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The Warsaw Voice » Business » July 6, 2018
Business & Economy
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Hotels and Music – A Perfect Duo
July 6, 2018   
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Luc Gesvret, Chief Top-Line Officer AccorHotels Eastern Europe talks about music as the brand’s passion and how to market hotel offerings to millennials.

Why did you decide to promote hotels with music?

The ibis family hotels have a very competitive offer, the advantage of which is wide availability of facilities in convenient locations and at a moderate price. The hotels are modern and comfortable, and they are distinguished by a free, creative atmosphere. Thanks to this, they are an attractive proposal for the 20-30+ generation for whom these aspects are especially important. We try to get young people interested, involve them in a shared adventure and encourage them to use our services more often. We selected music as a factor that rejuvenates the brand and offers many possibilities to popularize it among millennials.

How does a passion for music make itself visible every day in the case of ibis family hotels?
Music accompanies our guests every single day. As part of the ibis Stage project, chamber music concerts are held regularly at the hotels. Local artists present their talents there, and so do... employees of the AccorHotels Group. We also discovered we have talented performers in our team. Opening the hotels to music allowed us to create a unique experience. We are proud to see how this initially brave concept is starting to have a life of its own, to develop and produce more and more positive emotions. But concerts are not everything. Thanks to the Jukebox by Deezer music system installed in our hotels, guests can select songs played in common spaces by themselves. We believe that music is an important element of good mood – so we make all possible efforts to ensure that a stay at our hotels is fully satisfying.

The Get to Sziget campaign currently in progress is another example of a music-related activity. What is the idea behind it?
Get to Sziget is first and foremost a competition in which you can win a two-week trip – 7 days of travel across Europe in a musical bus specially designed for this purpose and 7 days of stay at the Sziget Festival in Budapest. Contestants have to record a short film to convince voters that the filmmakers should take part in this musical adventure. Participants in the competition also have a real impact on which cities will be visited on the trip to the festival – planning a creative route to Budapest is part of the competition application. You may apply both individually and in groups of up to three people. The competition is run via a dedicated website: ibis.com/gettosziget. The campaign is being carried out in the whole of Eastern Europe: Poland, the Czech Republic, Slovakia, Slovenia, Romania, Bulgaria, Macedonia, and in Hungary, Lithuania and Latvia.

What attractions await the winners?
The most important one, of course, is the ultimate destination of the whole journey: the Sziget Festival. It is a true celebration for all music fans. It is enough to mention that concerts are to be held over one week, on nine stages at the same time. But we also took care for the road trip itself to be filled with multiple attractions. The winners can look forward to lots of surprises in addition to visiting fascinating cities. We invited the BEMY band to act as ambassadors for the campaign. This is an additional incentive for young people to experience an unforgettable holiday in the company of their idols. What’s more, during the trip the band will compose a song which will have its premiere at the Europe Stage Presented by ibis within the Sziget Festival 2018.

Do you plan to open new hotels in the nearest future?
Of course. The ibis family hotels, which are in the budget segment, are definitely that part of the AccorHotels Group portfolio which is developing the fastest. Even this year, we plan to open several hotels in Eastern Europe, which will be an attractive choice for people travelling either privately or in connection with their job. They will additionally help us strengthen our position among young customers. A second hotel of the ibis Styles brand will be opened in Warsaw in November. Its theme is going to be the Vistula riverbank – a unique combination of nature and a city bustling with life. Work is nearing completion in Poznań to launch a combo – an ibis operating in the same building will be added to the existing Novotel hotel. New hotels are soon to be opened in Bucharest, Budapest and Vilnius. The demand for hotel services is still growing in the region, and our task is to respond to this need.
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