ibis launches new global brand campaign on 50th anniversary

Leading economy hotel brand ibis has unveiled its new global campaign, Go get it, celebrating its 50th anniversary. The campaign reflects ibis' ongoing commitment to making travel accessible and empowering people to pursue their travel goals. The launch was announced during a virtual conference which was hosted by Karelle Lamouche, Chief Commercial Officer, Premium, Midscale & Economy brands at Accor, Jean-Yves Minet, Global Brand President, Midscale & Economy at Accor and Jenny Southern, Founder and CEO of Global Trends Broadcasting Agency, Globetrendr.

Since its founding in 1974, ibis has redefined economy hospitality by offering high-quality, affordable stays. Minet emphasised, “Fifty years ago, ibis democratised travel by introducing the concept of economy hospitality, providing guests with friendly service, great design, consistent quality – all at an affordable price. 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 put the most into their stays. Whatever the reason for their travel, wherever they are in the world, there’s an ibis to help guests Go get it.”

In 2012, ibis expanded its brand by establishing the ibis family, which included three distinct brands: ibis, ibis Styles (formerly All Seasons), and ibis Budget (formerly Etap Hotel). Minet explained that this move created a "mega brand," starting with 1,600 hotels worldwide. Since then, an additional 1,000 hotels have been added globally across the three brands.

Minet emphasised the unique approach of ibis Styles, noting it was "the first global brand to bring creativity to the economy segment," offering "uniquely themed hotels, combining affordability with creativity." He added, "It’s not because you're in the economy that it can't be fun, that it can't be creative."

This diversification allowed Accor to dominate the economy sector, meeting evolving consumer demands. Minet also highlighted ibis' "multi-award-winning Sweet Bed by ibis," which strengthened the brand’s founding principles.

With over 2,600 hotels in 79 countries, ibis continues to serve diverse travellers. Lamouche noted, “Our latest global ibis travel intent research shows that one in three respondents plan to travel more in 2025… we’re seeing a surge in the travelling population, especially in fast-growing regions like Asia.”

The campaign, created by Saatchi & Saatchi London, features seven short films showcasing real-life stories from ibis hotels globally. Directed by award-winning duo AB/CD/CD, the films highlight the brand’s Heartists® (staff members) and the everyday experiences of travellers.

ibis data reveals global travel intents

Southern shared insights from their latest report in collaboration with IBIS, based on a global survey of 9,000 respondents. The report identifies 10 key travel trends for 2025.

TikTok Trailblazing has emerged as a major trend, with "17 per cent of Gen Z and Y travellers now cite TikTok as their main source of travel inspiration." Stadium Safaris are increasingly popular, with "13 per cent of Gen Z and Y travellers prioritising attendance at sporting events and visiting iconic stadiums" like the Women’s Rugby World Cup and the World Athletic Championships.

She further talked about Nocturnal Activities as an evolving trend with nightlife being a top travel draw for "eight per cent of Gen Z and Y travellers." Scene Seeking reveals that "33 per cent of Gen Z and Y travellers say it’s important to feel they belong in the destination that they choose," leading to a demand for deeper engagement with local LGBTQ+ communities, whereas Weekend Extenders show the influence of remote work, with "58 per cent of Gen Z and Y respondents" favouring extended micro vacations.

As ibis continues to evolve, its ‘Go get it’ campaign reflects its enduring mission to make travel accessible for all.