Diapositive 1

accor

Diapositive 1

MERCURE PRESENTATION

Date 16/02/2012


CONTENTS

I/ INTRODUCTION

II/ BRAND PRESENTATION

III/ PRODUCT AND SERVICES

IV/ RESULTS


I/ INTRODUCTION


ORIGINS

With its flexible non-standardized approach, Mercure has developed through a quick expansion by

acquisitions and seducing franchisees. This growth led to a large network ranging from 2 to 4 stars

hotels but also to a certain lack of brand consistency. To cope with this and help customers get some

points of reference, Mercure had to structure its offers and adopted different strategies over the years:

Number

of hotels

700

600

500

400

300

200

100

1973: 1 st hotel

1995

Segmentation

Strategy:

Relais Mercure,

Hôtel Mercure,

Grand Hôtel Mercure

1993: 200 hotels

15 countries

1989: 100 hotels

2003: +700 hotels

47 countries

1999: 560 hotels

2001

M segmentation

2003

Stars segmentation

2011: 725 hotels

49 counties

1970 1975 1980 1985 1990 1995 2000 2005 2010 2015

2007

Consolidation

Strategy

Date

4


MERCURE,

INTERNATIONAL WITH A STRONG EUROPEAN BASE

Dec.2011 : 725 hotels – 89260 rooms – 49 countries

LATIN AMERICA

& CARIBBEAN

69 hotels (10%) – 9140 rms (10%)

+80 openings in 2011, of which

63 (franchised, managed hotels)

Figures as of 31 Dec. 2011

FRANCE

228 hotels (31%) - 21808 rms (24%)

MIDDLE EAST

& AFRICA

29 hotels (4%) – 4836 rms (5%)

To point out :

UK +38 hotels +3625 rooms

Australia +11 hotels +1168 rooms

EUROPE

(excl. France)

277 hotels (38%) - 35419 rms (40%)

ASIA PACIFIC

122 hotels (17%) – 18057 (20%)

New countries in 2011 :

• Chile

• Czech Republic

In Feb.2012, Russia is joining Mercure

5


2011 PORTFOLIO BY MANAGEMENT STATUS

Target (%) in 2015

Franchised

46% (48%)

In number of hotels

Franchised

or Managed

72% (78%)

Global network (as of 31 December 2011)

Managed

27% (30%)

Subsidiaries

28% (22%)

(Franchised / Managed ) :+6 pts versus

2010

Subsidiaries -4 pts versus 2010

Mercure

worldwide

Number of hotels

Subsidiary 201 28%

Franchised 330 46%

Managed 194 27%

Total 725 100%

6


MERCURE, THE LEADING MIDSCALE BRAND OF ACCOR

7


MERCURE VS COMPETITORS ON KEY MARKETS

Midscale

segment

Size of network

15 000

10 000

5 000

FRANCE –

n°1

232 hotels

22 056 rooms

270 hotels

14 154 rooms

29 hotels

3630 rooms

8 hotels

800 rooms

GERMANY –

n°2

158 hotels

15 197 rooms

109 hotels

15 458 rooms

60 hotels

10 707rooms

35 hotels

7751 rooms

36 hotels

10 689rooms

UK –

n°12 in May

(n°3 in Dec)

124 hotels

18 658 rooms

263 hotels

13 558 rooms

76 hotels

8504 rooms

24 hotel

6026 rooms

44 hotels

4455 rooms

ITALY –

N°7

158 hotels

11 188 rooms

54 hotels

8531 rooms

24 hotels

2464 rooms

21 hotels

3 165 rooms

BRAZIL –

N°1

58 hotels

8465 rooms

23 hotels

4123 rooms

37 hotels

2732 rooms

Independent hotels do not appear on this chart.

Countries which do not appear have no real chain competition

AUSTRALIA

–N°1

55 hotels

6097 rooms

175 hotels

6016 rooms

31 hotels

5960 rooms

15 hotels

3439 rooms

Source: STR May 2011

8


II/ BRAND PRESENTATION


MERCURE POSITIONING

OUR MISSION IDENTITY CARD

A genuine hotel experience

guaranteed by a strong brand.

