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French language
Subject category: Marketing
Published by:
INSEEC - Organisation et Développement (2014)
38 pages
Data source:
Field research


This case shows us the development strategy of the 'All Seasons' hotel brand, owned by the Accor group. Luxury being their economic model, Accor is the hotel group which is present on all the market segments. The new strategy adopted by the group is to increase the value of its brands by creating a strong DNA, starting with the revitalisation of its economical hotel chain throughout the world. The problematic concerns the launching of a new program to gain loyalty, proper to the brand or the mega brand 'ibis' according to the development strategy which needs to be determined. Indeed, the brand 'All Seasons' as well as the brand 'Etap hotel' are going to be integrated to the brand 'ibis'. 'All Seasons' will have a new name and this integration in the ibis brand will have to be done in order to improve the visibility of the hotel brands of the group. The evolution of consumption patterns triggered off this new positioning. This new brand strategy aims at an increase the market shares through the reinforcement of notoriety and the will to increase customers' satisfaction. The other aim is to develop new services by optimising the access to the various products and services. The launching of a loyalty gaining program has thus become the key point of their new brand policy. Being project manager of All Seasons, now renamed 'ibis Styles', the marketing manager asks you to set up this new loyalty-gaining program consequent to the integration of the brands All Seasons and Etap Hotel under the brand ibis.


Hotel; Service marketing; Loyalty gaining strategy
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