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Why Invest in Mercure Global Hotel Development PDF Why Invest In Mercure Accor Global Development Q1 2021 HOTEL DEVELOPMENT POSITIONING USP’S NETWORK & PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES LOCALLY INSPIRED Every Mercure is a portal to a destination. Our teams are genuinely knowledgeable about the city and every detail of the decor tells a story about the location and its cultural heritage. While every Mercure hotel is unique, all share the same passion for high quality services. From the moment our guests step inside a Mercure – be it in Paris, Rio or Bangkok – they are immersed in their destination. Mercure, Locally inspired hotels. ENTHUSIASTIC GENUINE ENRICHED STIMULATED 2 HOTEL DEVELOPMENT POSITIONING USP’S NETWORK & PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES BRAND STORY Created in 1973, the brand is named after Mercury, the Roman God of Travelers and Commerce. At Mercure, we believe that travel connects guests to the locality and to people. This embodies the brand’s ambition to open up to the world, bring travel to another dimension & enlighten our guests to the world’s treasures. Mercure, Locally Inspired Hotels. 3 HOTEL DEVELOPMENT POSITIONING USP’S NETWORK & PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES A KNOWN & TRUSTED GLOBAL BRAND • 2nd largest global player (WW excl. North America) with +820 hotels across +60 countries • The highest price premium in its segment • A highly considered brand in its segment with +40% of conversion from awareness to consideration. 4 MERCURE JAKARTA BATAVIA, INDONESIA HOTEL DEVELOPMENT POSITIONING USP’S NETWORK & PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES A LOCALLY INSPIRED BRAND • A decorative design rooted in authentic values, elegance and local culture • Local products and specialties highlighted throughout the F&B guest experience • A brand programme, “Discover Local”, that brings the passion for local Food and Beverage discoveries to life in-hotels. 5 MERCURE POITIERS CENTRE, FRANCE HOTEL DEVELOPMENT POSITIONING USP’S NETWORK & PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES AUTHENTIC AND PASSIONATE TEAMS • A true sense of hospitality • A great perception of “genuinely pleasant staff” • A staff highly knowledgeable and passionate about its locality 6 HOTEL DEVELOPMENT POSITIONING USP’S NETWORK & PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES BRAND COMPETITION MATRIX THE MOST LOCALLY INSPIRED BRAND ON THE MIDSCALE SEGMENT STANDARDIZED LOCALLY INSPIRED UPSCALE UPPER ECO UPPER 7 HOTEL DEVELOPMENT POSITIONING USP’S NETWORK & PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES A GLOBAL FOOTPRINT OF 1,070 HOTELS OPEN AND IN THE PIPELINE 27% network + pipeline Northern Europe 280 36,377 15% North, Central 31 4,488 network + pipeline America & South East Asia Caribbean 21% 61 12,750 network + pipeline 33 9,312 Southern Europe 19% network + pipeline 301 29,487 20 2,015 Greater China NETWORK 875 hotels 114,926 rooms 87 15,646 PIPELINE 79 13,181 192 hotels 33,834 rooms 7% 62% 6% network + pipeline network + pipeline 5% 38% India, Middle East network + pipeline South America & Africa Pacific HOTEL ROOM NETWORK NETWORK PIPELINE PIPELINE FRANCHISE MANAGEMENT 35 6,548 60 7,945 17 3,213 51 6,173 4 493 O P E R A T I N G 8 1,132 MODE 8 All figures as of end December 2020 Breakdown network + pipeline by region is calculated by number of rooms HOTEL DEVELOPMENT POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES FLAGSHIPS 9 MERCURE BANGKOK SUKHUMVIT 11, THAILAND - 201 rooms HOTEL DEVELOPMENT POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES FLAGSHIPS 10 MERCURE ITAJAI, BRAZIL – 176 rooms HOTEL DEVELOPMENT POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES FLAGSHIPS 11 MERCURE BRIGHTON SEAFRONT HOTEL, UNITED KINDGOM – 116 rooms HOTEL DEVELOPMENT POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES FLAGSHIPS 12 MERCURE GLOUCESTER BOWDEN HALL, UNITED KINDGOM – 72 rooms HOTEL DEVELOPMENT POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES FLAGSHIPS 13 MERCURE HOTEL BERLIN WITTENBERGPLATZ, GERMANY – 183 rooms HOTEL DEVELOPMENT POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES FLAGSHIPS 14 MERCURE KALININGRAD, RUSSIA – 167 rooms HOTEL DEVELOPMENT POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES FLAGSHIPS 15 MERCURE