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New Brand Upgrade by Accor for Hotels in China

News Accor, one of the leading European hoteliers headquartered in France, has announced the “re-engineering” of one of its brands. Grand Mercure will be updated in order to fit the tastes and lifestyle of Chinese visitors, thus making Grand Mercure hotels in China more competitive and popular.

The brand extension even has its own name – Mei Jue. The main targeting auditory of Mei Jue branded hotels is upper middle class consumers. The name “Mei Jue” sounds much like “Mercure” for Chinese, so this brand will be also recognizable for the increased number of Chinese travellers who make trips abroad. It is revealed that the brand extension will have connection with the main brand, but it will be seriously changed by influence of Chinese design.

China is a blooming country and the most attractive object for investments into hotel industry in the world. The growing number of middle class has created the need in upscale domestic hotels. Accor’s representatives say they need more diversity in understanding another culture and providing better services, and this cannot be done without adjusting the brand to the local needs and preferences.

Mei Jue hotels will provide gift macaroon packs for all guests. The hotel’s staff at the entrance will wear qipao. The hotel’s restaurant will have 24-h congee menu and widest choice of teas. The spa center will offer traditional head and shoulder massage, and Tai-chi sessions.


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