Accor announces the opening of the ibis Styles Birmingham
Accor has announced the opening of the ibis Styles Birmingham hotel, which will be operated under a franchise agreement by Mitchells & Butlers Retail.
The 120-room hotel previously operated as the Holiday Inn Express Birmingham.
The opening follows ibis Style hotels being launched in Enfield, ExCel, London Southwark Rose, Leyton and Croydon. The ibis Brighton will open its doors later this month.
The franchise deal with Mitchells & Butlers Retail at Birmingham continues Accor's asset light strategy. It has targeted a 40:40:20 split between franchised, managed and owned hotels and believes the flexibility of the ibis styles range make it an attractive franchise proposition.
Accor UK & Ireland managing director Thomas Dubaere, said: "This new franchise deal reflects not only the strength of the ibis Styles brand, but also demonstrates our attractiveness as a franchise partner.
"The hotel fits with our strategy of investing and opening in key city-centre locations across the UK and is a testament to Accor's strong development pipeline. We are well on track to achieving our target of 10,000 new rooms by 2015."
Accor currently operates 197 hotels across the UK and Ireland.
