Ibis Launches ‘Go Get It’: A Bold New Global Campaign

Paris, September 19, 2024 – ibis, the world’s best-known economy hotel brand, has launched its new global campaign, entitled Go get it , which places people – namely ibis guests and employees – at the heart of the brand’s story.

ibis, which celebrates its 50th anniversary this month, democratized travel when it launched in 1974. By delivering quality travel experiences at affordable prices around the world, ibis has redefined the standard of economy hospitality. With the launch of its new Go get it campaign , the brand is highlighting the many reasons why people travel and emphasizing the importance of making travel accessible to all.

“Fifty years ago, the ibis brand democratized travel by introducing the world to economy hotels, offering guests friendly service, thoughtful design, consistent quality – all at an affordable price,” said Jean-Yves Minet, General Manager Midscale and Economy Brands, Accor . “  ibis has remained a leader in the economy segment for 50 years because we know that guests get the most out of their travels when we do everything we can to provide them with an excellent stay. Whatever the reason for their trip, ibis is present around the world to invite its guests to embrace the “Go get it” spirit!”

Operating in 79 countries, the brand has transformed local communities and the lives of its teams, the “Heartists”. Founded on three core promises: affordable rates, innovation and reliability, ibis was the first hotel chain in Europe to offer everyone the opportunity to stay in comfortable, quality rooms.

“  Ibis is one of the world’s most recognized hotel brands, and it continues to grow rapidly to meet the needs of travelers around the world, having hosted nearly 72 million stays last year ,” added Karelle Lamouche, Chief Commercial Officer, Premium, Midscale and Economy, Accor . “ Travel has become the most essential ‘non-essential’ experience today, and our latest Global Travel Intentions Study with ibis shows that one in three respondents plan to travel more in 2025 than they did this year. Across the world, especially in high-growth regions like Asia, we are seeing an increase in the traveler population. At ibis, we are perfectly positioned to meet the evolving needs of this new generation of travelers .”

ibis is today the world’s leading economy brand with more than 2,600 hotels and nearly 300,000 rooms, in three versions: ibis, ibis Styles and ibis budget . Each of these ranges has its own design, personality and specific commitments. However, they all share the open spirit of ibis and its many assets, appreciated by customers: a friendly staff, excellent value for money, a catering offer available 24/7, and quality sleep thanks to the Sweet Bed™ by ibis, an award-winning bedding.

The brand collaborated with Saatchi & Saatchi London to design and create the global Go get it campaign . The videos featured ibis Heartists® Michael Brandy from ibis London Sutton Point and Zoltan Fuzesy from ibis Styles Edinburgh St Andrew Square . The campaign ran on social media and television around the world, featuring seven travel stories that bring a smile to your face and showcase the spirit that lives and breathes into ibis every day.

The film series was directed by AB/CD/CD, the award-winning French director duo, Clément and Camille, who work in a wide variety of genres and yet manage to combine their narrative and human know-how in the service of various projects carried out under impeccable artistic and cinematographic direction.

Exclusive ibis data sheds light on global travel intentions.

This data was collected from a sample of 9,000 consumers in 8 key markets around the world: UK, US, Brazil, France, Germany, India, Australia and China. It reveals the travel intentions that drive travel.

Top 5 sources of inspiration for choosing a destination:

1. 45% – Family and friends

2. 31% – Personal interests and hobbies

3. 25% – Travel websites/blogs

4. 20% – YouTube

5. 20% – Food and cooking

Travel and social networks:

• 25% of travelers say they would “only book a vacation discovered on social media” – this figure rises to 39% for Millennials/Gen Z
• Of those who traveled to a destination after seeing it through an influencer or social media, 28% found the experience better than expected – this figure rises to 44% for Millennials/Gen Z

The three main aspects that influence travelers’ choice of destinations:

1. Cost – 44%

2. The surrounding landscapes (eg: beach, desert, mountains, etc.) – 42%

3. Weather – 33%. For the British it’s 42%

Behavior related to travel intentions:

• 72% of travelers say they prefer to stay in an affordable hotel so they can afford leisure activities
• 58% of respondents say experiences outweigh material goods
• 57% agree that it is essential for them to have new experiences when they travel
• 34% of travelers in 2025 intend to travel for specific events or experiences, such as concerts, art, design, cultural fairs, music festivals, cultural events, sporting events