DISCOVER THE WORLD OF MERCURE - Orbis
Transcript of DISCOVER THE WORLD OF MERCURE - Orbis
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DISCOVER THE WORLD OF MERCURE
APRIL 2011
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DISCOVER THE WORLD OF MERCURE…
� A strong worldwide brand
� A brand with personality committed to quality
� A brand serving business and leisure guests
� A dynamic brand communication
� A powerful distribution and loyalty
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A STRONG WORLDWIDE BRAND
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MERCURE, THE LEADING MIDSCALE BRAND OF ACCOR
Luxury
Upscale
Midscale
Economy
Budget
Standardized Non-standardized Extended stay Associatedexpertises
In Europe
Outside Europe
In France
700 HOTELS
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The leading operator* in the mid-scale market� 50 countries, 25,800 staff
� 700 hotels & 83,428 rooms
� Over 70 000 guests every day in Mercure hotels
Data as of 1st January 2010 - *in number of hotels either managed or operated by Mercure as of end of 2009
MERCURE, THE LEADING MIDSCALE HOTEL OPERATOR WORLDWIDE
The leading brand in key hotel markets� Europe (France, Germany…) Brazil, Australia, …
A real experience� For business and leisure travellers
� Great location diversity: from city-centers to resorts
� The impeccable standards of a well-known brand
� A brand of ACCOR
Shared identity items� Individual hotels with personality and local touches
� Unparalleled hospitality know-how
� The “Privilège” Room
� Meeting rooms, business centers…
� Wine and dine: Grands Vins, Cups and tastes, generous breakfast, …
IDENTITY CARD
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MERCURE ON DOMESTIC MARKET – POLAND(End July 2012)
GDAŃSK
MRĄGOWO
WARSZAWA
LUBLIN
ZAKOPANE
CZĘSTOCHOWA
OPOLE
WROCŁAW
JELENIA GÓRA
KARPACZ
POZNAŃ
TORUŃ
ZAMOŚĆ
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A WELL BALANCED PORTFOLIO BY MANAGEMENT STATUS
Global network (as of December 2010)
Franchised40% (48%)
Managed28% (30%)
Subsidiaries 32% (22%)
(%) in 2015
Franchisedor Managed
66% (78%)
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40 OPENINGS IN 2009 IN THE WORLD� 18 in Europe
� 10 in Oceania
� 11 in Asia
� 1 in America
including Bangalore, Riyadh, Sapporo,Biarritz, Koh Samui, Madrid, Hanoï …
+/- 300 NEW HOTELS BY 2015Development to be done in all continents but mainly in Europe and through Franchise (70%) or in ASPAC through management (20%).
32 OPENINGS IN 2010 in Belgium (Brussels and Louvain), China (Beijing and Shanghai), France (Chartres), India (Hyderabad and Lavasa), Slovakia (Bratislava), Spain (Madrid), UK (London, Southampton)
A DYNAMIC DEVELOPMENT, 1,000 HOTELS BY 2015
BANGALORE - INDIA
BEIJING - CHINA
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A BRAND WITH PERSONALITYCOMMITTED TO QUALITY
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MERCURE PROMISE
A genuine hotel experience guaranteed by a strongbrand.
Whether you are on a business or leisure trip,Mercure promises your stay will be a successthrough the unique combination it offers:� the strength of an international network of 700hotels with guaranteed quality standards� and the genuine experience of hotels, all different,rooted in their local community and managed bypassionate hoteliers.
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THE ART OF HOSPITALITY
Mercure as experienced by customers…
Source : IPSOS STUDY DEC. 2009 - JAN. 2010
“I feel at home when I see the warm smile of the staff”
(Xian, China, Leisure)
“The assistanceis nice, smooth, fast.”
(Sao Paulo - Brazil,Business)
“I had a very nice experience, I wastraveling with my fiancé, they knew wewere engaged, when we got to the room,there was a rose on the bed. I thought itwas super cool.”
( Sao Paulo, Brazil, Leisure)
“Reception is great, those girls are terrific, theminute you walk in there’s a smile, here’s yourroom number, here’s where you’re going, but notonly that, when we asked about stuff, becausewe’ve never been here before, she knew exactlywhere to send us.”
(Bristol, UK, Leisure)
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MERCURE’S COMMITED TO MEASURABLE QUALITY
“Thinking about your overall stay, how satisfied were you with your overall experience as a guest?”
