2017 FEBRUARY 28 TH 2018 - - PowerPoint PPT Presentation

IBIS FAMILY GRAND TOUR

SEPTEMBER 1ST 2017 – FEBRUARY 28TH 2018

Insight based strategic mission

Define a new in-hotel activity to help increase the awareness of the ibis hotel network, whilst maximizing direct bookings via AccorHotels platforms.

• ibis brand awareness is low in Italy1
• Direct online bookings towards our ibis family hotels represent a

minority of the total online booking volume2 Prerequisites for the campaign:

• Needs to be precisely aimed towards the strategic objectives

to help address the identified need gaps

• Needs to leverage the strength of the ibis brand (ie. its vast

distribution across the Italian territory) in a unique and compelling manner

10/2/2017 – Chapitre – 2

• 1. TNS AccorHotels Awareness Tracking 2016
• 2. TARS Ibis (red) Aug. 2017 YTD rooms booked

Introducing the «Grand Tour» Project

02/10/2017 – Chapitre – 3

Inspired by the historical Grand Tours of the 18th century where the cognoscenti travelers from around the world used to travel in Italy at length to admire its beauties and the multitude of artistic treasures around the country. We have played on the Grand Tour theme by connecting all the Italian cities that have a ibis family hotel, in order to enhance via education the visibility of less known destinations by linking them to major artistic cities. Therefore elevating the awareness of the overall ibis network destinations.

IBIS FAMILY GRAND TOUR

Concept: «IBIS FAMILY GRAND TOUR. DISCOVER ITALY’S BEAUTY AND WIN»

Mechanics: For every direct* booking, our guests will receive during the check-in:

• 1 x vintage styled sticker to put on the luggage
• 2 x stickers to start 2 different collection options
• 1 x booklet to collect the stickers

Collection N°1: Total of 15 stickers with the ibis family logo

• Completion can be achieved by visiting 15x our hotels (even the same hotel!)
• PRIZE: an exclusively branded ibis family travel organizer

Le Club AccorHotels Members get one sticker more in order to finish sooner the Collection N°1. Collection N°2: 12 stickers representing all the Italian cities where ibis family hotels are present

• Completion by visiting at least once every city where ibis hotels are located
• PRIZE: 1 free night stay in one of our ibis or ibis Styles hotels in Italy

* Direct booking: ibis.com or accor.com websites, AccorHotels app., call center AccorHotels, booking directly in hotel or by call&mails.

HOW IT WORKS

improve ibis family awareness make people aware of ibis family network in Italy encourage people to discover Italian cities, choosing ibis family hotels for their staying surprise our customers with an unexpected gift when they check-in promote Le Club AccorHotels program promote the AccorHotels app promote bookings through our direct channels OBJECTIVES

• To improve ibis family

brand awareness in Italy

• Enhance «repeater»

client rates in our hotels, thus incentivizing direct bookings

• Delight clients with an

unexpected gift during check-in

TARGET AUDIENCE

• Clients staying in our

hotels that have booked via direct channels

Objectives and target

Bespoke collaterals and prizes

02/10/2017 – Chapitre – 6

Competition #2: 1 free night at one of our ibis family hotels in Italy Competition #1: exclusive branded ibis family travel bag Vintage luggage collectable stickers Collection booklet to promote the ibis network

Optimal execution in hotel

• A robust briefing process, lead by

Marketing Office, involving all of the ibis family hotels (Franchise + Management) to ensure full understanding and optimal execution by hotel staff

02/10/2017 – Chapitre – 8

• Regular monitoring by Marketing to

ensure any training gaps are filled and materials are replenished when needed

360° SUPPORT PLAN

02/10/2017 – Chapitre – 9

Dedicated FB and Instagram support throughout the full campaign duration via ibis Italy Facebook Page and @ibisitalia Instagram account. Dedicated landing page to promote Grand Tour awareness online. Dedicated in-hotel materials to bring the Grand Tour alive and to engage with clients at check-in stage.

SOCIAL MEDIA IBIS.COM IN HOTEL

KPIs to measure campaign’s success

• NB. Campaign still in progress – unable to share performance metrics at this stage

02/10/2017 – Chapitre – 10

• Amount of booklets and stickers distributed;
• Amount of prizes distributed/collections completed;
• General feedback from the hotel’s staff about the guests’ enthusiasm and

proactivity;

• Amount of visits to the landing page on ibis.com;
• Reactions on dedicated Social Media posts;
• Increase of the direct bookings during the Grand Tour period.