Mercure's New Look

Accor kicks off its newly re-invented Mercure brand with the debut of 15 art-centric properties in Germany

by Mary Scoviak, Contributing Editor -- HOTELS Magazine, 12/1/2007

After years of stagnant rate and occupancy, Germany’s hotel market is finally seeing some sunshine. “There is a boom for hotels in every category here,” says interior designer Peter Joehnk, manager JOI-Design Hamburg. “Many new hotels are being built, so there is market pressure on older properties to refurbish. Fortunately, rates are improving again, so the money for refurbishment is there.”

France’s Accor was ahead of the curve with its decision to capitalize on Germany’s hoped for recovery with the repositioning of 15 tired Novotels. The move is part of an ongoing initiative by Accor’s Innovation & Design unit to re-imagine and redefine the aesthetics of its brands. “Accor wanted to re-brand the Novotels as Mercures, a flag designed to be the company’s ‘individual’ brand. Each Mercure will have a specific theme that makes it unique,” Joehnk says.

That is a far cry from what the design team found when work began. The buildings date from the 1970s and ‘80s, a time when standardization with the rule. Subsequent renovations didn’t keep pace with the shift to “modern” led by sleek European boutique hotels. “In Germany, the mid-market is still dominated by private hoteliers. But, this is changing as these owners become franchise partners of brands such as Mercure, Park Inn, Holiday Inn, Hilton Garden Inn and so on,” Joehnk says. “Likewise, dusty, traditional interiors have to change to modern brand values. It is not only a question of design; it is also a question of new and higher service standards that is forcing hoteliers to renovate.”

Even the mid-tier, guests assume design will be interesting. As Joehnk points out, travelers are inundated with images of beautiful interiors, whether in magazines, on the Internet or on television. “Travelers expect 3- and 4-star hotels to have some fancy design features,” he says. “We got a great design brief from Accor: Make them fresh, light and modern but cozy.”

Fresh Look For New Markets
Although individuality was a guiding principle for the portfolio’s renovation, the revamped properties share a new orientation toward a new market. “As Novotels, these hotels focused more on families. Business guests are Mercure’s primary market,” says Joehnk. That changed the design paradigm. Sofa beds were out in the guestrooms; desks were in.

Public spaces morphed into a series of zones for working, lounging, eating and drinking. The restaurant was opened up to overlap a newly prominent lobby bar and expanded lobby seating, which can double as breakfast seating. Creation of work stations added a “gathering space” feel to encourage guests to leave their rooms, socialize and spend more. The resulting spaces are more versatile and flexible. With the open flow, the restaurant area can expand or contract depending on demand. It can accommodate buffets when needed or be closed off for a la carte dinners.

“Multi-use public spaces are definitely more profitable,” Joehnk says. “These huge spaces no longer are only for breakfast. They are used 24 hours a day instead of just three.” That’s particularly crucial at a time when hoteliers are looking for a greater share of guests’ wallets. “Measuring payback for design changes is difficult if not impossible. For a completely different client, McDonald’s, we know that the restaurant makes 10% to 20% more turnover when it is completely refurbished (without any change in the functions or menu),” Joehnk says. “Clearly, a nice bar and a good restaurant are going to keep guests in the hotel space, which drives additional profits.”

Go Natural
Natural fabrics, modern textures and contemporary color also modernize the look of this mid-tier portfolio without enforcing cookie-cutter uniformity. “Today, design is more about pleasing the guest than the housekeeping staff. These elements may not be as easy to clean, but they have a nice feel,” Joehnke says.

New uniforms carry through the same relaxed modern appeal. Cotton and linen continue to gain ground as first choices for staff apparel. Heavy patterns—whether in design elements or work wear—are out of vogue. Joehnk sees a move toward “less flashy colors” and less formal look. “The times when waiters look more sophisticated than guests are gone. We will be seeing more shirts and trousers than jackets and skirts,” he predicts.

Joehnk sees design as an evolving process. “Standardized design is a dream of some brand managers that will never become a reality. To become a major brand, the sheer number of hotels has to be so large that it is almost impossible to keep every one on the same design standard. A portfolio grows, with different designers and even different brand managers. Operational standards can be maintained. Service can be maintained. But color, form design? They have to change,” he adds.

The Takeaways
What makes a mid-tier hotel look outdated? Here are some definition for JOI Design managers Peter Joehnk and Corinna Kretschmar:

• Patterned carpet that simply helps housekeeping hide dirt
• Low suspended ceilings
• Dark colors
• Dividers
• Shiny, artificial materials

What’s In:

• Natural materials
• Wellness/green elements, “something clear and cool, not a green, grubby hippie style.”
• Less formal public spaces that are still private, cozy and easy.