\r\n\r\n\tP<\/span>ionniers de l\u2019h\u00f4tellerie \u00e9conomique, les h\u00f4tels Ibis<\/a> s\u2019adaptent \u00e0 une \u00e9poque o\u00f9 l\u2019offre d\u2019h\u00e9bergement \u00e9volue rapidement et profond\u00e9ment. Le r\u00e9seau du groupe Accor va peu \u00e0 peu laisser de c\u00f4t\u00e9 la standardisation qui a fait son succ\u00e8s, pour adopter une strat\u00e9gie o\u00f9 la personnalisation des espaces devient la r\u00e8gle.\r\n\r\n\tMartine Gorce-Momboisse, vice-pr\u00e9sidente Global Brand Management chez Accor<\/span>, nous explique ce virage.<\/h2>\n <\/p>\n
<\/p>\n
<\/h3>\n<\/h3>\nEn d\u00e9but d\u2019ann\u00e9e, AccorHotels<\/a> a pr\u00e9sent\u00e9 une nouvelle feuille de route pour ses h\u00f4tels Ibis<\/a>. D\u00e9sormais, la personnalisation des espaces devient la r\u00e8gle, en lieu et place de la standardisation qui a fait le succ\u00e8s de la marque… Pourquoi ce changement\u00a0?<\/strong><\/h3>\nNous vivons aujourd\u2019hui dans une soci\u00e9t\u00e9 d\u2019hyper-choix, o\u00f9 l\u2019offre d\u2019h\u00e9bergement \u00e9volue rapidement et profond\u00e9ment. Cela nous pousse \u00e0 adapter consid\u00e9rablement notre strat\u00e9gie. Proposer, partout dans le monde, le m\u00eame h\u00f4tel confortable au design agr\u00e9able ne suffit plus. Nous souhaitons apporter davantage de flexibilit\u00e9 \u00e0 nos h\u00f4tels. L\u2019id\u00e9e n\u2019est pas de cr\u00e9er des concepts diff\u00e9rents pour chacune de nos implantations, mais plut\u00f4t d\u2019inventer un nouveau mode d\u2019hospitalit\u00e9, plus souple et plus ouvert.<\/p>\n
<\/p>\n
![\"\"](\"https:\/\/lemag-ic.fr\/wp-content\/uploads\/2019\/07\/Ibis-1-\u00a9-Abaca-Corporate-Daniel-Pinheiro-copie.jpg\")
<\/strong><\/h3>\n\u00a9Abaca Corporate-Daniel Pinheiro<\/p>\n
Concr\u00e8tement, comment cela va-t-il se traduire\u00a0?<\/strong><\/h3>\nEn 2017, nous avons lanc\u00e9 un concours international qui mettait en concurrence de grandes agences d\u2019architecture et de design afin d\u2019imaginer le futur de nos h\u00f4tels. Trois concepts ont \u00e9t\u00e9 retenus. Ils forment aujourd\u2019hui une premi\u00e8re bo\u00eete \u00e0 outils, dans laquelle nos propri\u00e9taires vont choisir ce qui leur convient le mieux, en fonction de leurs envies et de leur localisation. Nous avons d\u00e9fini un concept europ\u00e9en, un autre davantage adapt\u00e9 \u00e0 l\u2019Asie et un troisi\u00e8me pour l\u2019Am\u00e9rique latine. Mais chaque h\u00f4tel reste libre de choisir le mod\u00e8le qu\u2019il souhaite.<\/p>\n
<\/p>\n
\u00ab\u00a0Trois concepts architecturaux ont \u00e9t\u00e9 retenus. Ils forment une bo\u00eete \u00e0 outils, dans laquelle les propri\u00e9taires d\u2019\u00e9tablissements vont choisir ce qui leur convient le mieux, en fonction de leurs envies et de leur localisation\u00a0<\/em>\u00bb, Martine Gorce-Momboisse<\/h4>\n <\/p>\n
Quels sont les grands changements apport\u00e9s\u00a0?<\/strong><\/h3>\nIbis \u00e9tait une marque tr\u00e8s norm\u00e9e. Sa principale transformation consiste \u00e0 faire de ses h\u00f4tels des espaces de vie avec, pour les clients, de nouvelles fa\u00e7ons de s\u2019approprier les lieux. Le lobby devient la plaque tournante de l\u2019h\u00f4tel. Un lobby o\u00f9 le personnel viendra \u00e0 votre rencontre, smartphone \u00e0 la main, pour un check-in 2.0. Un lobby o\u00f9 les habitants du quartier pourront venir prendre un verre ou assister \u00e0 un concert. Des partenariats avec Sony et Spotify ont \u00e9t\u00e9 sign\u00e9s en ce sens. L\u2019autre grand changement concerne les chambres, qui deviennent modulables, avec notamment une smart room<\/em> capable d\u2019accueillir de une \u00e0 six personnes, ce qui est nouveau pour une marque \u00e9conomique comme Ibis, o\u00f9 le standard restait la chambre pour deux.<\/p>\n <\/p>\n
![\"\"](\"https:\/\/lemag-ic.fr\/wp-content\/uploads\/2019\/07\/Ibis-3-\u00a9-Abaca-Corporate-Daniel-Pinheiro-copie-1024x684.jpg\")
\u00a9Abaca Corporate-Daniel Pinheiro<\/p><\/div>\n
<\/p>\n
