2018

BECAUSE TODAY, IMAGE IS EVERYTHING

Image is your brand’s first touchpoint with its guests.

It’s what drives tens of thousands followers

on social media.

It’s the main decision-maker of your guests.

The photos & videos you display on your online

platform must therefore:

• Illustrate the key elements of your hotel.

• Be consistent with your brand image.

• Convey the spirit of your brand.

• Reflect every brand experience.

• Be strong and attractive enough to convince.

This chart has been designed for you: hotel managers,

photographers and video makers, in order to make each

hotel’s pictures and video achieve maximum impact and

appeal.

It will also help you better meet guests’ needs,

by taking into account:

• A visible hierarchy for each support.

• The digital constraints, i.e. a responsive design.

Of course, your photographic and video elements can be re-

used on other supports.

Enjoy your reading!

See you soon, online.

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79% of TripAdvisor users choose their hotel

from its pictures (source: TripAdvisor).

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BRAND POSITIONING

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BRAND DIFFERENTIATOR

BRAND CHARACTER

TRENDY. PLAYFUL.

EMOTIONAL BENEFITS

SURPRISED. JOYFUL.

BRAND PASSION

CREATIVE DESIGN.

ASPIRATIONAL TARGET

THE URBAN CREATIVES.

DESIGN DIRECTION

STORYTELLING WITH A THEME.

KEY BRAND CONCEPTS & MARKERS

THEMED SPACES & SWEET BED…

GLOBAL COMPETITIVE SET

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ibis Styles is a joyful brand.

Its hotels display a uniquely

designed theme.

Let’s express it with:

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FRAMING:

• Subjective camera. • Original angle views. • Tilted framings.

PICTURE STYLE:

• Fresh light. • “Snapshot” effect. • Colourful atmosphere.

GENERAL TONE:

• Global lightnessand playful spirit.

• Unexpected interactions between the decor and the guest.

• Creative spirit.

GENERAL RECOMMENDATIONS

SURPRISING ANGLES OF VIEW. EXPRESSING GUEST’S APPROPRIATION OF THE PLACE

AND ITS ATMOSPHERE BY GUESTS.

FOCUS ON THE HOTEL THEME. BRIGHT AND WELCOMING LIGHT.

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Ibis Styles’ global spirit breaks away from the hotel industry standards.

As each of our hotels is unique, let’s look for the most creative way to express its

specific theme and show its own design elements.

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BRIGHT, PLAIN AND FRESH COLOURS.

PLAYING WITH THE EYES OF OUR AUDIENCE. LET’S BECOME ABSTRACT.

FOCUS ON THEMATIC ELEMENTS, IN ORDER TO CONTRIBUTETO THE HOTEL STORYTELLING.

A storytelling design is ibis Styles’ strong point. Let’s display stylish in-hotel elements

through creative, audacious and striking shots.

DYNAMIC FRAMING, WHEN THE GUEST ISN’T ACTIVE. HUMAN PRESENCE.

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VISUAL IMMERSION. FOCUS ON ACTION.

ibis Styles hotels are full of life. Let’s express it through a human point of view. The

discovery of the places is made through the eyes of the guests.

They appropriate the place. They are dynamic, always in action, never posing.

For the preparation of accessories, please refer to chapter 5: Shooting set-up.

THE GUESTS

According to ibis Styles’ “immersive point of view” creative concept, the

guest is the photographer. Other guests are always active.

• Framing on hands/arms and feet/legs.

• No posing.

• Focus on the action, no portrait mode.

• Human presence suggested through personal items.

• Slight movement (rather than blurred), for a dynamic effect.

Reminder: make sure you obtain signatures from everyone photographed (hotel staff, guests and models)

giving consent for the use of their image.

ibis Styles hotels are lively places, where people play, stay, sleep, eat and interact. Let’s

show them, but let’s keep in mind our brand iconographic rules.

THE EMPLOYEES

Employee shootings follow the same rules, except one: they can be

framed in a straight way. They’re always shown smiling and helping

guests.

• Always in a dynamic posture.

