French hotel operator Accor has turned its attentions to the mid-scale Mercure brand, following similar moves to reposition its budget Ibis operations (see online news June 2012) and the upmarket Pullman brand (see online news May 28).
The new Mercure will focus on four targets:
- Modernising its offering to better align with contemporary guests' expectations
- Accelerated expansion, with a target of 1,000 properties by 2015 (currently 732)
- A quality guarantee across its global portfolio
- A visual rebranding
An aggressive growth strategy will see Accor aiming to open a new Mercure every week until 2015. Over 75 per cent of properties are run through franchises and management contracts, so this growth will mostly come through existing hotel conversions.
Focus will be on existing key markets in Europe, including the UK, as well as expansion in Brazil, Australia and emerging markets such as Turkey.
During the second half of 2013 Accor will start to renovate the majority of its existing Mercure properties in Germany and the UK.
This will include a new, more sociable lobby area, where the receptionist welcomes guests to the hotel and leads them to a table to conduct check-in, such as can be seen at the Mercure London Bridge since April. Receptionists will also have tablet computers to conduct a quick check-in if the guest is in a hurry.
Food and beverage outlets will include the Cuisine Lounge, an all-day buffet fashioned on an apartment kitchen and a greater focus on wine and local cuisine in the main restaurant.
Finally, ‘Easy Work’ is a scheme which offers business travellers dedicated work spaces complete with a light meal service and internet access.
Frédéric Fontaine, senior vice president marketing for Mercure and MGallery said: “Midscale hotels are caught between rapidly modernizing economy hotels on the one hand and the upscale hotel experience on the other. The growing demand for a more authentic, friendly and diverse offer in this segment is an opportunity for Mercure.”
Scott Carey