why invest in grand mercure - accor...why invest in grand mercure positioning | usp | network &...

20
WHY INVEST IN GRAND MERCURE © Zheng Hang Tian

Upload: others

Post on 19-Jul-2020

4 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: WHY INVEST IN GRAND MERCURE - Accor...WHY INVEST IN GRAND MERCURE POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION 44 HOTELS IN 11 COUNTRIES,

WHY INVESTIN GRAND MERCURE

© Z

hen

g H

an

g T

ian

Page 2: WHY INVEST IN GRAND MERCURE - Accor...WHY INVEST IN GRAND MERCURE POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION 44 HOTELS IN 11 COUNTRIES,

WHY INVEST IN GRAND MERCURE

POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION

BRINGING STORIES TO LIFE

Each Grand Mercure is a touchstone deep rooted in its

destination that invites the discovery of authentic

cultures and traditions. Rich narratives from our

warm and engaging staff bring stories to life, while

always delivering the universal sense of elegant

hospitality.

AUGUST 20172

AUTHENTIC REASSURING

WARMREFINED

Gra

nd

Mer

cure

Bei

jin

g D

on

gch

eng–

Ch

ina

© A

bac

a C

orp

ora

te/J

ames

Jasp

er

Page 3: WHY INVEST IN GRAND MERCURE - Accor...WHY INVEST IN GRAND MERCURE POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION 44 HOTELS IN 11 COUNTRIES,

WHY INVEST IN GRAND MERCURE

POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION3

A LOCAL BRAND ROOTED IN EACH DESTINATION

As

of

end

20

16

Mei Jue - China,

Maha Cipta - Indonesia,

Manee Pura - Thailand,

Alisa- India,

Majlis - the Middle East

of Grand Mercure customers

are either satisfied or very

satisfied by their stay

experience

90%

Le Club AccorHotels members represent

23%

5Local brands

of Grand Mercure room revenue

Gra

nd

Mer

cure

Pu

ka

Par

k R

eso

rt-N

ew-

Zea

lan

Aar

on

Sp

ence

AUGUST 2017

Page 4: WHY INVEST IN GRAND MERCURE - Accor...WHY INVEST IN GRAND MERCURE POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION 44 HOTELS IN 11 COUNTRIES,

WHY INVEST IN GRAND MERCURE

POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION

44 HOTELS IN 11 COUNTRIES, 38 HOTELS IN ASIA-PACIFIC

Net

wo

rk &

Pip

elin

e a

s o

f en

d J

un

e2

017

4 AUGUST 2017

ASIA PACIFIC

38 Hotels8,366 Rooms

Pipeline: +4,224 rooms

Grand Mercure Jakarta Harmonie, Indonesia © Carole Bellaiche

AFRICA MIDDLE-EAST

2 Hotels552 Rooms

Pipeline: +2,957 rooms

Majlis Grand Mercure Medina, Saudi Arabia © Adnan Chikhani

LATIN AMERICA

4 Hotels1,052 Rooms

Grand Mercure Rio de Janeiro Riocentro, Brazil © Tadeu Brunelli

NETWORK VS PIPELINE9,970 rooms 7,181 rooms

Page 5: WHY INVEST IN GRAND MERCURE - Accor...WHY INVEST IN GRAND MERCURE POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION 44 HOTELS IN 11 COUNTRIES,

