Accor Group - Mercure: the brand is growing.
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Accor Group - Mercure: the brand is growing.
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Category: Worldwide - Industry economy -
Trends / Expert's advice
This is a press release selected by our editorial committee and published online for free on 2008-07-28
Ingredients of success: product development, acitivities to reaffirm midscale position and communication enhancement.
In 2008, Accor brand Mercure, is refocusing on the basic principles that made this midscale brand a success. The brand is enlarging its offering, based on the Pure Pleasures concept, is undertaking communication actions and is launching an ambitious development of its network: 2008 will be the starting point of Mercure’s reinvention!
Mercure holds an essential place in the history and development of the Accor Group. Over the last 30 years, the Mercure network has grown considerably, and as of December 31, 2007 included 758 hotels in 49 countries.
In terms of the number of units on the hotel market, Mercure is the 3rd European network, and is the 15th network worldwide in terms of the number of rooms. Reaffirming the midscale positioning of the brand In the frame of the streamlining and harmonisation of the Accor Group portfolio, Mercure is going to strengthen its midscale positioning (and refocus the network) which made the Mercure brand a success from the day it was created.
The functionality of all Mercure rooms around the world is similar to that available to customers at home. Over the last few years, Mercure has taken a proactive approach to renovate its hotels and definitely put them in today\'s style: warm tones, light sources designed to create a working or relaxation atmosphere, authentic materials, classics revisited. The rooms also include all modern connection systems.
In 2008, Mercure is also launching a new category of rooms, referred to as \"Privilege\" rooms. These are the best rooms of the hotel and offer superior services. The guests can now choose between two categories of rooms. Reinventing ourselves with Pure Pleasures Mercure has decided to innovate and renew its service offering.
Grands Vins Mercure celebrates its 25th anniversary with 25 years of success, Grands Vins Mercure (offer of high-quality wines at reasonable prices) contributes significantly to the renown of Mercure hotels. Saluted by the wine-making and oenology professionals, the Grands Vins Mercure offering, supported by the know-how of the Echansons, has successfully adapted to new consumer habits.
Since 2007, this selection of great, mostly local wines, is classified according to taste criteria. Today, the Grands Vins Mercure winelist is available in 15 countries. In 2008, the Grands Vins Mercure will be made available throughout Asia, and especially in China,Thailand and Indonesia.
“Cups & Tastes”, a journey of taste through single-estate teas and coffees. In 2008, with its new \"Cups & Tastes\" offering – a selection of single-estate teas and coffees, Mercure is offering an innovative and extended palette of new savours.
The teas and coffees of the \"Cups & Tastes\", which are associated with travel, the discovery of other cultures and peoples, but also with unique moments of wellness and pleasure, are also categorised according to taste criteria to help customers choose. The \" Cups & Tastes \" offering will be deployed in summer 2008 in France, Hungary, the United Kingdom, Australia and throughout Asia. It will be available at the bar in 2009.
Reaffirming our identity through communication Mercure is launching its first major communication campaign for ten years. The campaignis based on the universal them of cinema and celebrates Mercure’s staff, as the \"superheroes of hospitality\".
The campaign will be conducted by the NoGood Industry agency and will first be visible in a poster format and on the web in France and Germany. It will then be complemented by a series of product/service offerings that will tell the story of the special inventions and attentions of the Mercures.
Redeployment based on ambitious objectives Mercure is committed to strengthening its prime position in the Accor brand portfolio. Our ambition is to further enrich the network with more than 200 hotels by 2010, thus confirming Mercure’s position as an essential player of the hotel sector.
This growth will be implemented on new markets such as China, India, Vietnam and Slovakia, but also by extending the network in key countries such as the United Kingdom, Germany or Italy.
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