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New Concept of the Mercure Brand by Accor
Last week Accor has revealed the brand new concept of its Mercure brand. The midscale chain currently has more than 700 hotels worldwide, and Accor wants to increase the number of properties in the Mercure portfolio to 1000 within next 5 years. This will be mostly done through franchise agreements.
In order to make the brand even more popular with consumers, the hotelier has selected several main areas of development. These are quality of service, better fit to clients’ needs and new visual image.
Mercure is currently one of the fastest growing hotel chains in the Accor’s portfolio. In 2012, 21% of all rooms opened belonged to this brand. The total number of rooms added in 2011-2012 estimated 15,000. The brand’s key markets are France, Germany, and the UK; Accor is also very interested in expanding in Australia and Brazil more aggressively. In future, the company plans to add two new countries every year. In 2012, Russia and South Korea were these countries, and this year’s countries are Sweden and Turkey.
Accor plans to improve the quality of its services with the new Mercure Quality Guarantee program. The company will open a dedicated phone line that will work 24/7. The new renovation concept, the Dedicaces, will also be spread to our countries. Initially launched in France, the new concept helps refurbishing guestrooms 30% cheaper than earlier. This year, the concept will be extended to the UK and Germany. Reception desks are also replaced with “friendlier” and more comfortable places with home-like atmosphere. Guests will also be able to check-in fast using special digital tablets. This concept has already been used in the Mercure hotel in London. Finally, dining facilities will be represented by the Cuisine Lounge (kitchen-like self-serviced 24/7 restaurant), the Bar Lounge (a perfect place for interaction), and the Restaurant Lounge (traditional and regional cuisine).
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