Ibis Debuts 'Go get it' Campaign"

Ibis has unveiled "Go Get It", a new worldwide campaign. The ad centres the brand's narrative around people, visitors, and companies.

This month marks Ibis's 50th anniversary. The company was founded in 1974 and is credited with popularizing tourism. Ibis reinvented what economy hospitality could be by providing accessible, high-quality travel experiences at reasonable prices worldwide. With the debut of the brand's newest campaign, Go Get It, the company highlights the various motivations for travel and emphasizes the value of travel for anyone.

“Fifty years ago, ibis democratized 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, Global Brand President, Midscale & Economy, Accor. “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.”

Ibis has changed communities and the lives of its team members, known as Heartists, by planting the flag in 79 nations. Established in Europe as the first hotel brand, ibis stands for affordability, innovation, and dependability. Its mission is to provide everyone with a comfortable, high-quality night's stay.

“ibis is one of the best-known hotel brands in the world, growing at a 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 travel population surge. At ibis, we are perfectly positioned to cater to the evolving needs of this new generation of travellers."

With more than 2,600 hotels and around 300,000 guestrooms, the Ibis brand family—which comprises three distinct brands: Ibis, Ibis Styles, and Ibis Budget—now commands the largest market share in the global economy hotel sector. Each brand experience has its distinct promise, style, and personality. But what unites them is the Ibis spirit of transparency and customer favourites, such as friendly staff, good value, round-the-clock food and beverage, and superb sleep, all made possible by the renowned Sweet Bed by Ibis.

Ibis and Saatchi & Saatchi London worked together to plan and execute the global Go Get It campaign, which was held at Ibis London Sutton Point. Ibis Heartists Michael Brandy from Ibis London Sutton Point and Zoltan Fuzesy from Ibis Styles Edinburgh St Andrew Square make cameo appearances in the flicks. The ad features seven endearing travel narratives based on real-life events that happen at Ibis hotels all over the world daily. It has been launched on international social media platforms and television networks.

The video series was directed by the French directing team of Clement Dozier and Camille Dauteuille, known for their award-winning work. Together, Clement and Camille work in various commercial genres, displaying their abilities through various projects. They have a knack for telling fascinating, expertly directed and shot human stories.

Exclusive ibis data reveals Global Travel Intents:

Travel intents driving travel are revealed by biz data collected from 9,000 customers in 8 major worldwide markets: the UK, USA, Brazil, France, Germany, India, Australia, and China.

Top 5 sources of inspiration for choosing a destination:

1.  45% - Family & Friends

2.  31% - Personal interests & hobbies

3.  25% - travel websites/blogs

4.  20% - YouTube

5.  20% - Food & Cuisine

 

Travel & Social Media:

• 25% of travellers 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:

1. Cost – 44%

2. The surroundings (e.g. beach, desert, mountains etc.) - 42%

3. Weather – 33%. 42% of Brits prioritize weather

 

Travel Intent Behavior:

• 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, ‘I need 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 fairs, music festivals, cultural events, sporting event