WHY INVEST IN GRAND MERCURE

POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION5 AUGUST 2017

GRAND MERCURE PIPELINE

KEY UPCOMING OPENINGS

Sec

ure

dP

ipel

ine

fro

mJ

un

e2

017

to

Dec

emb

er2

02

2

AFRICA – MIDDLE-EASTANGOLA, BENGUELA, GRAND MERCURE IKA BENGUELA, 150 ROOMS

ANGOLA, CAIO LITORAL, GRAND MERCURE BINA CAIO LITORAL, 150 ROOMSANGOLA, LUBANGO, GRAND MERCURE IKA LUBANGO, 150 ROOMS

ANGOLA, NAMIBE, GRAND MERCURE IKA NAMIBE, 150 ROOMSANGOLA, ONDJIVA, GRAND MERCURE IKA LUANDA TALATONA, 150 ROOMS

ANGOLA, SOYO, GRAND MERCURE BINA SOYO, 80 ROOMSANGOLA, SUMBE, GRAND MERCURE IKA SUMBE, 150 ROOMS

NIGERIA, ABUJA, GRAND MERCURE ABUJA, 115 ROMSOMAN, MASQAT, MAJLIS MUSCAT GHALA, 150 ROOMS

QATAR, AD DAWHAH, MAJLIS DOHA C-RING ROAD, 283 ROOMSSAUDI ARABIA, JIDDAH, MAJLIS JEDDAH, 250 ROOMS

UNITED ARAB EMIRATES, DUBAI, GRAND MERCURE AL GARHOUD, 357 ROOMSUNITED ARAB EMIRATES, DUBAI, MAJLIS DUBAI SHEIKH ZAYED ROAD, 364 ROOMSUNITED ARAB EMIRATES, DUBAI, MAJLIS DUBAI JUMEIRAH TRIANGLE, 164 ROOMS

ASPACCHINA, GUANGZHOU, GRAND MERCURE GUANGZHOU ZHUJIANG NEW TOWN,

INDIA, BENGALURU, GRAND MERCURE BENGALURU AT GOPALAN MALL, 206 ROOMSSOUTH KOREA, SEOUL, GRAND MERCURE AMBASSADOR SEOUL, 202 ROOMS

Page 6: WHY INVEST IN GRAND MERCURE - Accor...WHY INVEST IN GRAND MERCURE POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION 44 HOTELS IN 11 COUNTRIES,

WHY INVEST IN GRAND MERCURE

POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION

FLAGSHIPS

6 AUGUST 2017

Grand Mercure Jakarta Harmoni - Indonesia

© G

abri

el U

lun

gW

icak

son

o

Page 7: WHY INVEST IN GRAND MERCURE - Accor...WHY INVEST IN GRAND MERCURE POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION 44 HOTELS IN 11 COUNTRIES,

WHY INVEST IN GRAND MERCURE

POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION

FLAGSHIPS

7 AUGUST 2017

Grand Mercure Phuket Patong - Thailand

© S

uk

san

Sam

ran

rit

Page 8: WHY INVEST IN GRAND MERCURE - Accor...WHY INVEST IN GRAND MERCURE POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION 44 HOTELS IN 11 COUNTRIES,

WHY INVEST IN GRAND MERCURE

POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION

FLAGSHIPS

8 AUGUST 2017

Grand Mercure Shanghai Central - China

© C

aro

le B

ella

ich

e

Page 9: WHY INVEST IN GRAND MERCURE - Accor...WHY INVEST IN GRAND MERCURE POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION 44 HOTELS IN 11 COUNTRIES,

WHY INVEST IN GRAND MERCURE

POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION

FLAGSHIPS

9 AUGUST 2017

Grand Mercure Beijing Dongcheng - China

© A

bac

a C

orp

ora

te/J

ames

Jasp

er

Page 10: WHY INVEST IN GRAND MERCURE - Accor...WHY INVEST IN GRAND MERCURE POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION 44 HOTELS IN 11 COUNTRIES,

WHY INVEST IN GRAND MERCURE

POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION

FLAGSHIPS

10 AUGUST 2017

Grand Mercure Sao Paulo Ibarapuera - Brazil

© T

adeu

Bru

nel

li

Page 11: WHY INVEST IN GRAND MERCURE - Accor...WHY INVEST IN GRAND MERCURE POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION 44 HOTELS IN 11 COUNTRIES,

WHY INVEST IN GRAND MERCURE

POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION

LATEST OPENINGS

11 AUGUST 2017

© G

abri

el U

lun

gW

icak

son

o

Grand Mercure Maha Cipta Jakarta Kemayoran - Indonesia

Page 12: WHY INVEST IN GRAND MERCURE - Accor...WHY INVEST IN GRAND MERCURE POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION 44 HOTELS IN 11 COUNTRIES,

WHY INVEST IN GRAND MERCURE

POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION

LATEST OPENINGS

12 AUGUST 2017

© M

inh

Tan

g

Grand Mercure Qingdao Nanshan Resort - China

Page 13: WHY INVEST IN GRAND MERCURE - Accor...WHY INVEST IN GRAND MERCURE POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION 44 HOTELS IN 11 COUNTRIES,

WHY INVEST IN GRAND MERCURE

POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION

LATEST OPENINGS

13 AUGUST 2017

© T

adeu

Bru

nel

li

Grand Mercure Rio de Janeiro Rio Centro - Brazil

Page 14: WHY INVEST IN GRAND MERCURE - Accor...WHY INVEST IN GRAND MERCURE POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION 44 HOTELS IN 11 COUNTRIES,

