Ibis.com: a completely new portal to win the booking race
With the ibis, ibis Styles and ibis budget worldwide advertising campaign in full swing, the ibis family introduces yet another innovation with a web portal common to the three brands, online since September 26.
Red, green, blue: the "tricolor" website aims to become the e-commerce benchmark for the economy hotel sector. The four-entrance portal (ibis.com, ibishotel.com, ibisstyles.com, ibisbudget.com) had to meet three challenges: accommodate the buying habits of cyber-consumers accustomed to using the ibis, etap and all seasons sites, give franchisees a special showcase site for each brand, and create a powerful online tool to retain the loyalty of existing customers while also letting them discover the other brands. And, of course, attracting and winning new customers by offering them a bird's eye view of the strength of a network with 1,600 hotels in 55 countries.
One family, three personalities, four sites in one
The portal offers web users a bird's eye view of the ibis family at a single glance, allowing them to understand the positioning of each brand by highlighting the key promise of each: the 15-minute satisfaction guarantee for ibis, an all-inclusive price (Wi-Fi, breakfast, etc.) for ibis Styles and affordable rates for rooms catering for up to three people for ibis budget. The portal has a dual purpose - it is both an e-commerce site and a showcase for the world of the mighty ibis family.
Perfectly informed about the different and complementary accommodation possibilities on offer, the customer can then make a booking - from the home page - by selecting one, two or three family brands for a given destination.
A clear, friendly tone and a very colorful design
The choice of a deliberately colorful design perfectly conveys the brands' new values - modernity, simplicity and well-being
- Simplicity in its editorial presentation, choice of words and clearly defined offers
- Modernity in its design and ergonomic features
- Well-being by highlighting customer services and offering a seamless, convivial experience
An animated central area on the home page also draws attention to recent key events in the network: new bedding, special offers - central or local, review of the latest openings worldwide. The tone creates a feeling of intimacy and closeness, with the same warmth that the customer is entitled to expect when he or she walks into a hotel.
We even devised a page dedicated to the new bedding to present in detail the three new beds now being rolled out in the network.
Winning the web battle
A real innovation: a cross-family booking engine is located in the central area, occupying the whole width of the page - a very original function designed to tempt users to book rapidly, while preserving a balance between booking visibility and brand communication.
While the three "mono-brand" websites pulled in a total of seven million overnight stays in 2011 and together attract over 50 million visits, the new common portal should generate a sharp hike in direct sales for the ibis family. The stakes are high today, given fierce competition from online travel agencies.