Choisir un h\u00f4tel Ibis, c\u2019\u00e9tait le gage de \u00ab\u00a0retrouver ses petits\u00a0\u00bb o\u00f9 que l\u2019on soit dans le monde… Cette recette est devenue obsol\u00e8te selon vous\u00a0?<\/strong><\/h3>\nNous ne faisons pas ces changements pour r\u00e9pondre \u00e0 une baisse de fr\u00e9quentation dans nos h\u00f4tels. Le secteur se porte tr\u00e8s bien, avec une croissance de 3 \u00e0 4 % par an. Et Ibis n\u2019\u00e9chappe pas \u00e0 cette tendance. N\u00e9anmoins, comme tout produit, un h\u00f4tel a besoin de renouvellement. Avec 1174 \u00e9tablissements r\u00e9partis dans 63 pays, Ibis est une r\u00e9f\u00e9rence mondiale qui doit \u00e9voluer avec son temps. Nous avons \u00e9t\u00e9 pionniers sur le secteur de l\u2019h\u00f4tellerie \u00e9conomique et nous tenons \u00e0 conserver cette longueur d\u2019avance. Ibis s\u2019adresse aux personnes entre 7 et 77 ans, mais avec une cible plus commerciale, autour de 35-45 ans, et une cible plus aspirationnelle que sont les jeunes g\u00e9n\u00e9rations. Des tranches d\u2019\u00e2ge qui souhaitent de nouveaux modes d\u2019hospitalit\u00e9, diff\u00e9rents de l\u2019h\u00f4tellerie classique. Quant \u00e0 \u00ab\u00a0retrouver ses petits\u00a0\u00bb, nos clients les retrouveront, car nous ne transigeons pas sur notre niveau de services, nous les adaptons simplement aux nouveaux usages.<\/p>\n
\u00a0<\/strong><\/p>\nComment cette nouvelle strat\u00e9gie a-t-elle \u00e9t\u00e9 accueillie par votre r\u00e9seau de partenaires\u00a0? Quel est le rythme de d\u00e9ploiement pr\u00e9vu\u00a0?<\/strong><\/h3>\nCette solution de design \u00e0 la carte repr\u00e9sente pour nos partenaires un bon compromis entre les attentes du march\u00e9 et leurs exigences de rentabilit\u00e9. Quant au rythme de d\u00e9ploiement, il va suivre les plans de r\u00e9novation des h\u00f4tels. Des prototypes des diff\u00e9rents concepts ont d\u2019ores et d\u00e9j\u00e0 \u00e9t\u00e9 mis en place dans diff\u00e9rentes villes, notamment \u00e0 Barcelone, S\u00e3o Paulo, Zurich et bient\u00f4t \u00e0 Paris.[\/vc_column_text]\t\t<\/div>\r\n\t<\/div>\r\n<\/div><\/div>[\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"
[vc_row][vc_column][\/vc_column][\/vc_row]<\/p>\n","protected":false},"author":6,"featured_media":12161,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[142],"tags":[439,161,440],"acf":[],"yoast_head":"\n
Martine Gorce-Momboisse (VP Global Brand Management - Accor) - IC Le Mag<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lemag-ic.fr\/grands-temoins\/martine-gorce-momboisse-vp-global-brand-management-accor\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Martine Gorce-Momboisse (VP Global Brand Management - Accor) - IC Le Mag\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][\/vc_column][\/vc_row]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/lemag-ic.fr\/grands-temoins\/martine-gorce-momboisse-vp-global-brand-management-accor\/\" \/>\n<meta property=\"og:site_name\" content=\"IC Le Mag\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/industriescreatives.industriescreatives\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-07-26T12:27:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-08-27T08:40:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/lemag-ic.fr\/wp-content\/uploads\/2019\/07\/gorceic2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2000\" \/>\n\t<meta property=\"og:image:height\" content=\"1000\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"C\u00e9cile JARRY\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Ind_Creatives\" \/>\n<meta name=\"twitter:site\" content=\"@Ind_Creatives\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"C\u00e9cile JARRY\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/lemag-ic.fr\/#organization\",\"name\":\"656 \u00c9ditions\",\"url\":\"https:\/\/lemag-ic.fr\/\",\"sameAs\":[\"https:\/\/www.instagram.com\/industries_creatives\/\",\"https:\/\/www.linkedin.com\/showcase\/industries-cr\u00e9atives\",\"https:\/\/www.pinterest.fr\/editions656\/\",\"https:\/\/www.facebook.com\/industriescreatives.industriescreatives\/\",\"https:\/\/twitter.com\/Ind_Creatives\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/lemag-ic.fr\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/lemag-ic.fr\/wp-content\/uploads\/2018\/01\/656-editions.png\",\"contentUrl\":\"https:\/\/lemag-ic.fr\/wp-content\/uploads\/2018\/01\/656-editions.png\",\"width\":250,\"height\":250,\"caption\":\"656 \u00c9ditions\"},\"image\":{\"@id\":\"https:\/\/lemag-ic.fr\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/lemag-ic.fr\/#website\",\"url\":\"https:\/\/lemag-ic.fr\/\",\"name\":\"IC Le Mag\",\"description\":\"Industries Cr\u00e9atives\",\"publisher\":{\"@id\":\"https:\/\/lemag-ic.fr\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/lemag-ic.fr\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/lemag-ic.fr\/grands-temoins\/martine-gorce-momboisse-vp-global-brand-management-accor\/\",\"url\":\"https:\/\/lemag-ic.fr\/grands-temoins\/martine-gorce-momboisse-vp-global-brand-management-accor\/\",\"name\":\"Martine Gorce-Momboisse (VP Global Brand Management - 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<\/h3>\nEn d\u00e9but d\u2019ann\u00e9e, AccorHotels<\/a> a pr\u00e9sent\u00e9 une nouvelle feuille de route pour ses h\u00f4tels Ibis<\/a>. D\u00e9sormais, la personnalisation des espaces devient la r\u00e8gle, en lieu et place de la standardisation qui a fait le succ\u00e8s de la marque… Pourquoi ce changement\u00a0?