//Ibis reveals new look and Spotify deal

Ibis reveals new look and Spotify deal

Hotel brand is to get new design and announces partnership with Sony and Spotify at Paris event

Ibis, AccorHotel’s economy hotel brand, is to receive a full makeover and will host music concerts in partnership with Sony and Spotify, it has been revealed.

The rebrand, which was announced at an event in Paris, will also see Ibis get rid of of its check-in desks within the next three years. Staff will instead check guests in using tablets and smartphones, a move that the company says will increase human interaction through technology.

The move to get rid of reception desks was led by research commissioned on behalf of Ibis by Ipsos, which spoke to 6,000 people across France, the UK, Brazil, Singapore, Germany and Australia. It also revealed that 80 per cent of people would like hotels to also be a social venue.

As part of the Ibis redesign, the owner of each hotel will be able to choose from three new designs for their hotel – Agora, Plaza and Square – which all be customisable. There will also be new food and beverage choices available.

One of the hotel’s boldest moves was to announce a partnership with music brands Spotify and Sony, which will help Ibis put on gigs across its portfolio. The gigs will be open to both those staying in the hotel and locals, part of a wider push by the company to help properties become a key part of local neighbourhoods. Up and coming artists will be provided by Spotify, based on the data of what is being listened to in that region, while Sony will provide more established artists. In 2019 more than 100 concerts will take place in Ibis hotels.

The most popular acts will play at Sziget Festival in Croatia, where a special stage will be dedicated to them.

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Sam Ballard is a director and co-founder of Waterfront Publishing, creator of ABTA Magazine, Cruise Adviser, Solus and more.