• Never looking to the camera either.

• Never posing.

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THE GUESTS

In order to avoid awkward portraits or people posing,

please do not:

• Make them overact.

• Make them look at the camera.

• Be intrusive.

THE EMPLOYEES

Avoid any kind of fake attitude or unnatural poses,

such as:

• Class pictures.

• Overacting.

• Being overfamiliar.

Reminder: make sure you obtain signatures from everyone photographed (hotel staff, guests and models)

giving consent for the use of their image.

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Warning about the photography and videos copyright transfer

agreement and the authorization form for additional use of the

image of the extras.

For each completed photo report, it is obligatory to provide an official

AccorHotels copyright transfer agreement filled by the general

manager and signed by the photographer/ director, as well as a

consent to use of image form signed by the recognizable people on

the images. The latest official AccorHotels version for each form is

available in the photo library:

• Take note that if a child appears, both parents must provide

signatures.

• No other form can supplant the official AccorHotels forms.

• Any partially scratched form will be turned down and the

corresponding photos won’t be allowed to be included in the

photo library.

Caution: no photo will be allowed to be added

to the photo library without these forms.

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Hotel front

Wide view of the whole front, visible hotel sign

Focus on a detail

Lobby

Wide view

Kid’s corner

Focus on a thematic detail

Room

Wide view for each type of room

Wide view of the bathroom

Focus on a thematic detail

Breakfast

Wide view

Buffet (if relevant)

Situational picture

Focus on a thematic detail

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List defined by the e-commerce team.

The daily average number of:

• pictures = 20.

• videos = 5.

Restaurant/Bar

Wide shot (if relevant)

Situational picture

Focus on a thematic detail

Meeting

Wide view of the space (if relevant)

Focus on a thematic detail

Fitness and leisure

Swimming pool (if relevant)

Spa (if there is one)

Fitness center (if relevant)

Let’s highlight them, wherever they are:

an elegant swimming pool, a beautiful terrace, a nice panoramic view…

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The same rules apply to ibis Styles hotels exteriors as inside.

MANDATORY: • Wide view of the whole front,visible hotel sign.

OPTIONAL: • Focus on a detail.

FOCUS ON THE HOTEL SIGN. CLOSE-UPS ON ARCHITECTURAL DETAILS.

ORIGINAL ANGLES OF VIEW, ESPECIALLY ON MODERN HOTEL FRONTS LACKING IN CHARM.

“POINT OF VIEW” ANGLES, AS SEEN THROUGH GUESTS’ EYES.

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Hotel fronts give the first impression to their guests.

Let’s keep this impression good, by avoiding:

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IMPERSONAL VIEWS AND ATMOSPHERES. VEHICLES PARKED IN FRONT OF THE HOTEL.

The lobby gives our guests their first live impression about the hotel.

Let’s highlight it.

MANDATORY: • Wide view.• Kid’s corner.

OPTIONAL: • Focus on a thematic detail.

PLAYFUL FRAMINGS, PLAYING WITH GRAPHIC PATTERNS. FOCUS ON LIGHTS AND COLOURS,

ACCORDING TO THE HOTEL’S THEME.

CLOSE-UPS ON THEMATIC DETAILS. HUMAN PRESENCE.

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In order to make the lobby look warm and welcoming, let’s avoid:

COLD, BLAND LIGHT AND ATMOSPHERE. TOO MUCH BLURRING EFFECT.

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Shooting the rooms means following ibis Styles’ global iconographic principles. Therefore, let’s give

preference to:

MANDATORY: • Wide view for each type of room.• Wide view of the bathroom.

OPTIONAL: • Focus on a thematic detail.

VISUAL IMMERSION, THROUGH THE GUEST’SPOINT OF VIEW. HIGHLIGHTING A DETAIL EXPRESSINGTHE GENERAL ATMOSPHERE.

DESIGN ELEMENTSSET-UP.AN ATMOSPHERE, A COLOUR TONE OR A GRAPHIC PATTERN,

HIGHLIGHTED THROUGH A WIDE ANGLE SHOT.

