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Ibis Styles

Ibis Styles is a playful, design-led economy brand owned by the Group, offering affordable stays with unique, locally inspired themes that create immersive experiences for creative travelers. Each property features bold, non-standardized designs, such as vibrant cultural motifs or artistic social hubs, ensuring no two are alike while providing all-inclusive amenities like unlimited high-speed and breakfast. Launched as part of 's megabrand in 2011 through the rebranding of the earlier All Seasons chain, Ibis Styles targets cultural explorers, families, and couples seeking comfort, inspiration, and personal service in urban locations worldwide. The brand's origins trace back to Accor's expansion into the budget hotel sector, with the family established in 1974 via the opening of the first Bordeaux, followed by the development of non-standardized options like All Seasons, which was reimagined as Ibis Styles to meet growing demand for customized economy experiences. By 2014, the family, including Ibis Styles, had expanded to over 1,700 hotels globally, reflecting Accor's strategy to blend affordability with distinctive design elements. As of 2025, Ibis Styles operates 703 hotels with 76,071 rooms across various countries, from to and , emphasizing local connections through features like the Sweet Bed™ bedding system and creative food-and-beverage options. Recent expansions include openings such as in January 2025. Notable for its focus on "good vibes" and , Ibis Styles hotels incorporate modern comforts such as , inviting communal spaces, and themed guestrooms that spark creativity, as seen in properties like ibis Styles Bangkok Silom with customizable dining or ibis Styles Santa Justa in with artistic orange tree motifs. The brand debuted in the United States in 2017 with the opening of ibis Styles New York , marking its entry into the North American market. Ongoing expansions, such as the planned ibis Styles Centre in December 2025 with 86 rooms, underscore its continued growth in providing warm, theme-driven hospitality.

History

Origins as All Seasons

The All Seasons hotel brand originated in as an economy chain targeting budget travelers with affordable, no-frills accommodations in convenient locations. It initially focused on properties near highways and airports to serve business and leisure guests seeking value-driven stays. During the 1980s and , All Seasons expanded across and into , growing to around 25 properties by the late , emphasizing and for transient travelers. The chain was acquired by in 1999 for A$29 million, integrating it into 's portfolio as a core economy offering. This acquisition provided with a foothold in the region's midscale segment, preserving the brand's focus on practical, cost-effective prior to its later rebranding.

Relaunch and Rebranding

In 2007, relaunched the All Seasons brand in as a non-standardized "stylish economy" offering, introducing improved and themed designs to distinguish it from conventional budget accommodations. This repositioning emphasized creative, location-inspired aesthetics over uniform layouts, allowing each property to feature bold motifs that reflected local culture and sparked guest engagement. By 2010, the All Seasons network was aiming to reach around 100 hotels worldwide under 's management. In September 2011, Accor announced the integration of All Seasons into its family as part of an "economy megabrand" strategy, rebranding approximately 130 existing All Seasons properties to Styles alongside ibis and the newly renamed ibis Budget (formerly Etap Hôtel). This move aimed to streamline the economy portfolio while amplifying the stylish, all-inclusive appeal of the segment. The first Styles hotel, located in , , exemplified this new focus with its innovative design elements tailored to the city's vibrant heritage.

Post-Rebranding Expansion

Following the 2011 rebranding, Ibis Styles experienced rapid expansion, growing from approximately 150 hotels to 703 as of November 2025, with significant development in Europe, the Asia-Pacific region, and emerging markets such as Eastern Europe and the Middle East. This growth was driven by Accor's strategy to position the brand as an affordable, design-led option in high-demand urban and tourist areas, adding hundreds of properties through new openings and conversions. By April 2023, the portfolio had reached 642 hotels across 51 countries, reflecting steady progress amid global economic shifts. Key milestones underscored this trajectory. In 2017, Ibis Styles entered the U.S. market with the opening of its first property, ibis Styles LaGuardia Airport, marking the brand's initial foray into and adapting its model to travelers. The brand innovated further in 2018 by launching the world's first hotel entirely dedicated to comics in , , where local artists themed the 119 rooms to celebrate Swiss comic heritage. Despite the onset of the , construction advanced on the first Ibis Styles in the , with a ceremonial topping-off in in January 2020 and the hotel opening in 2024 as ibis Styles Araneta City, demonstrating resilience in emerging Asian markets even as global travel halted. The pandemic posed significant challenges, including temporary closures of thousands of Accor properties worldwide, with over 3,500 hotels suspended by mid-2020 to prioritize safety and comply with restrictions. adapted through enhanced hygiene protocols under 's ALLSAFE program and pivoted operations to support recovery, leading to a rebound as travel demand surged post-restrictions. In 2024, opened over 85 new hotels across its portfolio, including multiple Ibis Styles properties, signaling strong post-pandemic momentum. Looking toward continued expansion, 2025 featured planned openings such as Ibis Styles Bukit Bintang, a 168-room property in Malaysia's vibrant capital that debuted in January to cater to business and leisure guests in . Similarly, Ibis Styles Metz Centre in is scheduled to open in December 2025 with 86 rooms, blending historical design elements with modern greenery in the heart of the city. These developments highlight the brand's ongoing focus on strategic urban locations to sustain its growth trajectory.

