Marketing Mix Of Ibis Hotel and 7Ps (Updated 2024)

The Marketing mix of Ibis analyses the 7Ps of Ibis, which include the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Ibis. Ibis is a subsidiary of its owner company, Accor Hotels. It is an international concern of French origins. Ibis Hotels deals in the Hospitality and Tourism industry through its several resorts and hotels. It has positioned itself as a popular hotel chain that believes in offering its customers qualitative services and standard facilities. The First Ibis hotel was opened in 1974. It faces competition from rival chains like-

• Ashoka Hotel
• Orchid Hotel
• Tunga Hotels

About Ibis Hotel

• Type: Hotel brand
• Industry: Hospitality
• Founded: 1974
• Founder: Novotel-SIEH
• Headquarters: Paris, France
• Area served: Worldwide
• Key people: Sebastien Bazin (Chairman) and (CEO)
• Number of employees: 30,000

Ibis Hotel Product Strategy

Ibis Hotel chain has a global presence with various hotels and comprises economy hotels. It offers the best possible value at the best price with affordable prices for the local market.

The new Product Mix of Ibis Hotel in 2024 is as follows (Source).

1. Standard Hotel Rooms: Offering basic room options with essential amenities for travelers.
2. Premium Rooms: Higher-priced rooms with additional amenities and often more space or better views.
3. Food and Beverage Services: This includes on-site restaurants, bars, and possibly room service catering to various culinary preferences.
4. Event and Conference Facilities: Providing spaces for meetings, conferences, and events, complete with necessary equipment and catering options.
5. Additional Services: Wi-Fi, parking, laundry services, and possibly a fitness center or swimming pool.

Ibis Hotel Pricing Strategy

Ibis Hotels, as a company and part of the global AccorHotels group company, likely employs a strategic marketing strategy and mix pricing approach tailored to its competitive advantage in the hospitality industry:

1. Dynamic Pricing: Ibis Hotels probably uses dynamic pricing models where room rates fluctuate based on demand, seasonality, local events, and booking lead times. This approach maximizes occupancy and revenue.
2. Segmented Pricing for Different Customer Groups: They might offer different pricing for business travelers, tourists, and groups, recognizing the varying willingness to pay and the needs of these segments.
3. Value-Added Packages: Ibis Hotels could provide value-added packages that bundle rooms with additional services like dining, parking, or local experiences, offering perceived value to guests and differentiating from the competition.
4. Loyalty Program Discounts: As part of AccorHotels, Ibis might offer special rates and perks to members of the loyalty program, encouraging repeat business and customer loyalty.
5. Competitive Pricing in Key Markets: In highly competitive markets, Ibis Hotels might set prices competitively to attract price-sensitive customers and maintain market share.

Ibis Hotel Place Strategy

Ibis Hotel started its operations in Bordeaux and, within a short time, expanded its largest hotel chain to several parts of France. Later, it spread its operations to regions like the Middle East, Africa, the Caribbean, Latin America, Asia-Pacific, and Europe. By the start of 2014, it had opened its one-thousandth venture at Surabaya in Indonesia. Nearly four hundred hotels will be found at prime and strategic locations in France, and the rest of the first Ibis hotel chain will be extended to almost sixty-one countries by the middle of 2015.

Ibis typically employs a strategic approach that includes the following:

1. Strategic Location Selection: Ibis Hotels are often located in convenient and accessible areas, including city centers, near airports, and in business districts to cater to both business and leisure travelers.
2. Global Presence: The brand maintains a global presence, with hotels in numerous countries across continents offering consistent quality and service standards worldwide.
3. Online Booking Platforms: Ibis Hotels utilizes online booking systems, allowing customers to reserve rooms anywhere easily.
4. Partnerships with Travel Agencies and Online Travel Portals: Collaborating with travel agencies and online travel portals to increase visibility and accessibility to potential guests.
5. Local Community Engagement: Engaging with local communities and businesses to offer guests authentic local experiences and services.

