Ibis is a subsidiary of its owner company Accor Hotels. It is an international concern of French origins. Ibis Hotels deals in Hospitality and Tourism industry through its several resorts and hotels. It has positioned itself as a popular hotel chain that believes in offering qualitative services to its customers. First Ibis hotel was opened in the year 1974. It faces competition from rival chains like-
- Ashoka Hotel
- Orchid Hotel
- Tunga Hotels
Product in the Marketing Mix Of Ibis Hotel :
Ibis Hotel chain has a global presence and comprises of economy hotels. It offers best possible value in the local market.
At its onset, it was projected as a very hygienic hotel because it offered separate washrooms to its customers. These are budget hotels and are generally located close to places like railway stations, airports and city centres. Hotels are equipped to meet customer requirements through its various products and efficient services. It’s standard facilities include 24*7 reception services and restaurant with options like 24*7 services or timely services.
Besides dining in the restaurant, it also offers meal delivering service in the rooms. Some hotels also have a bar along with the restaurant. Several Ibis hotels provide relaxation facilities like a spa. Rooms are spacious with amenities like attached shower room and bathroom, either twin single beds or one double bed, a desk, adequate wardrobe space and television with local and international channels.
Place in the Marketing Mix Of Ibis Hotel :
Ibis Hotel started its operations from Bordeaux and within a short time expanded its chain to several parts of France. Later it spread its operations to regions like Middle-East, Africa, Caribbean, Latin America, Asia-Pacific and Europe. By the starting of the year 2014 it had opened its one-thousandth venture at Surabaya in Indonesia. Nearly four hundred hotels are to be found at prime and strategic locations in France and the rest of them are extended to nearly sixty-one countries till the middle of the year 2015.
Some important hotels belonging to Ibis group are found in United States, Mexico, Morocco, India, Japan, Nigeria, Russia, Italy, Australia, Thailand, China, South Korea, Singapore, Indonesia, Hong Kong and Malaysia. In year 2012, biggest hotel belonging to Ibis chain was built at Bandung in Asia-Pacific region. Company has a strong distribution network that includes several mediate merchants. First is direct sale via phone and internet, second is by travel agencies and third is through intermediate agencies.
Price in the Marketing Mix Of Ibis Hotel :
Ibis hotels are economy hotels and hence offer low rates to its clients compared to similar star hotels. It gives an option of international treatment at economical prices. Thus clients get excellent services as Ibis Hotel believes in offering best value for money to its esteemed customers. Ibis brand has adopted a reasonable pricing policy that helps it to keep its product prices economical and pocket friendly. Hotel business is very seasonal and Ibis has adopted a flexible pricing plan because it has to be changed according to seasons and local requirements. It maintains a bit higher pricing range in busy seasons and lower pricing deals in dull seasons. Brand offers various discounts to its customers to retain their loyalty.
Promotion in the Marketing Mix Of Ibis Hotel :
Promotion is one of the most vital components of any organization and Ibis has been maintaining its marketing plan by highlighting on its achievements. Advertising includes special mentioning of its distinctive features and emphasising on customer satisfaction. To show its commitment towards qualitative services, brand has undertaken a contract titled “15-minute satisfaction”.
In case of any problem Ibis management team guarantees its solution within a time span of fifteen minutes and if not possible then the service is billed on the hotel itself. Ibis was the first chain of hotel to receive in year 2004 an ISO 14001 certificate. To create positive brand awareness it offers discount cards for regular members and discounts during off-season. Advertisements and ad-campaigns are published in newspapers, and travel magazines. Its official website provides detailed and relevant information to interested customers.
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