Whether on a business or leisure trip,

Mercure promises the stay will be a

success through the unique combination

it offers:

The strength of an international network

of 725 hotels with guaranteed quality

standards

And the genuine experience of hotels, all

different, rooted in their local community

and managed by passionate hoteliers.

A real experience

Individual hotels with personality

Local touches

Quality guaranteed by the brand

For business and leisure travellers

Wide choice of location and usage

Shared identity items

Friendly professionals with a passion for

service

Quality system (and soon guaranteed)

“Experience” based Brand fundamentals

Branded Offers: Distribution, Pricing Offers,

Communication

Wine and dine: Grands Vins, generous

breakfast, …

10


AN ATTRACTIVE DIVERSITY

OF LOCATIONS & PROFILES

Downtown Capital & major cities 44%

Secondary cities 28%

Stopover 1%

Suburbs Capitals & major cities 14%

Airports 4%

Sea, country, mountain, resort destinations 12%

Nb : hotels may belong to 2 profiles so total exceeds 100% ; this breakdown is solely based on

location and will be reviewed to incorporate major specifics such as provision of meeting space.

BRAZIL

THAILAND

FRANCE UNITED KINGDOM

GERMANY

11


CUSTOMERS

64%

ORIGIN

36%

Domestic Interna-

tional

PURPOSE

OF STAY

66%

Business

34%

Leisure

Mercure welcomes +/- 70.000 customers

a day*

* Est. 2009

They stay on average 1,4 nights

Business Individual (46%)

Leisure Individual and FIT (28%)

Business Groups and crews (17%)

Leisure Groups (9%)

Source: MRCI analysis using GSS, MKG Guest Profile, BPM, CP 2007/8

Countries covered: FR, DE, Bra, UK, China, AUS,NZ, NL, ITL, PL, HU, Thailand, Indonesia, CH (85% of worldwide network covered)

12


III/ PRODUCT & SERVICES


III-1/ PRODUCT


MERCURE PRODUCTS – THE BEDROOMS

Bed as a masterpiece, comfortable and spacious

Bedding 160/200 double and 100/200 single

Quilt, 4 pillows , 2 decorative cushions and Counterpane

Quality bedding and linen in accordance with Mercure

standards

Facilities dedicated to comfort working perfectly

Individual temperature control

Maximum noise insulation

Total room black out required

Modularity of furniture (movable tables)

Wardrobe storage

Good room lighting specs

Individual reading lights

Equipments to ensure an enjoyable stay

Free internet access

Flat screen TV min 32 inch

Tea and coffee making facilities

Individual laptop size safe

24/7 snacking facilities : minibar, room service, boutique

2 glasses and tray (if minibar)

15


MERCURE PRODUCTS – THE BATHROOMS

Facilities and equipments to the top!

Clean bathroom with quality equipment , in

good operating condition and sparkling clean.

Bath tub size 70/160 min

Shower size 80/120 or 90 diameter min

Wall or ceiling mounted rain shower

Glazed separation (no curtain)

Facial lighting and Magnifying mirror

Mixer taps and large washbasin

Listed toweling items

Mercure and Me bathroom amenities

Hair dryer with international shaver socket

In Privilège rooms

+ Bath robe 1 to 2

+ Slippers

+ Additional guest amenities

16


MERCURE PRODUCTS – THE LOBBY

Entrance and lobby express the personality

of the hotel

Entrance and lobby warm and welcoming

Free internet access wifi or PC

Brand brochure dispenser

Static or dynamic brand signage

Well lit lobby

Music in the lobby

Magazines and newspapers free reading point

Comfortable and welcoming seating areas

Fresh flowers, sweets or fruits

Luggage storage room

17


MERCURE PRODUCTS – RESTAURATION & BAR

Quality and simplicity all times of the day

24/7 snacking or room service

Healthy and local food experience

Combining high quality and simplicity

Service quality and consistency

Generosity and variety at breakfast

Breakfast room mandatory

Breakfast buffet or room service

Quality and consistency with a wide range of

products

Restaurant-bar based on location

Grands Vins Mercure offer

Large range of drinks

A friendly and attentive staff

18


MERCURE PRODUCTS – MEETING ROOMS

Comfortable and efficient facilities in a

good working environment

Dynamic brand signage

Noise insulation

Individual temperature control

Natural Lighting in priority

Different sources for electric lights

Sufficient space for each participant

Minimum size tables (80 by 60cm)

Comfortable chairs specs

Modern technological equipments, ready to use

Internet access / WIFI

Refrigerated drinks

guest amenities (pens, fresh drinks, sweets).

19


MERCURE PRODUCTS – FITNESS & SPA

Energizing space dedicated to physical activity

Fitness centre over 150 rooms

Latest generation equipments

Noise insulation and temperature control

Natural Lighting in priority

Energizing lights for fitness

Relaxing space for the well being

In complement of fitness centre

Hammam, sauna, as a minimum

Interior swimming pool

Natural Lighting for swimming pool

Soft and relaxing lights

Transat, chairs…

20


MERCURE PRODUCTS – LEISURES ACTIVITIES

Mountains or seaside, leisure's activities are

everywhere !

Swimming pool in all seaside and mountain hotels

Fitness centre & relaxing areas

Shop with press and magazine, clothing adapted to the

region, daily life products, local products

A cozy bar to encourage exchanges and relaxation

Quality lighting for all outdoor areas

Playground for children (seaside hotels)

Sun protection shelters in all relaxing areas (seaside hotels)

A large luggage room at the reception for client luggage

(suitcases, pairs of skis, boots ...) (mountain hotels)

A locker room with storage racks with a direct access to

the outside (mountains hotels)

21


III-2/ SERVICES


STRONG BRAND IDENTITY THROUGH TRANSVERSAL

SERVICES

24/7 F&B facilities

Local flavours & recipes either at

breakfast, lunch or dinner

Eco bedding

Eco labellised amenities

Carbon Free Meeting

23


IV/ RESULTS


DYNAMIC COMMUNICATION

A campaign rolled out in more than 15 countries

A strong and positive leader tone of voice

A single signature worldwide

An attractive and differentiating creative

Expressing the brand vitality and diversity

as a strength

A positive and aspirational client promise

through the original addition of benefits

A good balance between rational and emotional

A positive message for partners and teams

An easy to use toolbox for roll out

25


A FLEXIBLE COMMUNICATION TERRITORY

PROMOTING BRAND, PRODUCT AND PROMOTIONS ON BOTH TARGETS : LEISURE AND BUSINESS

BRAND

INTERNET

BUSINESS

PRODUCTS

LEISURE

PRODUCTS

OPENING PROMOTIONAL

OFFER

26


A FLEXIBLE COMMUNICATION TERRITORY

GERMANY

PROMOTING BRAND, PRODUCT AND PROMOTIONS ON BOTH TARGETS

FRANCE

EUROPE (online)

27


BRAND AWARENESS

France

Australia

5

3

Netherlands 1 8

Germany

Austria

3 12

3 9

Belgium 1 8

Switzerland 1 5

Poland 1 2

Italy 1 3

12

Great Britain 0 1 15

Mercure brand awareness by country

2011

Top of

mind

Spontaneous

23

12

17

19

Total

awareness

35

43

54

50

63

Source : Awareness tracking 2010 report, TNS Sofres

78

Evol.

Versus

2009

-1 pt

+7 pt

vs. 2010

-9 pt

+5 pt

+1pt

-5 pt

-1pt

-5 pt

0 pt

+1 pt

France

UK

Germany

Italy

Competitive total awareness

3-4* segment, 2011

0%

HI Express

HI Express

BW

Novotel

Ramada BW

Novotel

Radisson

Novotel

BW

BW

Holiday Inn

Total awareness

HI Express

Holiday Inn

Holiday Inn

Novotel

Holiday Inn

100%

28


MERCURE QUALITY & AWARDS


MERCURE AWARDS

Mercure Warszawa Grand scoops the "2011 Hotel of the

Year" award

The Mercure Warszawa Grand hotel was awarded the title of "2011

Hotel of the Year". This prize is awarded by the Polish central

certification bureau in partnership with the "Gazeta Finansowa"

newspaper to honour the work of the teams in terms of service

quality.