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Room pictures are a key element in the guests decision. In order to be effective, it’s better to avoid:

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GUESTS POSING, LOOKING AT THE CAMERA.

Breakfast is a happy time. It’s a moment of laughter and sharing. Let’s express it.

MANDATORY: • Buffet (if there is one).OPTIONAL: • Wide view.

• Situational picture.• Focus on a thematic detail.

FOCUS ON HUMAN PRESENCE.CLOSE-UPS ON LIVELY SETTINGS,

SUCH AS A CRUMBLED HALF-EATEN CROISSANT.

WIDE, WARM AND ENTICING VIEW OF THE BREAKFAST BUFFET. DYNAMIC POINT OF VIEW.

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Let’s avoid everything that is not lively when displaying breakfast moments.

PEOPLE POSING. EMPTY BREAKFAST ROOMS.

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Dinner is the perfect moment for playful and surprising experiences.

In order to achieve this, let’s:

MANDATORY: • Wide shot (if there is one).OPTIONAL: • Situational picture.

• Focus on a thematic detail.

CONVEY THE RESTAURANT’SCREATIVESPIRIT. FOCUS ON A COOK’S GESTURE.

SHOOT CLOSE-UPS ON FOOD & BEVERAGEDETAILS. SHOW A HOST INTERACTING WITH GUESTS.

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Let’s portray an appetizing atmosphere when it comes to the restaurant.

Therefore, let’s avoid everything that would imply:

A FORMAL, HIGH END AND STIFFATMOSPHERE.BEWARE: ALCOHOL CAN BE DISPLAYED, BUT DON’T SHOW IT BEING CONSUMED.

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The meeting & events offer is a key profit driver for many ibis Styles hotels.

Therefore, it’s important to present at least one picture of the area, if possible.

MANDATORY: • Wide view of the space (if there is one).OPTIONAL: • Focus on a thematic detail.

TIDY PREMISES, IN ORDER TO PROJECT A SERIOUSAPPROACH. FOCUS ON BEAUTIFULLY DESIGNED ELEMENTS.

A FINELY TUNED LIGHT, FOR A GLOBAL ELEGANT ATMOSPHERE. HIGHLIGHTS ON THE MODULARITY OF THE AREA.

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In order to portray a professional atmosphere, let’s take care not to show:

A DARK AND OLD-LOOKING ATMOSPHERE. VIEWS OF THE CEILING. PLASTIC WATER BOTTLES.

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Wellness by ibis Styles must display a very tonic, appealing and optimistic

atmosphere, just like the brand’s guests.

MANDATORY: • Swimming pool (if there is one).• Spa (if there is one).• Fitness center (if there is one).

BRIGHT COLOURS AND ATMOSPHERES.

CAPITALIZE ON HUMAN PRESENCE, WETHER SUGGESTEDOR SHOWN IN ACTION.

OPT FOR WIDE ANGLE VIEWS, ESPECIALLYFOR ENTICING SWIMMING POOLS.

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Reject anything that could convey a cold empty atmosphere:

EMPTY FITNESS ROOMS. OVERLY VISIBLE CEILING.

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ON THE SPOT, SMARTPHONE-MADE

VIDEOS,THROUGH THE GUEST’S EYES.

A MAXIMUM LENGTH OF 1’30.

IMMERSIVE VIDEOS, SHOT “AS IF”FROM A SMARTPHONE.• On the spot.

• Tilted framings.

• Instagram spirit.

• Interactions between model

and cellphone holder.

• Subjective view showing “director”’s

hands, arm

GRAPHIC APPROACH

Let’s use the Instagram format (square

format shooting), iPhone X or Sony af7s.

• A vivid and inspiring calibration inspired by

the most beautiful Instagram content.

• Bright and assumed colours to mark the

identity of ibis Styles videos.

• A colour frame to allow immediate

identification of our videos. Its colours could

potentially change depending on the offers

presented.

EDITORIAL APPROACH

Let’s be consistent with the photographic

guidelines and capitalize on:

• A fresh tone.

• An innovative video approach.

