Mercure reports halfway stage of global brand refurbishment
Mecure - the midscale brand from Accor - is injecting new life into its portfolio of 725 hotels worldwide with a design that is delivered with a 40% reduction in cost, time and noise.
The French-based company confirmed that nearly 50% of the brands' rooms have been renovated or are in line with the Mercure vision, which allows some element of individuality within a coherent design. Currently 10% to 15% (10,000 bedrooms) of hotels within the Mercure brand are being refurbished each year, with the full renovation programme expected to be completed within four to five years.
The cost-effective design concept has been inspired by management practices gleaned from the auto industry and involve a modular refubishment of the bedrooms and bathrooms. A trend book provides two different design options for each of the room styles (contemporary, classical and traditional) with specific furniture, material and colour scheme selected for each style.
"The renovations are based on a reinterpretation of the codes of the city in which the hotel is located," said Frederic Fontaine, senior vice-president, brand marketing, Mercure. "The idea is to give Mercure an image worthy of its network, to reinforce its coherence while respecting its diversity."
Nearly 75% of the Mercure network, which is growing by one new opening a week, is operated under franchise or management contract. Of the 186 Accor hotels in the UK, 70 are operated under the Mercure brand.
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By Janet Harmer
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