<\/strong><\/h3>\nNous vivons aujourd\u2019hui dans une soci\u00e9t\u00e9 d\u2019hyper-choix, o\u00f9 l\u2019offre d\u2019h\u00e9bergement \u00e9volue rapidement et profond\u00e9ment. Cela nous pousse \u00e0 adapter consid\u00e9rablement notre strat\u00e9gie. Proposer, partout dans le monde, le m\u00eame h\u00f4tel confortable au design agr\u00e9able ne suffit plus. Nous souhaitons apporter davantage de flexibilit\u00e9 \u00e0 nos h\u00f4tels. L\u2019id\u00e9e n\u2019est pas de cr\u00e9er des concepts diff\u00e9rents pour chacune de nos implantations, mais plut\u00f4t d\u2019inventer un nouveau mode d\u2019hospitalit\u00e9, plus souple et plus ouvert.<\/p>\n
<\/p>\n
<\/strong><\/h3>\n\u00a9Abaca Corporate-Daniel Pinheiro<\/p>\n
Concr\u00e8tement, comment cela va-t-il se traduire\u00a0?<\/strong><\/h3>\nEn 2017, nous avons lanc\u00e9 un concours international qui mettait en concurrence de grandes agences d\u2019architecture et de design afin d\u2019imaginer le futur de nos h\u00f4tels. Trois concepts ont \u00e9t\u00e9 retenus. Ils forment aujourd\u2019hui une premi\u00e8re bo\u00eete \u00e0 outils, dans laquelle nos propri\u00e9taires vont choisir ce qui leur convient le mieux, en fonction de leurs envies et de leur localisation. Nous avons d\u00e9fini un concept europ\u00e9en, un autre davantage adapt\u00e9 \u00e0 l\u2019Asie et un troisi\u00e8me pour l\u2019Am\u00e9rique latine. Mais chaque h\u00f4tel reste libre de choisir le mod\u00e8le qu\u2019il souhaite.<\/p>\n
<\/p>\n
\u00ab\u00a0Trois concepts architecturaux ont \u00e9t\u00e9 retenus. Ils forment une bo\u00eete \u00e0 outils, dans laquelle les propri\u00e9taires d\u2019\u00e9tablissements vont choisir ce qui leur convient le mieux, en fonction de leurs envies et de leur localisation\u00a0<\/em>\u00bb, Martine Gorce-Momboisse<\/h4>\n <\/p>\n
Quels sont les grands changements apport\u00e9s\u00a0?<\/strong><\/h3>\nIbis \u00e9tait une marque tr\u00e8s norm\u00e9e. Sa principale transformation consiste \u00e0 faire de ses h\u00f4tels des espaces de vie avec, pour les clients, de nouvelles fa\u00e7ons de s\u2019approprier les lieux. Le lobby devient la plaque tournante de l\u2019h\u00f4tel. Un lobby o\u00f9 le personnel viendra \u00e0 votre rencontre, smartphone \u00e0 la main, pour un check-in 2.0. Un lobby o\u00f9 les habitants du quartier pourront venir prendre un verre ou assister \u00e0 un concert. Des partenariats avec Sony et Spotify ont \u00e9t\u00e9 sign\u00e9s en ce sens. L\u2019autre grand changement concerne les chambres, qui deviennent modulables, avec notamment une smart room<\/em> capable d\u2019accueillir de une \u00e0 six personnes, ce qui est nouveau pour une marque \u00e9conomique comme Ibis, o\u00f9 le standard restait la chambre pour deux.<\/p>\n <\/p>\n
\u00a9Abaca Corporate-Daniel Pinheiro<\/p><\/div>\n
<\/p>\n
Choisir un h\u00f4tel Ibis, c\u2019\u00e9tait le gage de \u00ab\u00a0retrouver ses petits\u00a0\u00bb o\u00f9 que l\u2019on soit dans le monde… Cette recette est devenue obsol\u00e8te selon vous\u00a0?<\/strong><\/h3>\nNous ne faisons pas ces changements pour r\u00e9pondre \u00e0 une baisse de fr\u00e9quentation dans nos h\u00f4tels. Le secteur se porte tr\u00e8s bien, avec une croissance de 3 \u00e0 4 % par an. Et Ibis n\u2019\u00e9chappe pas \u00e0 cette tendance. N\u00e9anmoins, comme tout produit, un h\u00f4tel a besoin de renouvellement. Avec 1174 \u00e9tablissements r\u00e9partis dans 63 pays, Ibis est une r\u00e9f\u00e9rence mondiale qui doit \u00e9voluer avec son temps. Nous avons \u00e9t\u00e9 pionniers sur le secteur de l\u2019h\u00f4tellerie \u00e9conomique et nous tenons \u00e0 conserver cette longueur d\u2019avance. Ibis s\u2019adresse aux personnes entre 7 et 77 ans, mais avec une cible plus commerciale, autour de 35-45 ans, et une cible plus aspirationnelle que sont les jeunes g\u00e9n\u00e9rations. Des tranches d\u2019\u00e2ge qui souhaitent de nouveaux modes d\u2019hospitalit\u00e9, diff\u00e9rents de l\u2019h\u00f4tellerie classique. Quant \u00e0 \u00ab\u00a0retrouver ses petits\u00a0\u00bb, nos clients les retrouveront, car nous ne transigeons pas sur notre niveau de services, nous les adaptons simplement aux nouveaux usages.<\/p>\n