LEEDS CENTRE HOTEL, UNITED KINDGOM – 59 rooms HOTEL DEVELOPMENT POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES FLAGSHIPS 16 MERCURE LUXEMBOURG OFF KIRCHBERG, Luxembourg – 74 rooms HOTEL DEVELOPMENT POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES FLAGSHIPS 17 MERCURE FIGEAC CHÂTEAU DU VIGUIER DU ROY, FRANCE HOTEL DEVELOPMENT POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES FLAGSHIPS 18 MERCURE SYDNEY ROUSE HILL, AUSTRALIA – 78 rooms HOTEL DEVELOPMENT POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES RESORTS 19 MERCURE MALDIVES KOODOO RESORT, MALDIVES – 70 villes HOTEL DEVELOPMENT POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES RESORTS 20 MERCURE SAMUI CHAWENG TANA HOTEL, THAILAND – 80 rooms HOTEL DEVELOPMENT POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES RESORTS 21 MERCURE RESORT QUEENSTOWN, NEW ZEALAND HOTEL DEVELOPMENT POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES LATEST OPENINGS 22 MERCURE SHENZEN PINGHU, CHINA – 102 rooms HOTEL DEVELOPMENT POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES LATEST OPENINGS 23 MERCURE PORTO CENTRO ALIADOS, PORTUGAl – 83 rooms HOTEL DEVELOPMENT POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES LATEST OPENINGS 24 MERCURE KYOTO STATION, JAPAN – 163 rooms HOTEL DEVELOPMENT POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES LATEST OPENINGS 25 MERCURE ROMA CORSO TRIESTE, ITALY HOTEL DEVELOPMENT POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES UPCOMING OPENINGS 26 MERCURE RIO DE JANEIRO COPACABANA, BRAZIL – 309 rooms HOTEL DEVELOPMENT POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES UPCOMING OPENINGS 27 MERCURE MOSCOW NEGGLYNAYA, RUSSIA – 102 rooms HOTEL DEVELOPMENT POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES UPCOMING OPENINGS 28 MERCURE OXFORD HAWKWELL HOUSE, UNITED KINGDOM – 77 rooms HOTEL DEVELOPMENT POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES UPCOMING OPENINGS 29 MERCURE JEDDAH, SAUDI ARABIA – 160 rooms HOTEL DEVELOPMENT POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES BRAND PROGRAM DISCOVER LOCAL At Mercure, we are proud to be locally inspired. Our Mercure hotels are characterized by the individuality of the places we reside. We take heart and inspiration from local food treasures and beverage pleasures. We celebrate local people as the cornerstones of culture, reconnecting with the curiosity that lives within us all. We can reignite the enjoyment of discovering authentic F&B, responsible, and truly local. Since April 2020 we have concentrated all our efforts on social media (because of the sanitary situation in- hotel events are not possible) to bring to life our passion for local F&B. 30 HOTEL DEVELOPMENT POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES SOCIAL HUB WARM, MULTISENSORY AND LOCALLY INSPIRED FOR TRAVELERS & LOCALS WELCOME SIGNATURE LOCAL GARDEN The welcome signature is where the hotelier and the guest meet for the first time. At Mercure, we want to minimize our This is also the first point of contact for the environmental impact by favoring short-circuit, guest with the locality. local and seasonal products. The local garden is the It is a key point of attention in the social hub, perfect tool to achieve this mission while translating the local inspiration of the designer, showcasing our passion for local food and beverage ensuring a clear and strong identification of the Mercure brand and welcoming the guest thanks to the staff. BRAND WALL MUSICAL AMBIANCE Made either of materials inspired by the locality, the hotel’s or the The music is eclectic, refreshing and destination’s story, the Brand Wall is a enriching to convey an inclusive and key point of attention in the social hub warm ambiance according to the translating the local inspiration of the moment of the day. designer. 31 HOTEL DEVELOPMENT POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE DESIGN & TECHNICAL SERVICES FOOD & BEVERAGE Food & Beverage is key when discovering a destination. Mercure’s F&B philosophy is articulated around a local, genuine and inclusive offer: Locally-sourced, seasonal and healthy products The right mix of local culinary specialties and international “classics” to fit all guests’ needs. 32 HOTEL DEVELOPMENT POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION
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