"Launched by Ibis, Accor's leading global economy hotel brand, the social-first miniseries follows a cast of creators navigating real-world travel mishaps across real Ibis hotels - turning everyday frustrations into character-driven storytelling. Designed for TikTok and Instagram, the vertical, episodic series positions Ibis not just as a place to sleep, but as a reliable reset point that helps travelers regroup, adapt, and continue moving forward."
"With the campaign, Ibis is experimenting with a miniseries-style format that has surged in popularity in China and is now being adapted for global audiences. The move reflects a broader shift in travel discovery: Skift Research shows that social media has overtaken traditional websites, review platforms, and even search as the most influential source of travel inspiration, particularly for Gen Z and Millennial travelers."
Ibis launched a vertical, social-first miniseries called "The Go Getters" that turns travel mishaps into character-driven stories filmed across real Ibis hotels. The series is optimized for TikTok and Instagram to present Ibis as a dependable reset point where travelers can regroup, adapt, and continue their journeys. The campaign adapts a miniseries format that gained traction in China for global audiences. Skift Research indicates social media now surpasses websites, review platforms, and search as the primary source of travel inspiration for Gen Z and Millennial travelers. Brand leaders cite a convergence of factors and say younger travelers expect entertainment rather than direct selling.
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