• Interactions between the model and the character

who is shooting with her/his smartphone, and

whose hand, arms or voice appears on the video

from time to time.

A brand “signature”, with a specific intro and

outro is to be applied.

• Brand logo + hotel name in intro.

• Brand logo in outro.

MUSICAL INTENTIONS

“Catch me”, by Liam Aidan.

Merry, happy electronic music, with upbeat

intonation to capitalize on.

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INTRO• A vintage green chair turns into a table lamp

and then into the logo.

HOTEL FRONT• Focus on some design feature.

LOBBY• Thematic details.

• Design objects.

• Graphic patterns.

ROOM• Focus on a thematic wall decoration.

• Close-up on some elegant object or detail.

• Bedding and comfort.

BREAKFAST• Focus on a thematic detail: crockery, coloured

glasses.

• “Point of view” breakfast table,

with a hand taking a cup.

RESTAURANT/BAR• Situational scene, with a focus

on a dinner detail.

• Focus on a thematic detail: a glass,

a specific napkin folding…

MEETING• Close-up on some thematic pattern.

• Situational view using ibis Styles’ folders

and stationery.

FITNESS & LEISURE• Focus on a swimming pool’s decorative tilings.

• “Point of view” entry into the spa room.

• Detail on the spa oils and creams display.

POINT OF INTEREST• Focus on an iconic local attraction.

OUTRO

• The logo turns into a green table lamp then

into a vintage green chair.

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The video follows the logic of a guest’s journey.

The principle is to alternate the mandatory wide views with close-ups on specific details.

Here are some examples of details that are worth shooting.

Reminder:

take care to adapt the video

sequence-order in order to get

constant attention.

• Very similar rooms should

not directly follow one another.

• In order to express the variety

of the restaurant’s offer, breakfast and

lunch/diner should not systematically

follow one another.

• Alternate the mandatory wide viewswith close-ups on specific details

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Reminder: Make sure photo and video sessions are not planned at the same time,

in order to leave enough time and room for each team.

You will find on the right the estimated average times per step, knowing thatthis information may change depending on the response time of the hotelierand the availability of the photographer/video maker.

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From 1 to 10 stepsphoto: 3 > 5 daysvideo: 2 > 3 weeksFrom 11 to 16 stepsphoto: 1 > 2 weeksvideo: 9 > 12 weeks

Identification of the spacesto shoot/film

Quotevalidation

Shooting schedulevalidation

Shooting preparationaccording to the transmitted

recommendations(page 39)

Approval by the GroupPicture selection/Video receptionand feed back

Making contactwith Abaca/

TVS

Dateconfirmation

Stylism preparationand selection of extra

(page 41)

Supporting the photographer/

videomaker duringthe shooting

Using the photo and video

selection

Quote proposal(according to the

spaces to shoot/films

Shooting dayplanning proposal

Proposition of a shooting/video

calendar

Shooting session, according to the briefing

Visual editing HD uploading to the AccorHotels photo library/Video editing and upload to

the AccorHotels website

Receipt of the extras signedauthorizations

Sending of the photos/Sending of the video

HO

TEL

MA

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PH

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PH

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/VID

EO

MA

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1 2 3 4 5 6 7 8 9 10 12 13 14 15 1611

FOR THE HOTEL MANAGER

• Before the shoot, designate a contact person in the hotel

to follow the shooting and liaise between staff and the photographer.

• Remove unsightly items (ventilation, fire extinguishers,

tiled ceilings, etc.) from the field of vision.

• Clean all the scenes photographed:

- Window polished.

- Light bulbs checked and replaced.

- Nothing left lying around.

- TV sets switched off (except for digital signage).

• Make sure identifiers shown are compliant with the latest brand

guidelines.

REMINDER:

FOR A LIVELY WEB DISPLAY,

TAKE CARE TO ALTERNATE BETWEEN

OVERALL AND

LIFESTYLE PICTURES

ON THE RESERVATION

PLATFORM.

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FOR THE PHOTOGRAPHER

• Professional full frame camera body with a sensor of at least 30 megapixels.

