Paris – Mercure announced its accelerated global expansion and renovation plans of its hotels through a renewal program that includes activating its image to build strong and attractive services for customers, staff members and partners.
Worth to mention that Mercure is the third largest hotel chain in the world*, and the largest in Europe owning 500 hotels all over the world. It is the first in France, Germany, Brazil and Australia with expanding plans of its chain in countries which it already (exists) works in.
During 2011, which is considered as a record year for Mercure, the chain has achieved a record of yearly growth for its name, opening 80 hotels around the world, including 63 with government concessions. This expansion makes Mercure a key player in the central sector, which represents the main sector in the hotel services market, which strongly appeals to investors and franchise owners, making the trade name of Accor a cornerstone of steady expansion pace.
Mr. Christoph Aloxe; General Manager Of Mercure Hotel, France, commented that: ‘Mercure hotel chain is truly a global – local chain’, referring to the fact that Mercure is a global chain pattern, with local designs, as each hotel is inspired by the local culture of the place. He added; ‘Mercure leads in the first place of privileges, expertise, and managers making it ideal for applying Accor’s strategy.’
Mr. Aloxe added that; ‘The new renovations are based on reinterpretation of symbols of the local city the hotel is located in and wove it in its design. The idea is to give Mercure a worthy image of its chain history and heritage to enhance coherence with respect to local diversity. This renovation plan and new projects were met with great enthusiasm by the franchisees, which will benefit from brand’s strong name and its attractive, consistent hotels accordingly.’
Mr. Frederic Fontaine; Mercure ‘s First Deputy Director Of Marketing commented that; ‘The greatest challenge for the company was to set a strategy to maintain the brand’s identity for Mercury’s series globally, despite the fact that its hotels are not standardized in design. The company has inspired its designs from the heritage of the city the hotel is located in, in a consistent and attractive way, which has achieved a difficult equation and was perceived with great enthusiasm by everyone. ‘
Worth to mention that in 2010 the company began implementing its total (renovation) renewal plans. Today, around 50% of rooms have been renewed or improved to meet the level of the company’s vision. In 2012, Mercure confirmed its accelerated renovation steps to ensure that 10% – 15% (around 10000 rooms) of facility rooms will be renewed each year – depending on the nature of places geography and the refurbishment program which takes within 4 to 5 years to be completed.
Source: Press Release