\u00a0<\/strong><\/p>\nComment cette nouvelle strat\u00e9gie a-t-elle \u00e9t\u00e9 accueillie par votre r\u00e9seau de partenaires\u00a0? Quel est le rythme de d\u00e9ploiement pr\u00e9vu\u00a0?<\/strong><\/h3>\nCette solution de design \u00e0 la carte repr\u00e9sente pour nos partenaires un bon compromis entre les attentes du march\u00e9 et leurs exigences de rentabilit\u00e9. Quant au rythme de d\u00e9ploiement, il va suivre les plans de r\u00e9novation des h\u00f4tels. Des prototypes des diff\u00e9rents concepts ont d\u2019ores et d\u00e9j\u00e0 \u00e9t\u00e9 mis en place dans diff\u00e9rentes villes, notamment \u00e0 Barcelone, S\u00e3o Paulo, Zurich et bient\u00f4t \u00e0 Paris.[\/vc_column_text]\t\t<\/div>\r\n\t<\/div>\r\n<\/div><\/div>[\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"
[vc_row][vc_column][\/vc_column][\/vc_row]<\/p>\n","protected":false},"author":6,"featured_media":12161,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[142],"tags":[439,161,440],"acf":[],"yoast_head":"\n
Martine Gorce-Momboisse (VP Global Brand Management - Accor) - IC Le Mag<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lemag-ic.fr\/grands-temoins\/martine-gorce-momboisse-vp-global-brand-management-accor\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Martine Gorce-Momboisse (VP Global Brand Management - Accor) - IC Le Mag\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][\/vc_column][\/vc_row]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/lemag-ic.fr\/grands-temoins\/martine-gorce-momboisse-vp-global-brand-management-accor\/\" \/>\n<meta property=\"og:site_name\" content=\"IC Le Mag\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/industriescreatives.industriescreatives\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-07-26T12:27:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-08-27T08:40:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/lemag-ic.fr\/wp-content\/uploads\/2019\/07\/gorceic2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2000\" \/>\n\t<meta property=\"og:image:height\" content=\"1000\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"C\u00e9cile JARRY\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Ind_Creatives\" \/>\n<meta name=\"twitter:site\" content=\"@Ind_Creatives\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"C\u00e9cile JARRY\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/lemag-ic.fr\/#organization\",\"name\":\"656 \u00c9ditions\",\"url\":\"https:\/\/lemag-ic.fr\/\",\"sameAs\":[\"https:\/\/www.instagram.com\/industries_creatives\/\",\"https:\/\/www.linkedin.com\/showcase\/industries-cr\u00e9atives\",\"https:\/\/www.pinterest.fr\/editions656\/\",\"https:\/\/www.facebook.com\/industriescreatives.industriescreatives\/\",\"https:\/\/twitter.com\/Ind_Creatives\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/lemag-ic.fr\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/lemag-ic.fr\/wp-content\/uploads\/2018\/01\/656-editions.png\",\"contentUrl\":\"https:\/\/lemag-ic.fr\/wp-content\/uploads\/2018\/01\/656-editions.png\",\"width\":250,\"height\":250,\"caption\":\"656 \u00c9ditions\"},\"image\":{\"@id\":\"https:\/\/lemag-ic.fr\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/lemag-ic.fr\/#website\",\"url\":\"https:\/\/lemag-ic.fr\/\",\"name\":\"IC Le Mag\",\"description\":\"Industries Cr\u00e9atives\",\"publisher\":{\"@id\":\"https:\/\/lemag-ic.fr\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/lemag-ic.fr\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/lemag-ic.fr\/grands-temoins\/martine-gorce-momboisse-vp-global-brand-management-accor\/\",\"url\":\"https:\/\/lemag-ic.fr\/grands-temoins\/martine-gorce-momboisse-vp-global-brand-management-accor\/\",\"name\":\"Martine Gorce-Momboisse (VP Global Brand Management - 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Nous vivons aujourd\u2019hui dans une soci\u00e9t\u00e9 d\u2019hyper-choix, o\u00f9 l\u2019offre d\u2019h\u00e9bergement \u00e9volue rapidement et profond\u00e9ment. Cela nous pousse \u00e0 adapter consid\u00e9rablement notre strat\u00e9gie. Proposer, partout dans le monde, le m\u00eame h\u00f4tel confortable au design agr\u00e9able ne suffit plus. Nous souhaitons apporter davantage de flexibilit\u00e9 \u00e0 nos h\u00f4tels. L\u2019id\u00e9e n\u2019est pas de cr\u00e9er des concepts diff\u00e9rents pour chacune de nos implantations, mais plut\u00f4t d\u2019inventer un nouveau mode d\u2019hospitalit\u00e9, plus souple et plus ouvert.<\/p>\n