• Photos to be taken in RAW + TIFF formats.

• Build a composition in order to express a clear and sure intention.

• Avoid unsightly items (ventilation, TV cords, sockets, etc.) in the composition.

FOR THE VIDEOMAKER

We exclusively use reflex cameras due to their aesthetic cinematographic

results and because they offer several other advantages:

• More space especially in confined shooting space.

• Fast set-up (lightness) and easy to move.

• Better lighting due to the strong sensitivity of certain cameras – additional lighting is (almost)

unnecessary.

In order to guarantee high quality we highly recommend a list of cameras:

Canon 7D, 5D MII and MIII, Nikon D800.

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REMINDER:

MAKE SURE YOU OBTAIN SIGNATURES

FROM

EVERYONE PHOTOGRAPHED (HOTEL

STAFF, GUESTS AND MODELS) GIVING

CONSENT FOR THE USE OF THEIR

IMAGE.

REMINDER: avoid displaying brand logos as much as possible.

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• Elegant urban styling.

• Original accessories.

• Bright colours by small stokes.

• Surprising details.

• Casual chic materials.

• Particularities displayed:

tattoos, freckles, etc.

MANWOMAN

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REMINDER: avoid displaying brand logos as much as possible.

MANWOMAN

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WOMAN

• Casual active Derby shoes.• Colourblock handbag.• Sunglasses.• Magazine.• Toilet bag.

MAN

• Casual active shirt.• Jeans.• Sneakers.• Passport.• Hat.

REMINDER: avoid displaying brand logos as much as possible.

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OVERALL INTENT:

LIVELY COLOURIMETRY, THROUGH:

• Bright colours.

• Plain white. Avoid shading, slightly yellow whites.

• No colour filter.

• Slight overexposure, in order to get a sharp tone.

PRACTICAL RECOMMENDATIONS:

• Remove all unwanted objects (ventilation, sockets, cords,

etc.).

• Adjust all perspectives.

• Favour fresh tones.

• Purify whites in sheets by desaturating yellow layer.

• Saturate bright colours in order to obtain vibrant tones.

• Make a selection and only keep the images of a flawless

quality.

• Avoid fake and/or commercial compositing of fake window

views.

• Do not over-saturate colours, it must remain natural.

OVERALL INTENT:

The video colour tones are in line with

the photographic ones:

• Bright colours.

• Plain white.

• No colour filter.

• Slight overexposure, in order to get a sharp tone.

This is necessary for getting a homogeneous

photo/video atmosphere.

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1. VALIDATION

TVS will be in charge of the whole process of validation and distribution of your videos.

The video will be sent by TVS for validation to:

• The hotel.

• To the Local Brand Contact/e-commerce Web Relay (regarding the geographical area).

• To the Global Brand Marketing Contact.

2. RELEASE

The videos made by TVS and approved by AccorHotels will be uploaded on the AccorHotels webpages according

to the rules set out by the company. The hotel will be informed regarding the deadline by e-mail, immediately after

the validation of the video.

NB: Editing of the videos can take between 6 and 8 weeks.

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2 options:

• Package 1 – one day shoot – mandatory

- 1 branded video to be uploaded on accorhotels.com

- 1 room type video (without human presence) to be uploaded on the booking engine

• Package 2 – two days shoot – optional

- 1 branded video to be uploaded on accorhotels.com

- 3 to 4 room type videos (without human presence) to be uploaded on accorhotels.Com and the booking engine

To enter into the validation process:

• The video needs to comply 100% with the guidelines

for each brand.

• The hotel must send TVS a waver that grants property

anddistribution rights, including the consent form signed by the

person appearing on the media.

Afterwards, the hotel needs to get the appropriate validation from

AccorHotels.

Once validated, the videos made by a local agency should be sent to

the address tvsproduction@travelclick.com. The Global Brand

Marketing contact should be in copy of the email. The video needs

to respect the specifications of the format as follows:

Video

• Full HD: 1920x1080

• Format: MP4 or .MOV

• Video Codec: H.264

• Audio Codec: AAC

• Bitrate: 25Mbits/s

Thumbnail

• Full HD: 1920x1080

• Format: JPEG

For more information regarding video modification and outdated videos and videos deactivation,

please consult: tvtrip-accor.com.

