Within Accor’s diverse portfolio of brands, which provides perfect balance between high-volume and high-value, Novotel, Mercure & ibis are essential to our development strategy.
Leading the Midscale and Economy segments
The Midscale segment lies at the Group’s historic heart, as the first ever Accor hotel was the Novotel Lille in 1967. Our founders wisely bet on the mainstream surge into travel.
Today, the Midscale and Economy segments offer a powerful combination of high volume, high profitability and high visibility. Economy family brand ibis (including ibis, ibis Styles and ibis budget) provides easy experiences with great value guaranteed, while Midscale brands Novotel and Mercure constantly reinvent their offers to meet consumer expectations for new and more meaningful experiences. Each of these 3 brands is a market leader in its category and benefits from strong brand awareness all around the globe.
Whether it is the ibis family of brands, Novotel or Mercure, today Accor is breaking away from the standardized approach, once the norm for these brands. By leaning into their unique brand characteristics, each core brand is pioneering new hotel concepts, ground-breaking programs and impactful partnerships. The goal is to create distinct individual identities adaptable for each hotel, and a signature hotel experience, from check-in to check-out.
From meditation to augmented reality, take time and make time with Novotel
The Group’s most trusted Midscale brand, with approximately 600 hotels and 150+ openings planned, Novotel’s appeal is defined by creative collaborations with international design studios and in-hotel experiences found nowhere else.
Making each Mercure a portal to its destination
The second largest global Midscale player worldwide*, with 890 hotels and 200+ planned openings, Mercure guarantees a hotel stay immersed among its location.
Building local-to-global communities, ibis
As the world’s leading Economy brand**, with 1,200 locations and 140 planned, ibis enjoys the highest brand awareness of the Economy category. Known for above segment standards at an economy price, the open-to-everyone atmosphere and community events make ibis hotels as popular with locals as with traveling guests.
By offering these one-of-a-kind experiences and this enormous range of stays, Accor continues to meet the demands of our owners and guests, wherever they are, however diverse their needs, and increases the power and appeal of our brands around the world.
*except for North America
**ibis is the undisputed leader in awareness in economy hotel segment WW (73% Europe, 77% Brazil…) and “Brand love” has been growing in key markets (UK, FR, BR) according to Brand Equity Awareness Monitoring (BEAM 2019)