ibis, the world’s best known economy hotel brand, has launched its new global brand campaign, Go get it, placing people, guests and brands at the heart of the brand’s story.
ibis, which celebrates its 50th anniversary this month, created the category of democratised travel when it launched in 1974. By making quality and affordable travel experiences accessible worldwide, ibis redefined what economy hospitality could be. With the launch of the new campaign, Go get it, the brand once again demonstrates the importance of travel for all, celebrating the diverse reasons that inspire people to travel.
“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,” explains Jean-Yves Minet, ibis Global Brand President. “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.”
Planting the flag in 79 countries, ibis has transformed communities and the lives of its team members, known as Heartists. Founded on the principles of affordability, innovation and reliability, ibis was the first hotel brand in Europe to make a high-quality, comfortable night’s stay accessible to all.
“ibis is one of the best-known hotel brands in the world, growing at pace to serve the world’s travellers, last year hosting almost 72 million stays,” adds Karelle Lamouche, Chief Commercial Officer, Premium, Midscale & Economy brands at Accor. “Travel has become the most essential ‘non-essential’ experience today, and our latest global ibis travel intent research shows that one in three respondents plan to travel more in 2025 than they have this year. Across the globe, particularly in fast-growing regions like Asia, we’re seeing a surge in the travelling population. At ibis, we are perfectly positioned to cater to the evolving needs of this new generation of travellers.”
Today, the ibis brand family leads the global economy hotel sector, with more than 2,600 hotels and nearly 300,000 bedrooms, across three distinct brands – ibis, ibis Styles, and ibis budget. Each brand experience offers a different design, personality and promise, yet they are unified by the ibis spirit of openness and guest favourites such as friendly staff, value for money, 24/7 F&B and a great sleep, thanks to the award-winning Sweet Bed™ by ibis.
ibis collaborated with Saatchi & Saatchi London to design and create the global Go get it campaign. The campaign was shot at ibis London Sutton Point. The films feature cameos by ibis Heartists® Michael Brandy from ibis London Sutton Point and Zoltan Fuzesy from ibis Styles Edinburgh St Andrew Square. The campaign has been launched on global social media channels and on television networks, with a series of seven heartwarming travel stories which represent true-to-life stories that take place at ibis hotels around the world, every day.
The series of videos were directed by AB/CD/CD, the award-winning French directing duo of Clement Dozier and Camille Dauteuille. Together, Clement and Camille work across diverse commercial genres, showcasing their talents through a broad spectrum of projects, with an expertise in narrating compelling human stories, executed with impeccable art direction and cinematography.
Exclusive ibis data reveals Global Travel Intents
ibis data from 9,000 consumers across 8 key markets globally – UK, USA, Brazil, France, Germany, India, Australia and China – reveals the travel intents driving travel.
Top 5 sources of inspiration for choosing a destination:
- 45% – Family & Friends
- 31% – Personal interests & hobbies
- 25% – travel websites/blogs
- 20% – YouTube
- 20% – food & cuisine
Travel & Social Media
- 25% of travelers agree that they would ‘only book a vacation that I have seen on social media’ – this stat increases to 39% for Gen Y/Z
- Of those who have travelled to a destination based on seeing it via an influencer or social media, 28% found the experience better than expected – this increased to 44% for GenY/Z
Top three aspects that influence travellers’ choice of destinations:
- Cost – 44%
- The surroundings (e.g. beach, desert, mountains etc.) – 42%
- Weather – 33%
- 42% of Brits prioritise weather
Travel Intent Behaviour:
- 72% of travellers say they’d rather stay in a more affordable hotel and pack their days and nights with fun activities
- 58% of respondents said they think “experiences are better than stuff”
- 57% Agree, ‘It is important for me to experience new things when travelling’
- 34% of travellers in 2025 intend to travel for specific events or experiences. For example, music gigs, art, design, culture fair, music festivals, cultural events, sporting events.
