How Ibis Is Betting on Social-First Storytelling With a Creator-Led Miniseries

This sponsored content was created in collaboration with a Skift partner.

Travel doesn’t always go exactly as planned. Flights are missed. Bags disappear. Plans unravel. “The Go Getters” embraces that chaos.

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.

SkiftX sat down with Jean-Yves Minet, global brand president – midscale and economy at Accor, to discuss why the miniseries format represents a fundamental shift in hospitality marketing, how Ibis is meeting younger travelers where they already are, and why entertainment-led storytelling offers a long-term model for building brand love. He also pointed to its future potential to connect content, community, and commerce.

SkiftX: This is Ibis’s first-ever social-first miniseries. Why did now feel like the right moment to try something this different?

Jean-Yves Minet: It really came down to a convergence of factors. First, we’re seeing a fundamental shift in how Gen Z and Millennials consume content. They don’t want to be sold to anymore. They expect brands to entertain rather than interrupt, and that’s happening globally, not just in Europe.

We also saw that this miniseries format — particularly the mini-drama model emerging from China — has demonstrated commercial viability. That market reached around $7 billion in 2024 and is expected to double by 2030. And it’s no longer niche. The format is gaining traction beyond China as global brands and platforms adapt it for wider, international audiences.

At the same time, traditional advertising simply wasn’t resonating with our younger audience. This format allows us to meet travelers where they already are — on TikTok, Instagram, YouTube Shorts — with content that respects their time and intelligence while genuinely entertaining them. And entertainment is the key word here.

What other lessons did you take from the Chinese market when developing this campaign for a global audience?

The biggest lesson was that miniseries only work when storytelling comes first and brand integration is seamless. You’re not interrupting content with ads — you’re becoming part of the story.

We also learned that vertical, mobile-first episodes of one to two minutes can rival traditional entertainment in terms of engagement and impact. People will watch longer content if it’s compelling.

Most importantly, this format is ownable and repeatable. It’s not a one-off campaign. It’s an entertainment franchise that can evolve across markets, cultures, and audiences. That adaptability is incredibly powerful for a global brand.

Why is serialized storytelling so important to this campaign?

Serialized storytelling fosters ongoing engagement rather than a single interaction. Traditional brand films might be watched, but they’re often quickly forgotten.

An episodic narrative builds anticipation. It brings people back episode after episode, allowing us to develop characters and situations that audiences can relate to over time. That’s how emotional connection is built.

It also mirrors how people consume entertainment today. Audiences are used to following stories across platforms and binge-watching content. By creating a series, we’re building continuity, community, and sustained brand exposure rather than chasing momentary attention.

The show leans into the everyday chaos of travel. How does that connect to what Ibis stands for as a brand?

At its heart, we wanted to inspire confidence in travel. Travel is joyful, even when things don’t go perfectly. Sometimes, especially when they don’t. “The Go Getters” reflects that reality.

Ibis is a global economy brand built on reliability — clean rooms, great beds, good breakfast, hassle-free stays, and value for money. Our promise is simple: whatever you came to Ibis for, we’ll help you go and get it with confidence.

By showing travel as it really is — chaotic, spontaneous, imperfect—we’re demonstrating that we understand real travelers. We’re not pretending everything is perfect. We’re showing that with the right mindset and reliable accommodation, even mishaps become part of the adventure.

You mentioned earlier that Gen Z and Millennials want to be entertained, not advertised to. How does that change hotel marketing today?

It requires a fundamental shift — from promotion to storytelling, and from short-term brand moments to ongoing content that delivers value over time.

Brands need to accept that messaging can be subtle. It doesn’t need to be explicit to be effective. The focus needs to shift from discussing the brand to focusing on the guest.

That also means collaborating with creators and audiences rather than controlling every detail. Success isn’t just about immediate bookings anymore. It’s about engagement, community, and long-term brand affinity.

Above all, entertainment has to come first. If the content isn’t genuinely entertaining, people won’t engage — regardless of how strong the brand is.

You shot this with real creators in real Ibis hotels. Why was that sense of authenticity so important to the series?

It was essential. This kind of storytelling only works if it feels believable. That meant real creators, real locations, and real situations.

We also had to let go of control. Instead of dictating every brand message, we trusted creators to help shape the story in ways that felt natural to their communities. That authenticity is what makes audiences lean in rather than scroll past.

For this first season, how do you define success?

We look at success across multiple layers. Engagement metrics matter — views, shares, comments, and especially completion rates — but they’re only part of the picture.

In the first two weeks, we surpassed 100 million views, which was honestly beyond our expectations. However, we’re also tracking brand equity, encompassing awareness, consideration, preference, and brand love.

Commercial impact matters too, but that comes later. Ultimately, success means building a sustainable entertainment franchise that people anticipate and return to — not just a campaign that spikes and disappears.

Beyond brand storytelling, how do you see this format evolving to connect audience engagement with more direct commercial outcomes, such as bookings or product discovery?

I see this evolving gradually and very deliberately. Over time, the format creates opportunities to link audience engagement with more tangible outcomes, whether that’s product discovery, deeper interaction with the brand, or eventually bookings.

Because the audience is already emotionally invested in the story, those connections can feel natural rather than forced. Elements like products featured in the series or destinations within the storyline can become points of curiosity and exploration, rather than overt calls to action.

The important part is sequencing. Storytelling and entertainment come first. As that connection deepens, the format gives us room to thoughtfully test how and where more direct commercial touchpoints make sense — without undermining the experience.

Looking ahead, how do you see the miniseries evolving across markets and cultures?

This format is incredibly flexible. We can introduce new characters, cities, and storylines while keeping the core “Go Getter” spirit consistent.

You’ll see regional spinoffs featuring local creators, languages, humor, and cultural nuances — such as those from Germany, France, and beyond. We’re not aiming for identical content everywhere. We’re building a consistent framework with locally authentic execution.

In the long run, this approach allows us to build global brand recognition while respecting local storytelling traditions. And that balance is essential for a global brand like Ibis.

For more information about Ibis and The Go Getters miniseries, click here or follow @ibishotels on TikTok and Instagram.

This content was created collaboratively by Ibis and Skift’s branded content studio, SkiftX.