Accor is undertaking a major restyling and expansion of its Mercure brand, as it aims to reach a global portfolio of 1,000 hotels in four years’ time.
This portfolio growth would mark an increase of more than 30%, from the existing Mercure collection of 758 hotels, and it is being driven by growth markets including Indonesia and Russia.
Accor is in the process of modernizing the Mercure brand, including a new ‘digital lobby’ concept that launched in Europe last year and recently made its debut in Australia, plus a focus on the hotels’ F&B and service standards.
In France, Mercure has introduced a new ‘Cuisine Lounge’ concept – a self-service, open kitchen area in which guests can help themselves to a series of local dishes. Three hotels have so far been given this concept, with a further seven to follow.
The brand has also launched a new meetings concept called ‘EasyWork’, which replaces the traditional business centre with a new lounge-style working area, offering the latest technology and small meeting rooms. These areas, which can be rented for half-days, will be rolled out to 30 hotels in city, railway station or airport locations over the next three years.
According to Accor, the Mercure brand’s restyling is intended to combine “an authentic touch and innovation to enhance quality” and “treat guests to a friendly experience brimming with the local area’s features, with enthusiastic, genuine hoteliers”.
“There is strong demand for brands with an authentic edge that provide consistent quality standards throughout at the same time,” said Frédéric Josenhans, who runs Accor’s midscale operations in France.
Eighty-percent of Mercure’s hotels have been revamped over the last four years.
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