ibis launches Franchise Option in China

ibis, the international economy hotel brand of the Accor group, is to to deploy a franchise development model to support the growth of the ibis brand in China. This new franchising model together with the existing ownership and leased model will grow the ibis network into new locations throughout China.

This plan marks the start of an unprecedented expansion rate for the brand in the Chinese market. 4 initial franchise agreements have been signed, with up to 15 agreements anticipated to be closed during 2010. The first two of these franchise hotels will open in May 2010, both in city centre locations of Shanghai.

"China is one of the major growth markets internationally for the ibis brand," said Gilles Larrivé, Senior Vice President of ibis Asia. "The launch of this franchise operating model is an important step in the brands growth strategy. It will allow hotel owners seeking a quality three star international hotel brand to benefit from a strong distribution platform, in market infrastructure and a recognized loyalty program through franchising with the ibis hotel brand. With this operating model, 4 franchise ibis hotels will open by the end of this year, with further plans to accelerate the development significantly thereafter."

Within the scope of the franchise agreement, the hotel owner holds the property while ibis provides through a 10-year agreement, a broad array of hotel management skills and services. These include assistance during the conception and construction stages, sharp quality control through the ISO 9001 Certification, effective cost management, people development, and its marketing, sales and distribution expertise.

By 2015, China is expected to become the world's largest tourist destination as well as the first international outbound market globally.

Since entering China in 2004, ibis has opened 38 hotels comprising of 7,224 rooms across 27 cities. This year, will see ibis add hotels in cities such as Beijing, Shanghai, Guangzhou, Suzhou, and Qingdao. Franchised ibis hotels are consistent with ibis brand standards offering double and twin bedrooms, air-conditioning, well-controlled air quality and good sound insulation. Additionally all hotels are to be certified ISO9001, assuring high quality and efficient service standards. The “8-hour non stop” breakfast concept implemented in all ibis hotels globally is adapted to the pace of guests – available anytime from 4am to 12pm.

 “The ibis hotel brand continues to form a significant part of Accor’s’ expansion in Asia Pacific and around the world” says Michael Issenberg, Chairman and Chief Operating Office for Accor Asia Pacific. “The launch of franchise model will take the expansion of the network throughout the region to a new and accelerated pace.”

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