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What Brands Can Learn About YouTube From Europe’s Largest Hotel Group

Samantha Shankman

Photo Credit: Adorable bunnies snuggle on an Ibis bed in one of its early video ads.  Accor Hotels

Skift Take

Brands are now responsible for creating original content across a number of platforms. It offers an opportunity to surprise and engage customers, but too many brands let the opportunity slip by making their message too complicated, too long, and too dry. Ibis gets it right.

Europe's largest hotel operator Accor SA is in the first year of a three-year reorganization aimed at cutting costs and entering emerging markets. One of the first steps of the reorganization, an effort than began in 2011, was a rejuvenation of the ibis brand that consolidated three brands into ibis, ibis Styles, and ibis Budget. Accor's primary goal is to brand Ibis as a leader in the economy hotel sector worldwide. "Our big values are simplicity and getting straight to the point, well-being and offering guests the best sleep we can, and modernity,"

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