Brand Identity

Core Positioning

Ibis Styles is positioned as an "unapologetically fun" economy brand within the , offering affordable accommodations infused with creative design and vibrant energy. This positioning targets Gen Z, , families, and business travelers who prioritize stylish, budget-friendly stays over traditional luxury, appealing to those seeking playful experiences without compromising on essentials. As part of Accor's economy megabrand strategy launched in 2011, Ibis Styles integrates into a that emphasizes . The brand differentiates itself from its sibling properties by focusing on design-forward elements while offering enhanced design and amenities at economy prices, positioned above but below midscale brands. Unlike the more standardized , which prioritizes efficient, no-frills service, Ibis Styles introduces boutique-like personalization through unique themes and . It also stands out with an all-inclusive pricing model that bundles unlimited and high-speed at no extra cost, enhancing perceived value for and professional stays alike. At its core, Ibis Styles embodies the philosophy that "no two hotels are the same," fostering creativity and local inspiration to draw in cultural explorers and modern adventurers. This approach promotes individuality in each property, blending global consistency with regional flair to create immersive, Instagrammable environments that resonate with younger demographics and families. By prioritizing such within the economy segment, the brand establishes itself as a gateway to affordable yet expressive .

Design and Theming

Ibis Styles hotels distinguish themselves through a philosophy that emphasizes playful creativity and individuality, ensuring no two properties share the same aesthetic. Each hotel is crafted around a unique theme drawn from local history, heritage, culture, or pop culture, which manifests in bold colors, custom artwork, and immersive elements designed to engage guests emotionally. This approach transforms standard accommodations into storytelling spaces, fostering a sense of discovery and fun that aligns with the brand's optimistic ethos. The theming process integrates local inspirations directly into the hotel's , decor, and furniture, creating Instagrammable and hubs that serve as vibrant gathering points. For instance, public areas often feature unexpected design motifs, such as dotted feature walls or original murals, to encourage interaction and photo opportunities. Guestrooms avoid uniformity with themed accents—like whimsical patterns or cultural motifs—while maintaining modern functionality. As of 2025, the brand operates over 700 hotels worldwide, each boasting a distinct design story to maintain this variety. Representative examples highlight the brand's commitment to localized creativity. The ibis Styles Genève , opened in 2018, is the world's first hotel fully dedicated to , with rooms featuring custom murals and wallpapers illustrated by comic artists, immersing guests in a of graphic and . Aviation-themed properties, such as the ibis Styles Airport in and the ibis Styles Heathrow, incorporate airplane motifs in lobbies and furnishings to evoke the excitement of , often including real elements as focal points. Partnerships with local artists are common, as seen in the project and others like the cinema-inspired ibis Styles in , where bold, pop-culture visuals create a kitschy, engaging atmosphere. Architecturally, ibis Styles properties adhere to guidelines for modern, compact structures typically housing 80 to 150 rooms, prioritizing efficient layouts that support thematic expression without excess. These buildings emphasize energy-conscious elements like natural lighting in social areas, while focusing on creating "Instagram-worthy" spaces such as colorful lobbies and bars that blend functionality with visual appeal. This scalable yet personalized model allows the brand to adapt themes to or settings, ensuring each hotel feels fresh and contextually relevant.

Operations

Hotel Features

Ibis Styles hotels feature compact standard rooms typically measuring between 16 and 24 square meters, designed for functionality and comfort in urban and suburban locations. These rooms include the proprietary Sweet Bed™ by , which consists of a supportive with a 6 cm topper, cozy duvets, and pillows covered in 150-thread-count linens for a hygienic and restful sleep experience. Essential amenities such as flat-screen smart TVs ranging from 43 to 55 inches, , minibars, safes, and desks for ergonomic workspaces are standard, ensuring suitability for both and travelers. Common facilities across Ibis Styles properties emphasize convenience and accessibility, with on-site parking available at many locations to accommodate guests arriving by car. Meeting rooms capable of hosting small events for up to 60 people are provided in numerous hotels, supporting functions with equipment. Fitness areas, including gyms and sometimes saunas, are integrated into larger properties to promote guest wellness. All Ibis Styles hotels offer a complimentary buffet as a signature inclusion, featuring a variety of hot and cold options served daily to start the day. Technological integrations enhance operational efficiency and guest convenience, with free high-speed accessible throughout the properties for seamless connectivity. Mobile check-in is facilitated via the ALL - Accor Live Limitless app, allowing guests to complete registration up to two days in advance and receive digital keys for contactless entry in select newer builds. room controls, such as smartphone-based door access, are implemented in recent developments to streamline the stay. Sustainability features have been incorporated into Ibis Styles designs since post-2015 renovations and new constructions, aligning with Accor's broader environmental goals. Energy-efficient LED lighting and water-saving fixtures, such as low-flow showerheads and faucets, are standard to reduce without compromising comfort. These initiatives contribute to lower operational impacts, with Accor's hotel network, including Ibis Styles, achieving an average occupancy rate of 68.5% in as of the first nine months of 2025, reflecting strong demand amid eco-conscious travel trends.

