In an era where the desire to travel is stronger than ever, this report offers invaluable insights into why and how travellers are setting their sights on new destinations and prioritising meaningful experiences that shape who they are. Memories last longer than material things and travel is one of the greatest meory makers.

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At ibis, we believe that travel should be about more than just the destination – it should be about actively connecting with places, people and moments that inspire and delight us.

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For us, travel is about purpose and intent. We understand ibis is rarely the destination, instead our role is to serve our guests’ intent seamlessly, ensuring convenience, comfort and great service. Our guests come for a meeting, event, gig, trip with friends or loved ones, to make their mark on the world and have the world make its mark on them.

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Our role in travel is to be where you need us to be, to get the essentials right and to look after you in our 2,600+ hotels, because we know you’ll get the most out of your travels when we put the most into your stays. Whatever you came to an ibis for, we’ll make sure you can GO GET IT!

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This report is about being active, choosing to go and do what you want, to see places that shape who you are, to grow, discover and belong. After all, this is what travel is all about and we are single-minded in our commitment to supporting and inspiring travel intent. We are proud to offer these insights that empower you to see the world with purpose, passion, and affordability

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