ibis Launches The Go Getters: A New Miniseries Celebrating the Fun of Travel

Published on December 25, 2025

ibis, the leading global economy hotel brand, has taken an innovative leap into the digital entertainment world with the launch of The Go Getters, its first-ever social miniseries. This new initiative signals ibis’ strong commitment to embracing modern trends and connecting with a new generation of travelers through engaging, mobile-friendly content. The series marks a major move into the miniseries format, which has rapidly gained popularity among younger audiences on social media platforms.

The Miniseries Phenomenon

Miniseries, or ultra-short vertical video story series, are a recent trend in digital entertainment that have quickly become a global phenomenon. The format, which initially gained traction in China, has revolutionized how audiences consume content. These brief episodes, typically lasting between 60 and 120 seconds, are tailor-made for mobile-first viewing and optimized for distribution on platforms like TikTok, Instagram and YouTube Shorts. The immersive and engaging nature of miniseries, combined with their quick pace, has attracted millions of viewers worldwide.

In China, the miniseries industry is expected to exceed RMB 110 billion (USD 16.2 billion) by 2030. With nearly half of the country’s internet population—over 600 million people—expected to engage with micro-dramas by mid-2025, the format is proving to be a massive success. Its impact has even rivaled traditional film box office revenue, with miniseries continuing to grow in popularity globally.

A New Approach to Brand Integration

One of the most appealing aspects of miniseries is their ability to integrate brands seamlessly into the storytelling. Instead of traditional ads, brands can become part of the narrative, making product placements feel natural and engaging. Through compelling and relatable stories, brands can connect with audiences in a way that feels authentic and entertaining, creating a sense of loyalty and engagement.

For ibis, The Go Getters serves as an excellent example of how the hotel brand has effectively embraced the miniseries format. Focusing on the unpredictable nature of modern travel, ibis has created a fun and relatable series that aligns with its brand promise: “Whatever guests come to an ibis for, they will make sure they can go get it with confidence!” Through The Go Getters, the brand not only highlights its hospitality services but also celebrates the reality of travel—marked by unpredictability, chaos and ultimately, unforgettable experiences.

Introducing The Go Getters

The Go Getters is an entertaining, character-driven miniseries that follows five friends—real filmmakers and content creators—as they try to reunite for a weekend getaway in Budapest. The series creatively explores the humor and chaos that often accompany group travel. From miscommunications to lost luggage and booking blunders, the series showcases how even the most frustrating travel mishaps can turn into fun and memorable moments.

The series is shot across various ibis hotels in European cities, offering an authentic glimpse into the brand’s offerings. By filming in real ibis properties, the show captures the true essence of traveling with ibis: a fun, stress-free experience where every setback becomes an adventure.

Each episode is designed to be short, sweet and highly shareable—perfectly suited for social media platforms like TikTok and Instagram. The series taps into the growing trend of social-first content, which focuses on bite-sized entertainment that fits seamlessly into the digital lives of Gen Y and Z travelers. With its comedic tone and relatable travel moments, The Go Getters is set to become a favorite among young audiences seeking lighthearted content on the go.

A Social-First Strategy

By embracing the miniseries format, ibis demonstrates a keen understanding of modern travel trends and digital consumption habits. The short, vertical videos are crafted to meet the preferences of a mobile-first generation that values quick, digestible content. The Go Getters is optimized for sharing and engagement, making it ideal for platforms like Instagram and TikTok, where young travelers spend a significant amount of their time.

With expansion plans to reach YouTube Shorts and other platforms, ibis is positioning itself as a forward-thinking brand that’s in tune with the evolving entertainment landscape. The series not only strengthens the ibis brand’s connection with a younger, digitally-savvy audience but also reinforces its commitment to offering an enjoyable and memorable experience for travelers across the globe.

The Future of Travel Entertainment

The Go Getters is an exciting and innovative step for ibis, combining the fun of travel with the entertainment value of miniseries. By using the power of social-first content, ibis has created a series that resonates with Gen Y and Z travelers, celebrating the unpredictable nature of travel while showcasing the brand’s commitment to delivering an exceptional guest experience.

With its engaging format and relatable characters, The Go Getters is poised to be a hit among young travelers. Through this innovative miniseries, ibis has not only embraced the changing dynamics of digital entertainment but also positioned itself as a brand that truly understands the modern traveler’s needs. As The Go Getters continues to unfold, it will undoubtedly help to solidify ibis’ presence as a forward-thinking hospitality brand that blends fun, storytelling and travel into a seamless and unforgettable experience.