Analysis of Ibis Hotel

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European Hotel Industry The European hotel industry is characterized by a large number of independent small local players and a limited number of standardized chains. There is high degree of rivalry given the large number of competitors, which leads to price competition especially given the high fixed cost, similar products offered and few switching costs for buyers. The barriers to entry are quite high, due to the large investment requirement in property and equipment. The buyers possess certain degree of bargaining power given the few switching costs (aside from the use of loyalty programs), and the intensity and the basis on which industry players compete. However the ratings and the price ranges of the hotels are pre-determined and offer limited flexibility. With peer-to-peer networks such as Airbnb emerging as substitutes of hotels, travelers, especially the cost-conscious ones, now have the option of finding accommodations through private parties, in addition to the option of staying with friends or families. Hotel supply companies and hotel staff are the primary suppliers of the hotel industry. Hotel staff and other employers represent the primary variable cost for hotels, and have bargaining power to a certain degree given the local government regulations on wages. Transportation, entertainment and tourist activities such as shopping, sightseeing and dining are the complements of the hotel industry. Similar to the hotel industry, they all compete for a share of the population’s limited disposable income and are highly affected by the overall economy. Ibis’s Positioning and Resources/Activities While similar to other countries in the world, a full range of 0 to 5 star hotels is offered across Europe, there is a recent trend of increasing demand for low cost budget hotels. Over the years Ibis Budget (“Ibis”) has established a strong presence and a

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