Ibis Hotel Promotion Strategy

Promotion is one of the most vital components of the marketing mix of any organization’s marketing strategy, and the Ibis group has been maintaining its marketing plan by highlighting its business strategies and achievements. Advertising includes special mention of the marketing mix of Ibis Hotel and its distinctive features and emphasizes customer satisfaction. The brand has undertaken a “15-minute satisfaction” contract to show customers its commitment to qualitative services.

In case of any problem, the Ibis management team guarantees its solution within fifteen minutes. If not possible, then the service is billed to the hotel itself. Ibis Budget was the first hotel industry and chain of budget hotels to receive in the year 2004 an ISO 14001 certificate. To create positive brand awareness, Ibis Hotel believes it offers discount cards for regular members and discounts during the off-season. Advertisements and ad campaigns are published in newspapers and travel magazines. Its official website provides detailed and relevant information about Ibis’s budget and essential hotels to interested customers.

Some Recent Video ads and Print ads for Ibis Hotel are:

Ibis Hotel People Strategy

The “People” element of the Service Marketing Mix is crucial, especially in the hospitality industry, as it directly influences customer satisfaction and loyalty. For Ibis Hotels, part of the AccorHotels group, the marketing mix strategy for focusing on “People” involves several key aspects:

1. Customer Service Excellence: Ibis staff are trained to provide exceptional customer service, ensuring guests feel welcome, valued, and cared for throughout their stay. This includes front desk interactions, housekeeping, and any other guest-facing roles.
2. Staff Training and Development: Ibis invests in comprehensive training programs for its employees to ensure they possess the necessary skills and knowledge to meet the brand’s service standards. This includes customer service training, safety protocols, and job-specific skills.
3. Diversity and Inclusion: Emphasizing a diverse and inclusive workforce, Ibis aims to reflect the diversity of its guests and communities. This approach helps in understanding and catering to the needs of guests from various backgrounds and cultures.
4. Employee Satisfaction and Engagement: Recognizing the direct link between employee satisfaction and customer service, Ibis focuses on creating a positive work environment for its staff. This includes fair compensation, benefits, opportunities for advancement, and a culture that values feedback and innovation.
5. Brand Ambassadors: All employees, regardless of position, are considered brand ambassadors. They play a crucial role in representing the Ibis brand and its values to guests, influencing the overall perception of the hotel.
6. Personalized Service: Training staff to recognize and anticipate guest needs, allowing for customized service that can significantly enhance guest satisfaction. This includes recognizing returning guests, understanding their preferences, and making tailored recommendations.
7. Quality Assurance: Regular assessments and feedback mechanisms are in place to ensure the quality of service provided by staff meets the high standards expected by guests and the Ibis brand itself.
8. Community Engagement: Employees are encouraged to engage with their local communities, reflecting Ibis Hotels’ commitment to social responsibility. This can enhance the guest experience by creating a sense of connection and belonging.
9. Health and Safety Protocols: Especially in the wake of the COVID-19 pandemic, Ibis has emphasized the importance of health and safety protocols, training staff extensively on new measures to ensure guest and employee safety.

Ibis Hotel Process Strategy

The “Process” element in the Service Marketing Mix refers to the procedures, local channels, mechanisms, and activities flow by which services are consumed. For Ibis Hotels, optimizing the “Process” is crucial for ensuring customer satisfaction and efficiency in service delivery. Here are critical points on the “Process” aspect of Ibis Hotels pricing strategy:

