Ibis Hotels Digital Marketing Strategies

Ibis Hotels, part of the Accor group, is known for its budget-friendly accommodations with a focus on providing a comfortable stay. The brand employs various hospitality digital marketing and PR strategies to maintain its presence in the competitive hospitality market. Here are some real-life examples of their strategies:

Digital Marketing Strategies

1. Social Media Campaigns
   • #IbisStyle Campaign: Ibis Hotels frequently uses branded hashtags like #IbisStyle to promote their unique hotel designs and experiences. This campaign showcases the distinctive and stylish interiors of their properties, encouraging guests to share their own experiences on social media. For instance, they might highlight specific design features or local collaborations through engaging posts and stories.
2. Influencer Collaborations
   • Travel Influencers: Ibis has collaborated with travel influencers and bloggers to review their hotels and share experiences on platforms like Instagram and YouTube. For example, influencers might post photos of their stays, highlighting the affordability and comfort of Ibis hotels while tagging the hotel and using branded hashtags.
3. Content Marketing
   • Travel Guides and Tips: The Ibis website and blog feature travel guides and tips for destinations where their hotels are located. This content not only provides value to potential guests but also helps with SEO. For example, they might publish a blog post about “Top 10 Things to Do in Paris” and include information about their Ibis properties in the area.
4. Email Marketing
   • Personalized Offers: Ibis uses email marketing to send personalized offers and promotions to their subscribers. They often segment their email lists to target past guests with special deals or incentives to book again. For example, they might offer a discount on a stay for returning guests or for those who have stayed at a specific location previously.
5. Search Engine Marketing (SEM)
   • Pay-Per-Click (PPC) Ads: Ibis invests in PPC advertising to appear in search results for relevant keywords. For instance, they may run Google Ads targeting terms like “budget hotels in London” or “affordable accommodations near airports.”
6. Mobile Optimization
   • User-Friendly Booking Experience: Ibis ensures that their mobile site and app provide a seamless booking experience. They invest in mobile optimization to make it easy for users to search for rooms, book stays, and access loyalty rewards from their smartphones.
7. Customer Reviews and Ratings
   • Reputation Management: Ibis actively manages their online reputation by responding to customer reviews on platforms like TripAdvisor and Booking.com. They use feedback to improve their services and engage with guests who share their experiences.

Public Relations Strategies

1. Press Releases
   • New Openings and Renovations: Ibis frequently issues press releases to announce new hotel openings, renovations, or special events. For example, they might send out a press release about the launch of a newly renovated property with updated amenities.
2. Media Partnerships
   • Collaborations with Travel Media: Ibis partners with travel magazines and online media outlets to feature articles and reviews about their hotels. For example, they might collaborate with a travel magazine to highlight their properties in a feature about affordable travel options in Europe.
3. Local Community Engagement
   • Supporting Local Events: Ibis hotels often engage with local communities by sponsoring events or participating in local initiatives. For instance, they might sponsor a local cultural festival or support charity events, enhancing their local presence and reputation.
4. Thought Leadership
   • Industry Insights: Executives from Ibis or the Accor group may contribute to industry publications or speak at conferences to share insights on trends in budget hospitality and travel. This helps position the brand as a knowledgeable and influential player in the hospitality industry.
5. Crisis Management
   • Transparent Communication: In the event of any issues or crises, Ibis employs transparent communication strategies to manage the situation. For example, during the COVID-19 pandemic, they provided clear updates on health and safety measures implemented across their hotels.
6. Influencer and Blogger Outreach
   • Travel Blogger Trips: Ibis invites travel bloggers and influencers to experience their hotels and share their experiences. This helps generate authentic content and build brand credibility among potential guests.

By leveraging these hospitality digital marketing and PR strategies, Ibis Hotels effectively enhances its brand presence, engages with its audience, and drives bookings, while maintaining a strong reputation in the hospitality industry.