logo - formule_1The pioneering Formule 1 economy hotel brand has disappeared from the Australian market with the re-branding of its Sydney Airport property to Ibis Budget.

There were once 19 Formule 1 in Australia, now there are none due to the “Ibis megabrand” restructure that Accor has also used to eliminate the All Seasons regional economy brand.

All Seasons properties are now part of the 25-strong Ibis Styles portfolio. There are also 13 Ibis Red hotels, making it Accor’s biggest Australian brand with 57 properties and more to come.

Accor claims the re-branding has “seen a remarkable increase in revenue growth and consumer satisfaction.

“Revenue growth for Accor’s ibis Budget portfolio which comprises the former Formule 1 network is up 4.9% – the highest of the three ibis brands – while consumer satisfaction of ibis Budget has exceeded all expectations,” said Chief Operating Officer for Accor Pacific, Simon McGrath.

“The Net Promoter Scores we’ve been seeing across our ibis hotels have exceeded all original expectations and goes to prove our strategy in consolidating our economy brands and maximising brand density.”

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