<\/p>\n
<\/strong><\/h3>\n\u00a9Abaca Corporate-Daniel Pinheiro<\/p>\n
Concr\u00e8tement, comment cela va-t-il se traduire\u00a0?<\/strong><\/h3>\nEn 2017, nous avons lanc\u00e9 un concours international qui mettait en concurrence de grandes agences d\u2019architecture et de design afin d\u2019imaginer le futur de nos h\u00f4tels. Trois concepts ont \u00e9t\u00e9 retenus. Ils forment aujourd\u2019hui une premi\u00e8re bo\u00eete \u00e0 outils, dans laquelle nos propri\u00e9taires vont choisir ce qui leur convient le mieux, en fonction de leurs envies et de leur localisation. Nous avons d\u00e9fini un concept europ\u00e9en, un autre davantage adapt\u00e9 \u00e0 l\u2019Asie et un troisi\u00e8me pour l\u2019Am\u00e9rique latine. Mais chaque h\u00f4tel reste libre de choisir le mod\u00e8le qu\u2019il souhaite.<\/p>\n
<\/p>\n
\u00ab\u00a0Trois concepts architecturaux ont \u00e9t\u00e9 retenus. Ils forment une bo\u00eete \u00e0 outils, dans laquelle les propri\u00e9taires d\u2019\u00e9tablissements vont choisir ce qui leur convient le mieux, en fonction de leurs envies et de leur localisation\u00a0<\/em>\u00bb, Martine Gorce-Momboisse<\/h4>\n <\/p>\n
Quels sont les grands changements apport\u00e9s\u00a0?<\/strong><\/h3>\nIbis \u00e9tait une marque tr\u00e8s norm\u00e9e. Sa principale transformation consiste \u00e0 faire de ses h\u00f4tels des espaces de vie avec, pour les clients, de nouvelles fa\u00e7ons de s\u2019approprier les lieux. Le lobby devient la plaque tournante de l\u2019h\u00f4tel. Un lobby o\u00f9 le personnel viendra \u00e0 votre rencontre, smartphone \u00e0 la main, pour un check-in 2.0. Un lobby o\u00f9 les habitants du quartier pourront venir prendre un verre ou assister \u00e0 un concert. Des partenariats avec Sony et Spotify ont \u00e9t\u00e9 sign\u00e9s en ce sens. L\u2019autre grand changement concerne les chambres, qui deviennent modulables, avec notamment une smart room<\/em> capable d\u2019accueillir de une \u00e0 six personnes, ce qui est nouveau pour une marque \u00e9conomique comme Ibis, o\u00f9 le standard restait la chambre pour deux.<\/p>\n <\/p>\n
\u00a9Abaca Corporate-Daniel Pinheiro<\/p><\/div>\n
<\/p>\n
Choisir un h\u00f4tel Ibis, c\u2019\u00e9tait le gage de \u00ab\u00a0retrouver ses petits\u00a0\u00bb o\u00f9 que l\u2019on soit dans le monde… Cette recette est devenue obsol\u00e8te selon vous\u00a0?<\/strong><\/h3>\nNous ne faisons pas ces changements pour r\u00e9pondre \u00e0 une baisse de fr\u00e9quentation dans nos h\u00f4tels. Le secteur se porte tr\u00e8s bien, avec une croissance de 3 \u00e0 4 % par an. Et Ibis n\u2019\u00e9chappe pas \u00e0 cette tendance. N\u00e9anmoins, comme tout produit, un h\u00f4tel a besoin de renouvellement. Avec 1174 \u00e9tablissements r\u00e9partis dans 63 pays, Ibis est une r\u00e9f\u00e9rence mondiale qui doit \u00e9voluer avec son temps. Nous avons \u00e9t\u00e9 pionniers sur le secteur de l\u2019h\u00f4tellerie \u00e9conomique et nous tenons \u00e0 conserver cette longueur d\u2019avance. Ibis s\u2019adresse aux personnes entre 7 et 77 ans, mais avec une cible plus commerciale, autour de 35-45 ans, et une cible plus aspirationnelle que sont les jeunes g\u00e9n\u00e9rations. Des tranches d\u2019\u00e2ge qui souhaitent de nouveaux modes d\u2019hospitalit\u00e9, diff\u00e9rents de l\u2019h\u00f4tellerie classique. Quant \u00e0 \u00ab\u00a0retrouver ses petits\u00a0\u00bb, nos clients les retrouveront, car nous ne transigeons pas sur notre niveau de services, nous les adaptons simplement aux nouveaux usages.<\/p>\n
\u00a0<\/strong><\/p>\nComment cette nouvelle strat\u00e9gie a-t-elle \u00e9t\u00e9 accueillie par votre r\u00e9seau de partenaires\u00a0? Quel est le rythme de d\u00e9ploiement pr\u00e9vu\u00a0?<\/strong><\/h3>\nCette solution de design \u00e0 la carte repr\u00e9sente pour nos partenaires un bon compromis entre les attentes du march\u00e9 et leurs exigences de rentabilit\u00e9. Quant au rythme de d\u00e9ploiement, il va suivre les plans de r\u00e9novation des h\u00f4tels. Des prototypes des diff\u00e9rents concepts ont d\u2019ores et d\u00e9j\u00e0 \u00e9t\u00e9 mis en place dans diff\u00e9rentes villes, notamment \u00e0 Barcelone, S\u00e3o Paulo, Zurich et bient\u00f4t \u00e0 Paris.[\/vc_column_text]\t\t<\/div>\r\n\t<\/div>\r\n<\/div><\/div>[\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"
