Sweet victory for Ibis in readers’ choice awards

Australian travellers have crowned Ibis the Best Affordable Hotel Brand, announced at the 2012 Australian Traveller Magazine Readers’ Choice Awards last night [4 December].

In the only consumer nominated awards for tourism in Australia, Australian Traveller readers voted for their all time favourite travel destinations, experiences and accommodation. Ibis was the clear winner ahead of runners up including Best Western, Mantra and Travelodge. The overall consensus from Australian Traveller readers is that Ibis offers great value accommodation, combining cleanliness, comfort, contemporary decor and friendly service.

The win for Ibis, Accor’s pioneering economy hotel brand, has come during the same year of exciting evolution for the brand. Ibis has now become a triple-tier brand with the addition of Ibis Styles (formerly All Seasons) and Ibis Budget (formerly Formule 1).

The new era for Ibis also comes on the 20th anniversary in Australia with Ibis Melbourne and all existing and new hotels will introduce Sweet Bed by Ibis, designer uniforms, new signage and interior designs. Sweet Bed by Ibis features a plush 7cm topper – which in the past would normally be associated with a luxury hotel brand – to provide budget-conscious travellers with a 5-star sleep experience at a 3-star price tag. Ibis Brisbane and Ibis Sydney Darling Harbour are already trialing the tailor-made Sweet Bed with outstanding guest reaction.

Adding to makeover of the Ibis brand in Australia, a new range of designer uniforms will be unveiled in the hotels early next year. In an industry first, Ibis worked with renowned fashion designer Charlie Brown and students from the Whitehouse Institute of Design to create new staff uniforms for each of the Ibis brands.

In early 2014, South Australia will welcome Australia’s largest new-build Ibis hotel with the opening of Ibis Adelaide on Grenfell Street. The hotel will be the first Ibis in Australia to showcase the new global interior design which has been set out for all new Ibis hotels.

Image: Accor general manager communications, Peter Hook accepts the award for Best Affordable Hotel Group in Australia for Ibis from Australian Traveller Magazine editor, Georgia Rickard.

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