February 28th, 2012 - Accor, the
world’s leading hotel operator and market leader in Asia-Pacific,
announces the re-engineering of its Grand Mercure brand, tailored for
the Chinese market. The brand was unveiled today at the inauguration of
Grand Mercure Shanghai Zhongya, the first hotel adapted to this new
positioning. Grand Mercure combines Accor’s extensive hotel experience
and significant distribution tools with products and services
customized to the needs of the upscale Chinese traveler.
The launch of Grand Mercure, made for China by Accor is part of the
Group’s new brand strategy. Observation of new consumption modes has
shown the need for brands capable of comprehending the diversity and
complexity of their clients’ identity. Grand Mercure in China is a
first step towards flexible brands that are even more locally relevant.
“Accor has tailored the Grand Mercure brand to better suit the Chinese
clientele’s needs, in a strategic country for the Group and in the
context of a booming upscale domestic travel business,” remarked Mr.
Grégoire Champetier, Chief Marketing Officer of Accor at the
launch event. “This brand is launched in the framework of our global
project to modernize our brand portfolio. Our clients are now expecting
brands capable of understanding the diversity and the complexity of
their identity. With this tailor-made Grand Mercure, the Group
demonstrates its ability to have more flexible brands, that are locally
relevant,” Grégoire Champetier added.
Known in Chinese as ‘Mei Jue’, the new identity has been designed to
appeal to upscale consumers, be as recognizable to Chinese guests as
the Mercure hotel brand is to travelers around the world. The identity
retains a sense of connection to its parent brand whilst being highly
influenced by Chinese design form.
Grand Mercure hotels in China, like Mercure hotels around the world,
are a reflection of their location and form an integral part of each
city. In each Grand Mercure hotel in China, clients will find strong
brand identifiers including:
Welcome
Each guest can expect a personalized and authentic welcome reflecting
the hotel’s location. In Shanghai, for example, employees are welcomed
by team members wearing Qipao, a traditional elegant evening dress.
The brand identifiers link the strength of Chinese culture with
elements of western society, an example of this is the welcome macaroon
gift pack provided in each guest room upon arrival.
Well-being
Guests can achieve mental and physical well-being through daily Tai-chi
sessions, lavender-scented bathroom amenities and a complimentary head
and shoulder massage services for guests staying on premium floors.
Food & Beverage
An emphasis has been placed on catering to the specificities of Chinese
customer expectations. For example, each Grand Mercure provides an
extensive range of local and imported teas, delivered in an engaging
manner to encourage guest participation. Each Grand Mercure also offers
a special 24-hour congee menu (a popular Chinese rice porridge)
providing guests with home comforts no matter what time they may be
hungry. Beyond this, a large congee selection with extensive condiments
plays a big part of the breakfast at Grand Mercure. An emphasis in each
hotel is placed on Chinese cuisine and where guests will discover
dishes representing local specialties as well as wide-ranging national
dishes. Furthermore, a selection of Cognac is available in the hotel
bars alongside a wine selection that provides equal proportions local
and imported choices.
Local art
To establish connections with the area surrounding each hotel, Grand
Mercure hotels invite guests to participate in discovery walks, to see
the city from new perspectives and gain insights to local culture and
customs. In addition, hotels will invite local artisans to link
visitors with the arts of the area and to provide a bridge between
communities.
China is one of the pivotal engines of the global hospitality industry
and one of the fastest developing areas in Accor’s global network. At
present, Accor operates 7 brands, 121 hotels in 47 cities across
Greater China.
Sam Shih, Chairman and Chief Operating Officer, 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 traveler. Accor has built upon this
expertise in the development of the new Grand Mercure brand, tailored
for China and providing a fresh yet familiar hotel experience for
upscale travelers throughout the country. The Grand Mercure brand
provides Accor with a fresh platform for organic upscale network
expansion throughout the country”.
The opportunity for organic growth in the upscale hotel segment in
China is one of the largest in the world. Accor’s tailor-made Grand
Mercure product has already garnered great support from hotel owners.
Today, Accor operates 10 Grand Mercure hotels in the country. Accor has
confirmed commitments for 10 additional hotels, and announced that it
will expand its network to around 65 hotels in tier 1 to tier 3 cities
throughout China by 2015
.
About “Mei Jue”
Tailor-made Grand Mercure (Mei Jue) is an upscale hotel brand that
speaks and appeals to Chinese travelers and complemented by the
hospitality know-how, distribution and reassurance of the international
hotel group Accor. In addition, each Grand Mercure hotel is anchored
around ‘Discover a new authentic’ with a connection to the local area
evidenced through the welcome, relationship with local arts and the
walking tours uniquely designed for the surroundings.
Accor, the world's leading hotel operator and market leader in
Europe, is present in 90 countries with more than 4,400 hotels and
530,000 rooms. Accor's broad portfolio of hotel brands - Sofitel,
Pullman, MGallery, Novotel, Suite Novotel, Mercure, Adagio, ibis, all
seasons/ibis Styles, Etap Hotel/Formule 1/ibis budget, hotelF1 and
Motel 6 - provide an extensive offer from luxury to budget. With
145,000 employees worldwide, the Group offers to its clients and
partners nearly 45 years of know-how and expertise.