Accor on Wednesday unveiled a new vision for its midscale Mercure brand with more than 700 hotels worldwide. Mercure is re-positioning its focus with four brand strategies including:
- Accelerated expansion, mostly through franchises, with a target of 1,000 hotels within the next five years
- A global quality of service guarantee
- A modernized approach to the guest and team experience
- A brand new visual identity
“Mercure is essential for the group’s expansion, particularly driven through franchises and managed hotels. The brand is opening a new page in its history,” said Yann Caillère, CEO of Accor.
Accelerated expansion
The brand is averaging one opening per week and added 15,000 new rooms between 2011 and 2012. Mercure alone accounted for 21% of rooms opened by Accor in 2012.
Network growth (over 75% through franchises and management contracts) is mainly achieved by converting existing hotels and by focusing on key markets including France (232 hotels), Germany (112 hotels) and the United Kingdom (73 hotels); expanding in Brazil (64 hotels) and Australia (63 hotels); and expanding into two new countries every year. In 2012, Mercure established footholds in Russia and South Korea, while this year the brand will launch its first establishments in Turkey and Sweden. Mercure plans to open a total of 53 new hotels in 2013.
“To meet our objective of 1,000 hotels within five years, we will expand mostly through franchises,” stated Christophe Alaux, COO for Mercure & MGallery Europe. “Independent hoteliers make up 70% of the midscale hotel segment. They are looking for sector expertise, particularly to handle the hotel digital revolution. Mercure places relations with franchisees at the heart of its brand governance and that makes it a benchmark franchisor.”
Worldwide quality of service guarantee
The new Mercure Quality Guarantee is set to be deployed across the entire network by end of 2014. The approach is based on 96 shared quality guidelines and the program includes a dedicated phone line that customers can dial 24/7.
Extensive refurbishment across the network
The Dedicaces renovation concept, launched in 2011 in France, continues to be rolled out at a sustained pace. Accor said large-scale renovations are carried out twice as fast and enables “bespoke” room refurbishments that are 30% less expensive.
Mercure embraced this concept in France, where 70% of its network has been renovated. In the second half of 2013, the concept will be extended in Germany and the United Kingdom.
New approach to the guest and team experience
Mercure and France-based design agency W&Cie have teamed up to introduce a unique lobby design concept. The reception desk will be replaced with an approach based on a friendlier, easier interaction. The concept includes: the receptionist acts as a “host” who invites customers to the “host table” or to one of the comfortable lobby spaces that “feels like home,” including the bar and the restaurant.
Furthermore, the use of digital tablets enables speedy check-in and fosters dialogue between the hotelier and the guest. This concept, which has been successfully implemented at the Mercure London Bridge since April, will be rolled out in five other hotels by the end of 2013.
Reinvented cuisine
Mercure’s culinary offerings have been revamped to blend modernity with tradition. Three new F&B concepts have been created to reflect these trends: the Cuisine Lounge allows guests to serve themselves at any time of the day or night in an area designed like an apartment kitchen; the Restaurant Lounge offers traditional and local recipes; and the Bar Lounge serves as a warm and convivial space where guests can interact in a cozy atmosphere.
Also the new wine menu, “Cave et Saveurs,” showcases local vintages in partnership with France’s Bettane & Desseauve wine guide.
EasyWORK by Mercure
Mercure has developed EasyWORK, a solution designed for business travelers on the move, that offers dedicated and modular work spaces complete with a light meal service, equipment and IOnternet access. EasyWORK will be available in Mercure hotels located in close proximity to stations, airports and major regional and national business hubs.
New human resources
Mercure is implementing a revitalized human resources program with three new programs. The “Mercure Touch” includes 10 differentiating customer service attitudes that allow hoteliers to interact with guests. This program will be implemented on a participatory basis from January 2014.
The “Mercure School of Service” is a flexible e-learning training course available in nine languages and throughout the 17 global Accor academies. This system enables Mercure to ensure that each employee receives at least one week’s training a year.
The “Mercure Community” is a corporate social network for the 45,000 employees to collaborate and progress professionally.
Mercure is abandoning the practical, logical, best-value-for-money model and adopting a much more ’emotional’ approach that fosters harmony between places and people,” said Frédéric Fontaine, senior vice president marketing Mercure and MGallery.
New visual identity
Mercure and design agency W&Cie are streamlining the brand’s identity to reflect its new positioning: “in harmony with places and people.” The agency has also developed a range of hotel communication tools that will be rolled out from January 2014 across the entire network.
Global advertising campaign
Mercure has launched a new advertising campaign devised by DDB Paris. It focuses on Mercure’s originality, showcasing a brand with a network of hotels that are inspired by their surroundings. The campaign features a black and white TV advertisement that focuses on the positive emotions prompted by an unexpected surprise by a stay at Mercure. The communication campaign will also run in the press, on billboards and online.
This campaign, which was launched in France last April, presents the brand in a new light and introduces its new signature slogan: “Rediscover Mercure.”
Media campaigns representing a total investment of €20 million (US$26.2 million) will kick off soon in more than 10 countries including France, the United Kingdom, the Netherlands, Germany, Italy and Brazil.