自1974年起，宜必思品牌一直都是经济型酒店的先锋，致力于为各方旅客和当地居民打造充满创意的体验，重点关注待客之道、与当地社区的沟通以及促进社交互动，不断颠覆经济型酒店标准。如今宜必思推出全新策略，以响应益普索(Ipsos)[ 益普索(Ipsos)在6个国家(法国、英国、巴西、新加坡、德国和澳大利亚)展开的调查选择了具有代表性的受访群体]代表宜必思在6个国家开展的一项调查中所发现的全新顾客预期：80%的受访者希望这类新型酒店能成为社交场所，让包括“非住宿”宾客在内的所有人都感到宾至如归。本次品牌转型旨在将酒店定位成面向大众的真正生活空间，氛围宜人、灵活多变且风格时尚，随时满足不同客户群体的各种预期。
Ibis, a trailblazer in economy hotels since 1974, is shaking up economy hotel standards by offering travelers and local residents a totally new customer experience that focuses on hospitality, opening out to the local community and increased social interaction. This strategy is in response to new customer expectations highlighted by an Ipsos[ Study conducted by Ipsos in 6 countries (France, UK, Brazil, Singapore, Germany and Australia) for ibis, involving a representative sample of the population of each country] study conducted across 6 countries on behalf of ibis: 80% of respondents would like this new type of hotel to be a social venue, where everyone, including “non-staying” guests, feels welcome. It is a transformation for the brand, which aims to position its hotels as genuine living spaces for everyone, that are flexible, welcoming and on-trend, and which satisfy the various expectations of their clientele at any time of day.
创新顾客体验，支持品牌转型
A new customer experience to support the brand’s transformation
宜必思品牌希望打造一个生活枢纽，让所有访客都能在此休憩安眠、享受美食、聚会社交或欣赏现场音乐表演。集中提供一系列全新可能将吸引大多数受访者(67%)，以10为满分，他们给这一新型场地概念的评分在6至10分之间。宜必思酒店致力于打造新颖、灵活的空间，促进宾客、旅客和当地居民之间的社交互动和联系。
Ibis intends to welcome visitors to a life hub, where anyone can come to sleep, dine, meet people or enjoy live music. A whole new range of possibilities within a single location that appeals to a majority of respondents (67%), who gave ratings of between 6 and 10 out of 10 for this new venue concept. Ibis is offering new and flexible spaces that encourage social interaction and connections between customers, travelers and local residents.
移动式登记入住，营造“家外之家”的温馨体验
Mobile check-in for that “home away from home” feeling
酒店将不再设置原本标志性的前台。宾客抵店后，“宜必思酒店微笑团队(ibis Smile Team)”将提供热情迎宾服务，宾客可在吧台享用一杯迎宾饮品，完成登记入住手续，或者在大堂中享受舒适的服务。这种全新迎宾形式需要使用平板电脑和酒店移动解决方案(PSM FOLS Mobile)，同时也能提高员工的活力，促进他们与宾客之间的互动。如今高科技解决方案日渐兴盛，但人际互动依然是优质迎宾体验的核心要素，61%的受访者都表示在入住和退房时更喜欢与真人打交道，而非高科技设备。
The reception desk, until now a symbolic feature in a hotel, will be removed. Upon arrival, guests are welcomed by a member of the “ibis Smile Team” and complete check-in formalities at the bar while enjoying a drink or from the comfort of the lobby. Although this new welcome format requires the use of tablets and a proprietary mobile solution (PSM FOLS Mobile), it makes employees less static and increases their interaction with guests. Despite the rise in technology solutions, human interaction remains the central element of a successful welcome, as confirmed by 61% of respondents who prefer to deal with a real person rather than technology when checking in and out.
品牌希望到2022年，在全球宜必思酒店推行上述体验。
The brand aims to equip the entire international ibis network by 2022.
此外，宜必思品牌与麦肯公司(MRM agency)合作打造的数字宣传活动将于2019年2月在全球上线。本次宣传活动旨在通过将逸闻趣事和他人评价相结合的员工档案宣传栏，重点介绍宜必思酒店微笑团队(Smile Team)成员。2019年1月31日，宣传活动在法国、英国、德国和瑞士上线。
In addition, a digital campaign created in collaboration with the MRM agency will be launched internationally in February 2019. The aim of this campaign is to put the spotlight on members of the ibis Smile Team via a gallery of employee profiles combining anecdotes and testimonies. It has begun on January 31, 2019 in France, the UK, Germany and Switzerland.