[vc_row][vc_column][\/vc_column][\/vc_row]<\/p>\n","protected":false},"author":6,"featured_media":12161,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[142],"tags":[439,161,440],"acf":[],"yoast_head":"\n
Martine Gorce-Momboisse (VP Global Brand Management - Accor) - IC Le Mag<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lemag-ic.fr\/grands-temoins\/martine-gorce-momboisse-vp-global-brand-management-accor\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Martine Gorce-Momboisse (VP Global Brand Management - Accor) - IC Le Mag\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][\/vc_column][\/vc_row]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/lemag-ic.fr\/grands-temoins\/martine-gorce-momboisse-vp-global-brand-management-accor\/\" \/>\n<meta property=\"og:site_name\" content=\"IC Le Mag\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/industriescreatives.industriescreatives\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-07-26T12:27:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-08-27T08:40:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/lemag-ic.fr\/wp-content\/uploads\/2019\/07\/gorceic2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2000\" \/>\n\t<meta property=\"og:image:height\" content=\"1000\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"C\u00e9cile JARRY\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Ind_Creatives\" \/>\n<meta name=\"twitter:site\" content=\"@Ind_Creatives\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"C\u00e9cile JARRY\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/lemag-ic.fr\/#organization\",\"name\":\"656 \u00c9ditions\",\"url\":\"https:\/\/lemag-ic.fr\/\",\"sameAs\":[\"https:\/\/www.instagram.com\/industries_creatives\/\",\"https:\/\/www.linkedin.com\/showcase\/industries-cr\u00e9atives\",\"https:\/\/www.pinterest.fr\/editions656\/\",\"https:\/\/www.facebook.com\/industriescreatives.industriescreatives\/\",\"https:\/\/twitter.com\/Ind_Creatives\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/lemag-ic.fr\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/lemag-ic.fr\/wp-content\/uploads\/2018\/01\/656-editions.png\",\"contentUrl\":\"https:\/\/lemag-ic.fr\/wp-content\/uploads\/2018\/01\/656-editions.png\",\"width\":250,\"height\":250,\"caption\":\"656 \u00c9ditions\"},\"image\":{\"@id\":\"https:\/\/lemag-ic.fr\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/lemag-ic.fr\/#website\",\"url\":\"https:\/\/lemag-ic.fr\/\",\"name\":\"IC Le Mag\",\"description\":\"Industries Cr\u00e9atives\",\"publisher\":{\"@id\":\"https:\/\/lemag-ic.fr\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/lemag-ic.fr\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/lemag-ic.fr\/grands-temoins\/martine-gorce-momboisse-vp-global-brand-management-accor\/\",\"url\":\"https:\/\/lemag-ic.fr\/grands-temoins\/martine-gorce-momboisse-vp-global-brand-management-accor\/\",\"name\":\"Martine Gorce-Momboisse (VP Global Brand Management - 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En 2017, nous avons lanc\u00e9 un concours international qui mettait en concurrence de grandes agences d\u2019architecture et de design afin d\u2019imaginer le futur de nos h\u00f4tels. Trois concepts ont \u00e9t\u00e9 retenus. Ils forment aujourd\u2019hui une premi\u00e8re bo\u00eete \u00e0 outils, dans laquelle nos propri\u00e9taires vont choisir ce qui leur convient le mieux, en fonction de leurs envies et de leur localisation. Nous avons d\u00e9fini un concept europ\u00e9en, un autre davantage adapt\u00e9 \u00e0 l\u2019Asie et un troisi\u00e8me pour l\u2019Am\u00e9rique latine. Mais chaque h\u00f4tel reste libre de choisir le mod\u00e8le qu\u2019il souhaite.<\/p>\n
<\/p>\n
\u00ab\u00a0Trois concepts architecturaux ont \u00e9t\u00e9 retenus. Ils forment une bo\u00eete \u00e0 outils, dans laquelle les propri\u00e9taires d\u2019\u00e9tablissements vont choisir ce qui leur convient le mieux, en fonction de leurs envies et de leur localisation\u00a0<\/em>\u00bb, Martine Gorce-Momboisse<\/h4>\n <\/p>\n