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The general manager gets in touch with Abaca,

the professional and referenced photo agency recommended by

AccorHotels to do a turnkey photo shooting (a complete one or

additional shootings of some areas).

Abaca shall act as the photo shooting “project manager”:

a. The general manager shall contact Abaca to set up

the photo shooting.

b. Abaca shall assume the responsibility of communicating

the brand’s guidelines to the photographer and organize the photo

shooting with the general manager.

c. Abaca has signed a copyright transfer agreement

with AccorHotels for the professional photographers

they work with. All rights are assigned for 30 years,

for all uses, except… (please see contracts).

d. Prior to the photo shooting, the general manager shall

have the “Authorization forms to use your image” signed

by anyone featured on the photos, hotel staff included.

e. Abaca shall make the photos available online so that

the general manager can make the selection

for the “photo stock” of his hotel on the Photo Library.

f. Abaca shall transfer the finalized photos to the digital post production

studio of the Photo Library - Accorstudio - in charge of final verification,

putting them online and indexing them.

g. Abaca shall transfer the signed “photographer

copyright agreement” to Accorstudio as well

as the “Authorization forms to use your image”

signed by anyone featured on the photos.

h. Accorstudio shall inform the general manager

as soon as his photos are online in the Photo Library.

i. The general manager shall then update the commercial websites

accorhotels.com / brand.com with his new pictures, by using the

“HOTEL AREA” – “Websites updating” tool of the Photo Library (in

the upper right corner of the Home Page).

e-mail: corpoinside@abacapress.fr

phone: +33 (0)1 80 04 41 09

Photo Library’s digital post production studio

e-mail: accorstudio@metamis.fr

phone: +33 (0)4 79 07 00 70

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The general manager shall make contact with a professional

photographer of his/her choice (local or not). The general

manager shall act as the photo shooting “project manager”.

a. Prior to the photo shooting the general manager shall communicate

guidelines to the photographer.

b. Prior to the photo shooting, the general manager shall have

the copyright transfer agreement signed by the photographer.

c. Prior to the photo shooting the general manager shall have the

“Authorization forms to use your image” signed

by anyone featured on the photos, hotel staff included.

d. The professional photographer shall communicate

the finished photos to the general manager.

e. The general manager shall pre-select and transfer the “High Resolution”

pics via https://accorstudio.wetransfer.com

to Accorstudio (postproduction/image editing studio, indexation, upload

of the photos in the Photo Library).

f. Accorstudio - postproduction is in charge of:

1. Doing the final selection of the photos.

2. Performing colour corrections, retouching, parallelism, etc. strictly

according to the guidelines of the brand brief.

3. Making sure all copyright transfer agreements (photographer and

models) are duly completed and signed. Theses agreements shall be

put online in the Photo Library along with any picture involved.

4. Accorstudio shall inform the general manager as soon as

his pictures are available in his “stock” in the Photo Library.

g. Once the photos have been added to the library,

the general manager shall then update the commercial websites

accorhotels.com, by using the Updating

websites tool in the “HOTEL AREA” of the Photo Library

(in the upper right corner of the Home Page).

Technical specifications for the professional photographer

chosen by the general manager:

• Professional camera body featuring a 30 megapixels sensor

at least.

• Photos to be performed in RAW format + JPEG.

• Never change the original numbers of the files, generated

by the camera!

• Use the IPTC fields to index photos, hotel name and code,

name of the area in case it is not clearly identifiable, such as

the type of room.

• Necessarily, add light when shooting indoors, to enhance

the spaces in your pictures (clear shadows).

If you require assistance,

the whole team of the Photo Library, is at your disposal

e-mail: accorstudio@metamis.fr

phone: +33 (0)4 79 07 00 70

For more information, please connect on the internal AccorHotels platform:

accor-photos.com

These guidelines are for internal use only. Do not disseminate or reproduce.