面向所有酒店区域的灵活设计方案
Flexible design solutions for all hotel areas
宜必思品牌以统一标准化方法为基础，结合三种创新设计概念，打造更为灵活多元的个性化体验，超越传统的温馨迎宾服务。酒店在欧洲、拉丁美洲和亚洲精选多名设计师，他们依据契合外界趋势的个人理念进行设计，令酒吧成为焦点，让酒店更具魅力，同时吸引各方旅客和当地居民。旅客可以根据自身需求选择可容纳一至六人的客房，也可以选择开启便捷新境界的智能概念客房。客房空间宽敞且配备实用家具，令宾客悦享舒适便捷、安全健康的住宿体验。
Far more than just a warm and personalized welcome, the ibis model is evolving from a uniform and standardized approach into a flexible and personalized one, made possible by 3 new design concepts. The selected designers in Europe, Latin America and Asia have based their concepts on connecting with the outside, giving the bar pride of place and making the hotels equally appealing to travelers and to locals. Travelers will have the option to choose from rooms that can accommodate between 1 and 6 people, depending on their requirements, or they can opt for the Smart Room, the Group’s concept that is revolutionizing accessibility standards. As a result of its large size and functional furniture, it provides accessibility, wellbeing, comfort and safety for everyone.
焕然一新的丰富餐饮选择
A revamped range of congenial dining options
宜必思酒店推出丰富多元的全新餐饮选择，为顾客体验锦上添花，力求让所有宾客尽享闲适惬意，让当地居民和旅客都能心满意足。作为酒店的核心，酒吧将采用个性视觉标识和多样设计元素，提供定制菜单，营造个性化氛围。各家宜必思酒店可从多个创新理念中自由挑选，选择契合其客户群体特点的概念，并根据周边环境量身定制，打造能展现当地美食风味和新鲜食材的菜单。
To ensure that all customers – locals and travelers alike – can enjoy a relaxing time in ibis hotels, the brand has developed a new range of dining options that will complement the customer experience. The hub of the hotels, the bar will offer a tailored menu, a signature visual identity and various design elements to help create a unique atmosphere. Free to choose from several new ideas, ibis hoteliers can opt for the concept most suited to the specific characteristics of their clientele and tailor it according to their neighborhood in order to offer a menu that showcases local dishes and fresh produce.
作为本次新项目的试行酒店，苏黎世梅西机场宜必思酒店(ibis Zurich Messe Airport)在大堂内打造了Charlie's Corner啤酒吧，并根据时段更换菜单。清晨，宾客可享用醇香咖啡，晚上则可探索啤酒墙（Beer Wall），畅饮各色精选瑞士啤酒。宾客还可在洋溢着流行摇滚气息的氛围中，享用“rösties”等当地美食佳肴。Charlie's Corner是与好友和邻居小聚的理想之所，让宾客尽情畅饮可口啤酒，欣赏现场音乐表演。
A pilot hotel for this new offering, ibis Zurich Messe Airport has within its lobby created Charlie’s Corner, a bar devoted to beer where the menu changes depending on the time of day. In the morning, customers can enjoy a coffee, while in the evening they can discover the Beer Wall and its wide selection of Swiss beers. They can also enjoy regional dishes, such as “rösties”, in a pop-rock ambience. Charlie’s Corner is the ideal venue for friends and neighbors alike to get together and enjoy good beer and live music.
以音乐带来美妙邂逅，促进社交互动
Music to foster new encounters and social interaction
宜必思品牌将音乐作为顾客体验不可或缺的元素，旨在促进宾客之间的社交互动。在益普索代表宜必思展开的调查中，79%的受访者表示音乐是生活的重要组成部分。2019年，宜必思酒店将举办100多场现场表演，云集众多当地热门新秀和知名艺术家，在六个主要国家巡回表演。在益普索展开的调查中，40%的受访者表示他们想在酒店内观看新人艺术家的现场表演，这项计划将满足他们的预期。宜必思酒店将自身定位为新兴人才的支持者，还将带领出色新人出席西盖特音乐节(Sziget Festival)，献上专场舞台表演。
Ibis has decided to make music an integral part of the customer experience to encourage social interaction between all the people passing through its hotels. As highlighted by 79% of respondents as part of the Ipsos survey conducted on behalf of ibis, listening to music is a key part of their lives. In 2019, more than 100 live performances will be hosted in ibis hotels with emerging artists identified in the hottest up and coming local talents, supported by hottest headline artists to perform in 6 key countries. This initiative fulfils the expectations of customers, as underlined by the Ipsos study, with 40% of respondents saying they would like to attend live performances featuring emerging artists in hotels. Ibis is positioning itself as a promoter of new talents and is planning to take the best of them to the Sziget Festival, where a stage will be dedicated to them.
