After weeks of erratic and unseasonal weather across parts of India, a surprisingly pleasant morning set the stage for a candid and insightful conversation with Animesh Kumar, Commercial Head for ibis and ibis Styles India. As the country’s hospitality sector recalibrates to evolving guest demands, changing travel patterns, and the re-emergence of the mid-scale market, Accor’s economy and midscale hotel brands are uniquely positioned to tap into the surge.
The timing for such a conversation couldn’t have been more apt. The hospitality sector in India is experiencing a demand boom, especially in the value-driven segment where brands like ibis and ibis Styles are making strategic inroads.
Two Brands, Two Experiences
When asked how ibis and ibis Styles are differentiated in the market, Kumar responded with clarity and confidence.
“The differentiation is very well-defined by Accor globally, and we follow that segmentation in India too,” he explained. “ibis is more function-driven—it’s about reliability, efficiency, and ease of access. The focus is on being centrally located, delivering a comfortable stay with all essential amenities at a fair price point.”
The target audience for ibis tends to be urban travellers—young professionals, business travellers, solo explorers—who want predictability and value for money. “Think fast check-ins, strong Wi-Fi, clean rooms, and no unnecessary frills,” said Kumar.
ibis Styles, on the other hand, brings an entirely different flavour. “The emphasis is on design, individuality, and storytelling. Each ibis Styles hotel has a unique theme inspired by the city it is in—whether through local art, cultural elements, or colour palettes,” he shared.
This approach appeals to the new-age leisure traveller who seeks not just comfort but also character in the places they stay. “Guests today want something Instagram-worthy—something they can connect with emotionally. ibis Styles taps into that beautifully,” he said.
Designing for the New Indian Guest
India’s hospitality sector is in the midst of an interesting transformation. Traditional segments are blurring. Business travellers now mix work with leisure (“bleisure”), solo travellers are on the rise, and there’s an increased demand for social spaces where people can both work and unwind.
Recognising this, both brands are evolving their public spaces to be more vibrant and inclusive. “We’re paying attention to common areas, co-working zones, and F&B experiences that go beyond just a quick breakfast. Our lobbies are turning into social hubs,” Kumar said.
He noted that while functionality remains a pillar for ibis, the brand is not static. “We’re constantly reimagining how we can maintain consistency across properties while offering elements of surprise—like local food specials or collaborations with artists or musicians.”
A Growth Strategy Grounded in Demand
With travel picking up post-pandemic and domestic tourism reaching new highs, both brands are seeing robust growth opportunities.
“India is one of Accor’s key focus markets,” Kumar shared. “We are expanding both organically and through strategic partnerships. There are multiple properties in the pipeline across metros and Tier II cities.”
He added that demand is no longer confined to traditional business hubs. “There’s rising interest in spiritual circuits, leisure destinations, and even industrial zones. We’re aligning our expansion to where the demand lies.”
This flexibility is allowing the brands to diversify their footprint, appeal to a broader demographic, and create micro-destinations within cities.
Building Brand Loyalty
When asked about building loyalty in a price-sensitive market, Kumar pointed to Accor’s global loyalty programme—ALL (Accor Live Limitless)—as a key driver. “We’re seeing growing uptake among Indian travellers who are now looking for benefits beyond just room discounts. Points that can be redeemed across multiple services, upgrades, dining privileges, all of which matters to the guests.”
He also touched on the importance of digital discovery and guest engagement. “We are investing heavily in digital channels—ensuring our properties are easily discoverable, bookable, and well-reviewed. Our teams are trained to deliver personalised experiences even within the value segment.”
The Road Ahead
As the conversation drew to a close, it was evident that ibis and ibis Styles aren’t just riding a wave of mid-market growth—they are actively shaping it. Backed by Accor’s international standards and deep localisation strategies, these brands are crafting meaningful guest experiences at scale.
Whether it’s a business traveller looking for efficiency or a millennial tourist in search of design-led experiences, ibis and ibis Styles offer something distinctive—proof that midscale hospitality in India can be functional, fun, and full of flair.
