Raini Hamdi, Singapore (2009-02-26)

THE ink is barely dry on the flag of its first Ibis in Singapore, officially opened this morning, when Accor Asia-Pacific announces a second Ibis in Singapore, owned by Cockpit International.

This by no means will be the last. Accor Asia-Pa..." />
 
Thursday . June 20 . 2019
         
 
Share |
Second Ibis in Singapore, Accor eyes six
 
Raini Hamdi, Singapore (2009-02-26)

THE ink is barely dry on the flag of its first Ibis in Singapore, officially opened this morning, when Accor Asia-Pacific announces a second Ibis in Singapore, owned by Cockpit International.

This by no means will be the last. Accor Asia-Pacific chairman and COO, Mr Michael Issenberg, told TTG Daily News he hoped to have “half a dozen Ibis hotels spread around the city” and that he expected “similar, very good returns” for owners on the first two.

The first Ibis Singapore Bencoolen, with 538 rooms, is expected to bring “positive returns” as early as this year thanks to the global financial crisis, and its resulting curtailment on travel expenditure, which is helping to seal Ibis's supremacy as the right-here, right-now brand.

The second Ibis Singapore Novena, with 241 rooms, will open in 2011.

As to how the network was going to channel sales to six or seven Ibis's in a small city in the future - not to mention the other Accor-branded hotels already present in Singapore Mr Issenberg pointed to Sydney or Paris as examples of non-cannibalisation, the latter having “30 to 40 Ibis hotels”.

Location and brand clarity are the key to avoiding a situation where Accor hotels compete with one another, according to Accor Asia-Pacific's vice-president sales and marketing, Mr Ray Stone.

Bencoolen and Novena are two different catchment areas. A quick check with GMs of Accor hotels in Singapore also show price points are apart enough currently: S$200 (US$131) to S$220 for Novotel Clarke Quay, S$200 for Mercure Roxy and S$138 for the new Ibis.

See 'Times turn the tide for Ibis' in TTG Asia, March 6 - 12
 
Print Top Stories
 
RATE THIS ARTICLE
Poor 1 2 3 4 5 Good
 
COMMENTS
No comment for this article.
 
  POST YOUR COMMENT  
       
  Name:  
Email Address:
Location:
  Comment:  
  Enter the code shown: