Bye, Bye A Club: Accor Renames Loyalty Program
Very big news for Accor Hotels today. The company, which holds Sofitel Hotels and other big European hotels under its umbrella, has announced a reorganization of its hotel brands, particularly in the budget spectrum, as well as a new loyalty program name. Once called the A-Club, the program is now going by the name Le Club Accorhotels. (Yes, Accorhotels is one word like that.) Hmm...we liked A-Club better but oh well.
The biggest change is actually happening with the company's ibis hotels. ibis hotels will become a "megabrand" for Accor with all seasons hotels now going by the name, "ibis styles" and with the Etap hotels going by the name, "ibis budget. Accor hopes to finish this new segmentation by early 2013 with a large-scale communication campaign happening in 2012 to let everyone know about the changes.
Even better, all the budget hotels under ibis will get makeovers on the inside too, including new bedding, reconfigurations of common areas, spiffing up food and beverage offerings and upgrading their technology.
Considering that we once named both ibis hotels and etap hotels two of the five worst budget brands in Europe two years ago, these improvements are much needed and much welcomed. After all, we always need more affordable places to stay in Europe.