Applied to:
This award recognizes innovative actions in the field of social responsibility, including diversity, inclusion and governance that have positively impacted the community, local populations, employees, and/or tourists. The action or program must demonstrate a deep commitment to social responsibility and governance through innovative initiatives, effective management practices, and measurable outcomes that have positively impacted stakeholders. This award recognizes initiatives that have made significant contributions towards creating a more inclusive, equitable, and responsible industry.
* If the initiative you would like to present includes both Environmental and Social pillars, submit your project in the cate-gory according to the major aspect of it. Or you may split it into the two categories (Environmental protection and Social Responsibility).
The project:
The ibis RockCorps initiative, launched in March 2024, is an innovative program that combines volunteering and music to inspire social action and create a unique brand experience. The program embodies ibis’ CSR strategy, "We Are Open," and aligns with its music-centric brand identity. By offering participants a chance to attend a major concert in exchange for four hours of volunteer work, ibis RockCorps makes volunteering accessible and rewarding.
In collaboration with 124 national and local associations, the program organized 215 impactful projects focusing on inclusion, diversity, and ecology. These included volunteering at emergency shelters, nursing homes, urban farms, and socio-cultural centers. Over 13,000 participants contributed to these efforts, fostering social cohesion and driving positive environmental and societal impact.
The program culminated in a grand concert at the Accor Arena on May 29, attended by 11,500 volunteers. Featuring Grammy-winning artist Macklemore, French rap artists Franglish and Ronisia, and hosted by a prominent TV personality, the event celebrated the 50th anniversary of ibis and showcased the collective achievements of the volunteers and associations. Branded animations, behind-the-scenes videos, and testimonials highlighted the program's meaningful impact.
A robust six-month communication strategy amplified the initiative’s reach. This included out-of-home and digital campaigns, social media activations, and partnerships with NRJ, artists, and public institutions like Paris 2024. The program achieved a digital reach of over 607 million and generated 1.5 million engagements, significantly boosting brand visibility and consideration. Post-program surveys revealed that 98% of participants were likely to volunteer again, and brand consideration for ibis rose by 8 points.
ibis RockCorps exemplifies a future-forward approach to CSR and marketing, blending authentic social responsibility with experiential branding to inspire communities, enhance brand perception, and drive meaningful change.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
