Accor has announced that its three economy brands - ibis, all seasons and Etap Hotel - will be rebranded around a new ibis "mega brand" in order to enhance customer appeal.

The move is due to be completed by early 2013 and will see the ibis brand retained, with the all seasons arm to become "ibis styles" and Etap Hotel to be rebranded "ibis budget". Accor is planning to embark on an extensive marketing campaign to accompany the revamp next year, which will be based on the concepts of modernity, simplicity and wellbeing.

Denis Hennequin, the group's chair and chief executive officer, said: "I have decided to challenge some of the basics of our business model: change is not an option, it is a necessity. "ibis, Etap hotel and all seasons will evolve into a group of three strong, innovative, modernised brands and become ibis, ibis styles and ibis budget. ibis is now the keystone of our economy portfolio."

Image: Kamel15