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Ibis Tests Its New Brand’s Concept in a Hotel in Tallinn, Estonia

News At the start of this year, Ibis announced changes to the brand that are targeted at reinventing social interaction and tailoring Ibis hotels to demands and preferences of modern travelers. Flexibility is the key characteristic these days, so the hotelier decided to go away from the standardized approach and make Ibis hotels more personalized.

Nowadays, Ibis sees its hotels as welcoming social hubs that are equally great for local communities and travelers. Ibis Tallinn Center, the hotelier’s new hotel in Tallinn, will be the first property to test this new approach. The hotel, which enjoys a prime location in the heart of Estonia’s capital, opened earlier this month. Guests can experience new features as soon as they enter the hotel. The lobby now has a completely new check-in system with staff members called “welcomers”. They greet hotel guests and do mobile check-in. The check-in process itself was redeveloped to make it easier and more relaxing.

The hotel in Tallinn has 190 guestrooms that can accommodate from 1 to 6 guests. All rooms have a new design that was developed by INNOCAD ARCHITECTURE Studio. Its main idea was to offer a “home away from home” experience. The hotel also has Charlie’s Corner, a beer-themed bar that is equally great for guests and locals. Open 24/7, the bar changes its menu throughout the day, offering coffee in the morning and various beers in the evening. The hotelier tried to make this venue as comfortable as possible to promote social interaction.

Music will be an essential part of the upgraded Ibis hotels. Music has a power of enhancing social interaction, so the hotelier wanted to use it as much as possible. All public areas have background music that is always turned on. The company also plans to organize live gigs at its hotels around the world. Comfort is another pillar in the new concept. More flexible and more comfortable room designs are easier to adjust in accordance with own preferences.

In the opinion of Ibis, their hotels need to provide authentic experiences to guests and be useful for local communities at the same time. This is possible if hotels offer quality services to locals and at the same time let travelers participate in the lives of local communities. Ibis hopes that their new concept of hotels as modern life hubs where people not only sleep and dine but also interact and meet other people will be successful. If that happens, Ibis will bring the new concept to other hotels of the brand.


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