Accor Live Limitless

Paris. Owners and operators of classic ibis Hotels stand before exciting times. AccorHotels will in future concede its up-to-now strongly standardised brand more space and freedom to innovate than ever before, so bringing it suspiciously close to ibis Styles, which allows investors and franchise partners much more scope for their own preferences. The "old” brand ibis is to become hip, not only with its new design and F&B, but also through its marketing strategy, which is focused on music, a new check-in experience and by integration into the neighbourhood. This is the equivalent of a complete turnaround for the brand. Just eight years ago, ibis subjected itself to a complete rebranding. So why is this happening again? Is it no longer the cash cow of AccorHotels?