Amenities and Services

Ibis Styles hotels include unlimited breakfast buffets as a standard feature of every stay, featuring creative options such as healthy, vegan, and local signature dishes to cater to diverse guest preferences. Free high-speed is provided throughout the properties, ensuring seamless connectivity for work and leisure. Guests also benefit from 24-hour access to drinks and snacks at on-site bars, enhancing convenience for varying arrival times. Additional services emphasize reliability and family-friendly support, with 24/7 front desk availability for assistance, including recommendations and secure storage. facilities or services are offered at many locations, often through coin-operated machines or partnered providers for quick turnaround. In family-oriented properties, kids' activities such as play areas, arcade games, and board games promote engagement and relaxation. The brand integrates with Accor's ALL loyalty program, allowing guests to earn points on stays for rewards, including potential room upgrades based on membership status. This ties into Accor's broader , facilitating seamless bookings, mobile , and personalized experiences across platforms. Guest experiences are elevated through social hubs that double as bars and co-working spaces, fostering creativity with features like pop-up art galleries and flexible work areas in select hotels. Pet-friendly policies apply in designated locations, accommodating small pets with additional fees to support travel with companions. Partnerships enhance thematic offerings, notably the 2024-2026 collaboration with the and avec Zwift, positioning Ibis Styles as official hotels; in 2024, 58 properties across , , and the hosted events, with 12 accommodating teams and activations like exclusive member invitations.

Global Presence

Geographic Distribution

As of late 2025, Ibis Styles operates 703 hotels across more than 55 countries, with a focus on urban and suburban locations near transportation hubs such as airports, train stations, and city centers to cater to business and leisure travelers. The brand's primary concentration is in and , where it manages over 400 open properties, accounting for the majority of its global footprint and emphasizing accessibility in major metropolitan areas. leads this regional dominance, with a significant number of hotels including high density in the Paris region, where more than 30 properties serve the area and support tourism and MICE activities. Key European markets include and the , where the brand maintains strong urban presences through ongoing expansions in cities like , , , and . In the region, Ibis Styles has established approximately 150 hotels, drawing on its Australian origins while expanding in dynamic markets like , with properties near major airports and business districts in and . The represent a growing but smaller segment with 53 hotels, beginning with the brand's entry into the in 2017 via the ibis Styles New York . Emerging markets in the and feature over 20 properties each, contributing to the brand's diversification in the MEAPAC region with nearly 100 hotels overall, often positioned in and near key infrastructure.

Development Strategies

Ibis Styles employs a development model heavily reliant on and contracts, which account for approximately 80% of its , enabling rapid while leveraging Accor's global infrastructure for , , and programs. This approach facilitates quick market entry by focusing on conversions of independent hotels, where the brand's flexible, market-driven design standards allow for adaptable renovations without extensive new construction. The brand's pipeline exceeds 100 hotels under development as of , poised to add over 15,000 rooms globally, with a particular emphasis on —where more than 1,200 rooms were signed between 2023 and 2026—and , where ongoing signings support accelerated growth amid rising demand. This expansion aligns with market trends, such as the rise of hybrid work models, which have spurred suburban hotel developments featuring co-working spaces to attract business travelers seeking flexible environments. Partnerships with local developers play a key role in tailoring designs to regional contexts, fostering and programming that enhances the brand's creative appeal. initiatives are integrated into these collaborations, supporting Accor's broader goals of achieving 100% third-party eco-certification for hotels by 2026 and transitioning to greener energy sources as part of a target by 2050. Notable 2025 openings include ibis Styles , which debuted in the first quarter to tap into Malaysia's vibrant urban tourism, and ibis Styles in , scheduled for December, blending historical architecture with modern greenery-focused design. Looking ahead, the brand aims to reach 800 hotels by 2027, sustaining momentum through these conversion-led strategies and regional priorities to navigate evolving traveler preferences through 2026 and beyond.

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