Redesigned Grand Mercure brand to reach out to Chinese travellers

1 Mar 2012

Accor announced it will redesign its Grand Mercure brand to cater specifically for the Chinese market. The announcement was made during the opening of the 288-room Grand Mercure Shanghai Zhongya, which works as a prototype for the hotel brand’s new identity.

As part of Grand Mercure’s new avatar, which translates to Mei Jue in Chinese, guests can expect a fusion of traditional Chinese elements and a hint of Western touches. For example, guests will be welcomed by employees donned in Qipaos, a traditional Chinese gown, yet they will receive a box of French macaroons in their rooms upon arrival. The hotel will also run tai-chi lessons, complimentary head and shoulder massages for guests staying on premium floors as well as offer authentic Chinese food and beverage options, such as congee, teas and some local specialties, which will be determined by the hotel’s location. Alongside these Chinese offerings, the hotel will also offer a variety of wines and Cognacs.

Sam Shih, chairman and chief operating officer of Accor, Greater China, said: “Throughout Accor’s 27 years of operation in China, we have developed a strong understanding of the China hotel industry and the specific desires of the Chinese traveller. Accor has built upon this expertise in the development of the new Grand Mercure brand.”

Hotel brands tailoring their service offerings to the needs of Chinese travellers are a growing trend, as discussed here by the managing editor of Business Traveller Asia-Pacific, Margie Logarta. Previously, Hilton Hotels and Resorts launched the Huanying programme and Starwood Hotels and Resorts also launched a similar “Personalised Travel” programme to make the affluent Chinese traveller feel at home (see story here).

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Alisha Haridasani

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