WHY INVEST IN GRAND MERCURE

POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION

SENSE OF WELCOME – PUBLIC SPACES

Locally inspired design

Meeting rooms and a ballroom

Business centre

Recreational facilities, such as KTV or a games

room

14 AUGUST 2017

© A

cco

rHo

tels

Ph

oto

LIb

rary

Page 15: WHY INVEST IN GRAND MERCURE - Accor...WHY INVEST IN GRAND MERCURE POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION 44 HOTELS IN 11 COUNTRIES,

WHY INVEST IN GRAND MERCURE

POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION

SENSE OF FOOD AND BEVERAGE

All day dining restaurant

Lobby Bar Specialty restaurant

15 AUGUST 2017

In China, tea is traditionally served to welcome guests. Grand Mercure Hotels and Resorts in China bring this to life through locally sourced loose tea and tea

sets in every room.

© A

cco

rHo

tels

Ph

oto

LIb

rary

Page 16: WHY INVEST IN GRAND MERCURE - Accor...WHY INVEST IN GRAND MERCURE POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION 44 HOTELS IN 11 COUNTRIES,

WHY INVEST IN GRAND MERCURE

POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION

SENSE OF WELLNESS & SPA

16 AUGUST 2017

Locally inspired design

Gymnasium

Swimming Pool

Daily rituals of Tai Chi in China, complimentary yoga and

mediation sessions in India, signature foot reflexology and

traditional Thai massage in Thailand, all express the sense of

wellness brand pillar.

Grand Mercure guest amenities are locally produced, showcasing the local flora, herbs and spices.

© A

cco

rHo

tels

Ph

oto

LIb

rary

Page 17: WHY INVEST IN GRAND MERCURE - Accor...WHY INVEST IN GRAND MERCURE POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION 44 HOTELS IN 11 COUNTRIES,

WHY INVEST IN GRAND MERCURE

POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION

SENSE OF CULTURE AND DISCOVERY

17 AUGUST 2017

Local art and accessories

Locally inspired design

Each Grand Mercure creates a city discovery tour in which

guests are guided away from ‘the beaten track’ to discover

galleries, food markets and local sites usually only experienced by those living in the neighborhood.

© A

cco

rHo

tels

Ph

oto

LIb

rary

Page 18: WHY INVEST IN GRAND MERCURE - Accor...WHY INVEST IN GRAND MERCURE POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION 44 HOTELS IN 11 COUNTRIES,

WHY INVEST IN GRAND MERCURE

POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION18 AUGUST 2017

As

of

end

20

16

FOCUS WEB DIRECTGRANDMERCURE.COM +

ACCORHOTELS.COM + MOBILE WEBSITES

€12MGRAND MERCURE ROOM REVENUE

ACCORHOTELS DISTRIBUTION SOLUTIONS

37%HOTELPMS

62%ACCORHOTELS

CENTRAL RESERVATION

SYSTEM

CALL CENTERS, INTRA HOTEL & CLUSTER SERVICES

ACCORHOTELS WEBWEBSITES, MOBILE SITES & APP

WEB PARTNERS (OTAS)

GDS/IDS

34% DIRECT SALES

28% INDIRECT SALES

17%

17%

21%

7%

Page 19: WHY INVEST IN GRAND MERCURE - Accor...WHY INVEST IN GRAND MERCURE POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION 44 HOTELS IN 11 COUNTRIES,

WHY INVEST IN GRAND MERCURE

POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION

A GLOBAL & MULTIBRAND LOYALTY PROGRAM

19 AUGUST 2017

32,000,000MEMBERS

20,000DAILY RECRUITMENTS

Asia18%

Pacific9%

France13%

UK & IE12%

Germany6%

Rest ofEurope

21%

Others5%

North America

6%

South America11%

Le Club AccorHotels members represent

23%of Grand Mercure room revenue

Le Club AccorHotels members spent

2 times more oftenmore than non members

Le Club AccorHotels is

an international program:

As

of

end

20

16

Page 20: WHY INVEST IN GRAND MERCURE - Accor...WHY INVEST IN GRAND MERCURE POSITIONING | USP | NETWORK & PIPELINE | KEY IDENTIFIERS | DISTRIBUTION | COMMUNICATION 44 HOTELS IN 11 COUNTRIES,

WHY INVEST IN GRAND MERCURE

China

Indonesia

Middle East

India

Thailand