In the process, Mercure Warszawa Grand joins the Top 12 hotels

having received this award in the country.

Mercure Johannesburg Randburg wins award for its

fair-trade drive

The FTTSA (Fair Trade in Tourism South Africa), the NGO that is

spearheading responsible tourism in that country, organised the

first Fair Trade Excellence Award ceremony on 7 May 2011 to

reward tourism-sector companies' efforts on that front.

This year, the Mercure Johannesburg Randburg won the prize in the

Fair Trade Excellence in the Workplace category on account of its

efforts to respect its working environment and culture.

30


Distribution


Accor Distribution

The advantage of 2 major Distribution networks

Source: OSA & TARS (Mercure DMR YTD 2011)

32


Accor Distribution

An efficient and performing online presence

Source: OSA & TARS (Mercure DMR YTD 2011)

33


Mercure TARS Contribution

2011

Source: OSA & TARS (Mercure DMR YTD 2011)

TARS

Contribution

46%

+3.4pts

Premium ARR

vs Hotel : +21.6%

37.3%

+ 3.9 pts

DIRECT Sales

25%

53.9%

+ 3.9 pts

23.5%

+ 10.9 pts

19.8%

+ 1.6 pts

INDIRECT Sales

21%

+1.1pts +2.4pts

Premium ARR

vs Hotel : +26%

Premium ARR

vs Hotel : +17.7%

TARS contribution per continent

16.6%

+ 0.1 pts

32.6%

+ 0.3 pts

34


Accor web performances – 2011

Mercure hotels – Turnover

Accor web :

Accorhotels.com: 66%

Mercure.com: 34%

TOP 10 emitting countries TOP 10 receiving countries

Source : Accor Web Report YTD Dec 2011

FRANCE 38%

GERMANY 12%

BRAZIL 10%

AUSTRALIA 10%

UNITED KINGDOM 7%

ITALY 4%

NETHERLANDS 2%

AUSTRIA 2%

SINGAPORE 1%

NEW ZEALAND 1%

35


Mercure.com

A new website launched in 2011


Mercure.com

2011, the year of renewal

Revamped in March 2011

New design

New functionalities

New offers

8 languages

25 geolocalized versions (managed by countries)

Africa FR, Africa GB

Belgium FR, Belgium NL

Germany

Spain

France

Italy

Netherland

Austria

Portugal

Switzerland FR and DE

UK

Brazil

Asia

Australia

NZ & Fiji

and 7 default versions (central)

37


Mercure.com

2011, the year of renewal

PUSH OPPORTUNITIES ON MERCURE.COM

Business

trips

Meetings &

seminars

Weekends &

holidays

Golf

Airport

Wellness

38


Promotional activity


Pricing

Building a stronger Brand

PRICING CLARIFY THE BRAND

PROMISE

A catalogue of Mercure branded offers able to match the diversity of our network, the various

distribution Develop needs International of our hotels flows and key customer segments.

(Website and summer plan)

City offers

Clustered Brand offers

Wellness offers

Gourmet offers

Mountain offers

Airport offers

Business offers

Early booking

Family offers

Golf offers

Seaside offers

Increase attractiveness,

customer loyalty.

Enhance the performance of our

direct channels.

Increase international flows.

Reflect the Brand values.

40


Loyalty program


Loyalty program

Le Club Accorhotels

CLARIFY THE BRAND

PROMISE

Develop International flows

LOYALTY

(Website and summer plan)

Free program

FAVORITE GUESTS BUSINESS

Subscription

Active Stays pattern (in 2011):

Average stays per active members: 2 stays

Average nights per active members: 4 nights

Premium Average room rate: +26%

42


mercure.com

725 hotels worldwide

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