Quels sont les grands changements apport\u00e9s\u00a0?<\/strong><\/h3>\nIbis \u00e9tait une marque tr\u00e8s norm\u00e9e. Sa principale transformation consiste \u00e0 faire de ses h\u00f4tels des espaces de vie avec, pour les clients, de nouvelles fa\u00e7ons de s\u2019approprier les lieux. Le lobby devient la plaque tournante de l\u2019h\u00f4tel. Un lobby o\u00f9 le personnel viendra \u00e0 votre rencontre, smartphone \u00e0 la main, pour un check-in 2.0. Un lobby o\u00f9 les habitants du quartier pourront venir prendre un verre ou assister \u00e0 un concert. Des partenariats avec Sony et Spotify ont \u00e9t\u00e9 sign\u00e9s en ce sens. L\u2019autre grand changement concerne les chambres, qui deviennent modulables, avec notamment une smart room<\/em> capable d\u2019accueillir de une \u00e0 six personnes, ce qui est nouveau pour une marque \u00e9conomique comme Ibis, o\u00f9 le standard restait la chambre pour deux.<\/p>\n <\/p>\n
\u00a9Abaca Corporate-Daniel Pinheiro<\/p><\/div>\n
<\/p>\n
Choisir un h\u00f4tel Ibis, c\u2019\u00e9tait le gage de \u00ab\u00a0retrouver ses petits\u00a0\u00bb o\u00f9 que l\u2019on soit dans le monde… Cette recette est devenue obsol\u00e8te selon vous\u00a0?<\/strong><\/h3>\nNous ne faisons pas ces changements pour r\u00e9pondre \u00e0 une baisse de fr\u00e9quentation dans nos h\u00f4tels. Le secteur se porte tr\u00e8s bien, avec une croissance de 3 \u00e0 4 % par an. Et Ibis n\u2019\u00e9chappe pas \u00e0 cette tendance. N\u00e9anmoins, comme tout produit, un h\u00f4tel a besoin de renouvellement. Avec 1174 \u00e9tablissements r\u00e9partis dans 63 pays, Ibis est une r\u00e9f\u00e9rence mondiale qui doit \u00e9voluer avec son temps. Nous avons \u00e9t\u00e9 pionniers sur le secteur de l\u2019h\u00f4tellerie \u00e9conomique et nous tenons \u00e0 conserver cette longueur d\u2019avance. Ibis s\u2019adresse aux personnes entre 7 et 77 ans, mais avec une cible plus commerciale, autour de 35-45 ans, et une cible plus aspirationnelle que sont les jeunes g\u00e9n\u00e9rations. Des tranches d\u2019\u00e2ge qui souhaitent de nouveaux modes d\u2019hospitalit\u00e9, diff\u00e9rents de l\u2019h\u00f4tellerie classique. Quant \u00e0 \u00ab\u00a0retrouver ses petits\u00a0\u00bb, nos clients les retrouveront, car nous ne transigeons pas sur notre niveau de services, nous les adaptons simplement aux nouveaux usages.<\/p>\n
\u00a0<\/strong><\/p>\nComment cette nouvelle strat\u00e9gie a-t-elle \u00e9t\u00e9 accueillie par votre r\u00e9seau de partenaires\u00a0? Quel est le rythme de d\u00e9ploiement pr\u00e9vu\u00a0?<\/strong><\/h3>\nCette solution de design \u00e0 la carte repr\u00e9sente pour nos partenaires un bon compromis entre les attentes du march\u00e9 et leurs exigences de rentabilit\u00e9. Quant au rythme de d\u00e9ploiement, il va suivre les plans de r\u00e9novation des h\u00f4tels. Des prototypes des diff\u00e9rents concepts ont d\u2019ores et d\u00e9j\u00e0 \u00e9t\u00e9 mis en place dans diff\u00e9rentes villes, notamment \u00e0 Barcelone, S\u00e3o Paulo, Zurich et bient\u00f4t \u00e0 Paris.[\/vc_column_text]\t\t<\/div>\r\n\t<\/div>\r\n<\/div><\/div>[\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"
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Martine Gorce-Momboisse (VP Global Brand Management - Accor) - IC Le Mag<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lemag-ic.fr\/grands-temoins\/martine-gorce-momboisse-vp-global-brand-management-accor\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Martine Gorce-Momboisse (VP Global Brand Management - Accor) - IC Le Mag\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][\/vc_column][\/vc_row]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/lemag-ic.fr\/grands-temoins\/martine-gorce-momboisse-vp-global-brand-management-accor\/\" \/>\n<meta property=\"og:site_name\" content=\"IC Le Mag\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/industriescreatives.industriescreatives\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-07-26T12:27:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-08-27T08:40:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/lemag-ic.fr\/wp-content\/uploads\/2019\/07\/gorceic2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2000\" \/>\n\t<meta property=\"og:image:height\" content=\"1000\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"C\u00e9cile JARRY\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Ind_Creatives\" \/>\n<meta name=\"twitter:site\" content=\"@Ind_Creatives\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"C\u00e9cile JARRY\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/lemag-ic.fr\/#organization\",\"name\":\"656 \u00c9ditions\",\"url\":\"https:\/\/lemag-ic.fr\/\",\"sameAs\":[\"https:\/\/www.instagram.com\/industries_creatives\/\",\"https:\/\/www.linkedin.com\/showcase\/industries-cr\u00e9atives\",\"https:\/\/www.pinterest.fr\/editions656\/\",\"https:\/\/www.facebook.com\/industriescreatives.industriescreatives\/\",\"https:\/\/twitter.com\/Ind_Creatives\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/lemag-ic.fr\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/lemag-ic.fr\/wp-content\/uploads\/2018\/01\/656-editions.png\",\"contentUrl\":\"https:\/\/lemag-ic.fr\/wp-content\/uploads\/2018\/01\/656-editions.png\",\"width\":250,\"height\":250,\"caption\":\"656 \u00c9ditions\"},\"image\":{\"@id\":\"https:\/\/lemag-ic.fr\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/lemag-ic.fr\/#website\",\"url\":\"https:\/\/lemag-ic.fr\/\",\"name\":\"IC Le Mag\",\"description\":\"Industries Cr\u00e9atives\",\"publisher\":{\"@id\":\"https:\/\/lemag-ic.fr\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/lemag-ic.fr\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/lemag-ic.fr\/grands-temoins\/martine-gorce-momboisse-vp-global-brand-management-accor\/\",\"url\":\"https:\/\/lemag-ic.fr\/grands-temoins\/martine-gorce-momboisse-vp-global-brand-management-accor\/\",\"name\":\"Martine Gorce-Momboisse (VP Global Brand Management - 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Ibis \u00e9tait une marque tr\u00e8s norm\u00e9e. Sa principale transformation consiste \u00e0 faire de ses h\u00f4tels des espaces de vie avec, pour les clients, de nouvelles fa\u00e7ons de s\u2019approprier les lieux. Le lobby devient la plaque tournante de l\u2019h\u00f4tel. Un lobby o\u00f9 le personnel viendra \u00e0 votre rencontre, smartphone \u00e0 la main, pour un check-in 2.0. Un lobby o\u00f9 les habitants du quartier pourront venir prendre un verre ou assister \u00e0 un concert. Des partenariats avec Sony et Spotify ont \u00e9t\u00e9 sign\u00e9s en ce sens. L\u2019autre grand changement concerne les chambres, qui deviennent modulables, avec notamment une smart room<\/em> capable d\u2019accueillir de une \u00e0 six personnes, ce qui est nouveau pour une marque \u00e9conomique comme Ibis, o\u00f9 le standard restait la chambre pour deux.<\/p>\n <\/p>\n \u00a9Abaca Corporate-Daniel Pinheiro<\/p><\/div>\n <\/p>\n Nous ne faisons pas ces changements pour r\u00e9pondre \u00e0 une baisse de fr\u00e9quentation dans nos h\u00f4tels. Le secteur se porte tr\u00e8s bien, avec une croissance de 3 \u00e0 4 % par an. Et Ibis n\u2019\u00e9chappe pas \u00e0 cette tendance. N\u00e9anmoins, comme tout produit, un h\u00f4tel a besoin de renouvellement. Avec 1174 \u00e9tablissements r\u00e9partis dans 63 pays, Ibis est une r\u00e9f\u00e9rence mondiale qui doit \u00e9voluer avec son temps. Nous avons \u00e9t\u00e9 pionniers sur le secteur de l\u2019h\u00f4tellerie \u00e9conomique et nous tenons \u00e0 conserver cette longueur d\u2019avance. Ibis s\u2019adresse aux personnes entre 7 et 77 ans, mais avec une cible plus commerciale, autour de 35-45 ans, et une cible plus aspirationnelle que sont les jeunes g\u00e9n\u00e9rations. Des tranches d\u2019\u00e2ge qui souhaitent de nouveaux modes d\u2019hospitalit\u00e9, diff\u00e9rents de l\u2019h\u00f4tellerie classique. Quant \u00e0 \u00ab\u00a0retrouver ses petits\u00a0\u00bb, nos clients les retrouveront, car nous ne transigeons pas sur notre niveau de services, nous les adaptons simplement aux nouveaux usages.<\/p>\n \u00a0<\/strong><\/p>\n Cette solution de design \u00e0 la carte repr\u00e9sente pour nos partenaires un bon compromis entre les attentes du march\u00e9 et leurs exigences de rentabilit\u00e9. Quant au rythme de d\u00e9ploiement, il va suivre les plans de r\u00e9novation des h\u00f4tels. Des prototypes des diff\u00e9rents concepts ont d\u2019ores et d\u00e9j\u00e0 \u00e9t\u00e9 mis en place dans diff\u00e9rentes villes, notamment \u00e0 Barcelone, S\u00e3o Paulo, Zurich et bient\u00f4t \u00e0 Paris.[\/vc_column_text]\t\t<\/div>\r\n\t<\/div>\r\n<\/div><\/div>[\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":" [vc_row][vc_column][\/vc_column][\/vc_row]<\/p>\n","protected":false},"author":6,"featured_media":12161,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[142],"tags":[439,161,440],"acf":[],"yoast_head":"\nChoisir un h\u00f4tel Ibis, c\u2019\u00e9tait le gage de \u00ab\u00a0retrouver ses petits\u00a0\u00bb o\u00f9 que l\u2019on soit dans le monde… Cette recette est devenue obsol\u00e8te selon vous\u00a0?<\/strong><\/h3>\n
Comment cette nouvelle strat\u00e9gie a-t-elle \u00e9t\u00e9 accueillie par votre r\u00e9seau de partenaires\u00a0? Quel est le rythme de d\u00e9ploiement pr\u00e9vu\u00a0?<\/strong><\/h3>\n