Mercure ramps up expansion plans in mid-scale market

The Accor-owned Mercure hotel brand has confirmed it will accelerate its expansion and the revamping of its hotels with a new global refurbishment program. The chain also plans to reinvigorate its image by continuing to build a strong, attractive and coherent brand for its customers, teams and partners. Mercure is the third largest hotel chain in the world in the mid-scale segment and the largest in Europe, where it has 500 hotels. It is the leader in France, Germany, Brazil and Australia and is expanding its network in the countries where it already operates, notably in the United Kingdom and Italy. Last year was a record growth year for the brand which opened 80 hotels worldwide, including 63 under franchise contracts. Mercure continues to expand in large cities and on average opens establishments in two new countries a year. In 2012, the brand opened its first hotels in Russia and South Korea, respectively the Mercure Arbat Moscow and Mercure Seoul Ambassador Gangnam Sodowe. In 2013, the brand will continue to expand in Eastern Europe and will also develop its network in Latin America. “In order to maintain our average rate of more than one opening a week and our network of 725 hotels, we have created a brand strategy that will guarantee a coherent global network, even though it consists of non-standardised hotels,” declared Frédéric Fontaine, senior vice president global brand marketing Mercure. Refurbishment Program In 2010, the brand kicked-off its global refurbishment program. Today, close to 50 per cent of the brand’s rooms have been renovated or are in line with the brand’s new vision. In 2012, Mercure confirms this renovation pace which ensures that ten to 15 per cent (10,000 bedrooms) of its establishments are refurbished each year – depending on the geographic regions – and that the renovation program will be completed within four to five years. “The renovations are based on a reinterpretation of the codes of the city in which the hotel is located. “The idea is to give Mercure an image worthy of its network, to reinforce its coherence while respecting its diversity. “The project has been met with great enthusiasm by the franchisees, who will benefit from the image of a strong, attractive and coherent brand,” added Fontaine.