1. Online Booking System: Ibis offers a user-friendly online booking system, allowing guests to easily search for hotels, compare room types, and book their stay. This system includes options for adding special requests and directly contacting the hotel.
2. Check-in and Check-out Procedures: Ibis has streamlined its check-in and check-out processes to ensure they are quick and efficient, minimizing wait times for guests. This may include online check-in options and express check-out services to accommodate the needs of busy travelers.
3. Room Service and Housekeeping: The process for requesting room service and housekeeping is designed to be straightforward and efficient, with clear communication channels for guests to make requests and provide feedback.
4. Customer Service and Complaint Resolution: Ibis implements a structured process for handling customer inquiries and complaints, ensuring that guest concerns are addressed promptly and satisfactorily. This includes training staff to handle a range of issues effectively.
5. Safety and Security Measures: The processes involved in maintaining safety and security for guests are a top priority for Ibis. This includes regular safety drills, secure access to guest floors, and clear signage for emergency exits and procedures.
6. Sustainability Initiatives: Ibis incorporates sustainability into its operational processes, including waste management, energy conservation, and water use efficiency. Guests are often encouraged to participate in these initiatives through simple actions during their stay.
7. Feedback and Continuous Improvement: Ibis has a process for collecting and analyzing guest feedback through surveys, online reviews, and direct feedback at check-out. This information is used for continuous improvement of services and processes.
8. Staff Training and Development: Regular training sessions ensure that all staff are up-to-date with the latest service standards, operational procedures, and technology used in the hotel.
9. Technology Integration: Ibis integrates technology into its processes, such as digital room keys, mobile app services for controlling room features, and automated alerts for housekeeping and maintenance issues.
10. Customization and Personalization: Personalizing guest experiences is facilitated by leveraging data analytics and guest history. This allows Ibis to offer customized services, room preferences, and recommendations to enhance the guest experience.
11. Health and Safety Protocols: In response to health concerns, Ibis has implemented enhanced cleaning and sanitization processes, contactless services, and health checks to ensure the safety of guests and staff.

Ibis Hotel Physical Evidence Strategy

The “Physical Evidence” element of the Service Marketing Mix refers to the environment in which the marketing mix of Ibis Hotel and its chain of service is delivered, including the physical facilities, tools, and equipment that help to communicate the Ibis Hotel’s beliefs about service quality and brand image. For Ibis Hotels, physical evidence plays a significant role in the Ibis Hotel marketing mix strategy and in shaping guests’ perceptions and experiences. Here are vital aspects of physical evidence for Ibis Hotels:

1. Hotel Architecture and Exterior Design: The design and appearance of Ibis Hotels are modern and welcoming, with a focus on clean lines and functional beauty. The exterior design reflects the brand’s simplicity and accessibility.
2. Lobby and Reception Area: The lobby is designed to be welcoming and comfortable, offering a positive first impression. It typically includes seating areas, modern decor, and easy access to reception services, often integrating technology for self-service options.
3. Guest Rooms: Ibis rooms focus on comfort and functionality, featuring a contemporary design, comfortable bedding, and amenities such as a workspace, Wi-Fi, and flat-screen TVs. The cleanliness and maintenance of rooms are paramount, serving as direct evidence of the hotel’s quality.
4. On-site Facilities: Restaurants, bars, and fitness centers are designed to match the hotel’s overall aesthetic and provide additional value to guests. These areas are kept clean and well-maintained, contributing to the overall guest experience.
5. Signage and Wayfinding: Clear and consistent signage throughout the hotel helps guests navigate the property quickly, enhancing the guest experience and reinforcing the brand identity.
6. Cleanliness and Maintenance: The overall cleanliness and maintenance of the hotel, including public areas, restrooms, and outdoor spaces, are crucial physical evidence of the hotel’s commitment to quality and guest satisfaction.
7. Branding Elements: Consistent use of the Ibis brand logo, colors, and visuals throughout the hotel reinforces brand identity and contributes to a cohesive guest experience.
8. Staff Uniforms: Uniforms worn by staff make them easily identifiable and contribute to the hotel’s professional image.
9. Marketing Materials: Brochures, menus, and promotional displays within the hotel are designed to be visually appealing and informative, providing guests with information about the hotel’s services and facilities.
10. Safety and Security Measures: Visible security measures, such as surveillance cameras and personnel, provide guests with safety and security during their stay.
11. Environmental and Sustainable Practices: Physical evidence of sustainability efforts, such as recycling bins, information about energy-saving measures, and the use of eco-friendly products, reflects the brand’s commitment to environmental responsibility.
12. Ambiance Elements: The use of lighting, music, and scent within the hotel creates a pleasant and inviting atmosphere, enhancing the guest experience.

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