(10-point scale)
41%
% of satisfied guests (scores 7-10)% of very satisfied guests (scores 9 -10)
*Source: Guest Satisfaction Survey 2009 (MKG/Medallia)(1) Based on average value for five key countries
CLIENTS’ SATISFACTION RATES*
Satisfied
Very Satisfied
Mercure is proud of its diversity but isstringent on quality standards with theworldwide implementation and control of:
1. Brand Vision mystery audits
2. Hygiene audits (rooms and F&B)
3. Guest on line satisfaction surveys with ongoing monitoring
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THE MERCURE EXPERIENCE
DIJON CENTRE DIEPPE LA PRESIDENCE
VERSAILLES CHATEAUPARIS GARE DE LYONPERPIGNAN CENTRE
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THE MERCURE EXPERIENCE
BRATISLAVA CENTRUMCASTLE WINDSOR
MADRID SANTO DOMINGOLYON LES BROTTEAUX PARIS MONTMARTRE
UTRECHT NIEUWEGEIN
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THE MERCURE EXPERIENCE
MERCURE GRAND WARSZAWA
MERCURE HEVELIUS GDAŃSK
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Mini fridge*Bath robe
* In addition to still mineral water :1 sparkling water, 2 sodas, 1 orange juice – in participating hotels
Free newspaperwith Privilege label
Coffee & tea making facility (preferably
expresso)Free mineral
water
THE MERCURE PRIVILEGE ROOM
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MERCURE WINE & DINE STYLES
VIENNE WIEN_ZENTRUMBIARRITZ LE PRESIDENT
AMSTERDAM ARTHUR FROMMERQUIMPER CENTRE
BERLIN CITY WEST
FRANKFURT NEU ISENBURG
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MERCURE WINE & DINE STYLES
BERLIN CITY WEST
EASTGATE HOTEL OXFORD
ANNEMASSE WARSAW GRAND
PARIS PORTE DE VERSAILLES VAUGIRARD CHATELAILLON LES 3 ILETS
NUREMBERG FÜRTH
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MERCURE WINE & DINE STYLES
MERCURE HEVELIUS GDAŃSK MERCURE PANORAMA WROCLAW
MERCURE GRAND WARSZAWA
MERCURE MRONGOVIA RESORT&SPA
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MERCURE WINE & DINE LOCAL FLAVOURS
Mercure thrives to offer clients a journey into local flavourseither at breakfast, lunch or
dinner or even at the bar, but always with quality products.
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Mercure selection of wines at unbeatable prices Also available by the glass.
GRANDS VINS MERCURE*
Guests share a moment of pleasure and discovery and choose from our 4 different
family of flavours.
The MercureEchansonsare specially trained to provide the right advice…
*In participating hotels
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A BRAND SERVING BUSINESS & LEISURE GUESTS
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AN ATTRACTIVE DIVERSITY OF LOCATIONS & PROFILESWorldwide
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 onlocation and will be reviewed to incorporate major specifics such as provision of meeting space.
BRAZIL
UNITED KINGDOM
THAILAND
FRANCE FRANCE
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AN ATTRACTIVE DIVERSITY OF LOCATIONS & PROFILESPoland
Nb : hotels may belong to 2 profiles so total exceeds 100% ; this breakdown is solely based onlocation and will be reviewed to incorporate major specifics such as provision of meeting space.
WARSZAWA
GDAŃSK
POZNAŃ ZAKOPANE
Downtown Capital & major cities 15,3 %
Secondary cities 46,2 %
Stopover 0 %
Suburbs Capitals & major cities 7,7 %
Airports 0 %
Sea, country, mountain, resort destinations 30,7 %
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63% Business 37% Leisure
Global network excl. franchisees (12/2010)
BOTH BUSINESS AND LEISURE (worldwide and in % of total revenue)
Business Individual (46%)
Leisure Individual (25%)
Business Groups (17%)
Leisure Groups (12%)
Male Female
33%
67%
Source: MRCI analysis using GSS, MKG Guest Profile, BPM, CP 2007/8Countries covered: FR, DE, Bra, UK, China, AUS,NZ, NL, ITL, PL, HU, Thailand, Indonesia, CH (85% of worldwide network covered)
Domestic Interna-tional
LeisureBusiness< 35 35 to 55 > 55 Low LowMedium
HighMediumHigh
AN ATTRACTIVE GUEST PROFILE
AN ATTRACTIVE GUEST SEGMENTATION AND PROFILE
36%
64%
37%
63%
18%
53%
29% 9%
35% 39%
17%
GENDER AGE ORIGINPURPOSEOF STAY INCOME
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A BRAND FOR ALL GUESTS’ NEEDS - WORLDWIDE
TAILORED FOR BUSINESS IDEAL FOR LEISURE
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A BRAND FOR ALL GUESTS’ NEEDS - POLAND
TAILORED FOR BUSINESS IDEAL FOR LEISURE
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A DYNAMIC BRAND COMMUNICATION
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• A strong and positive leader tone of voice
• A single signature worldwide
• An attractive and differentiating creative approach
• Expression of the brand vitality and diversityas 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
=CBA ++
… WITH A NEW COMMUNICATION PLATFORM
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BRANDBUSINESS PRODUCTS
LEISURE PRODUCTS
OPENING PROMOTIONAL OFFER
INTERNET
A FLEXIBLE COMMUNICATION TERRITORYPROMOTING BRAND, PRODUCT AND PROMOTIONS ON BOTH TAR GETS : LEISURE AND BUSINESS
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A FLEXIBLE COMMUNICATION TERRITORY
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A POWERFUL DISTRIBUTION AND LOYALTY
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(*) : Booked on mercure.com and accorhotels.com YTD November 2010
A new stronger "Glocal" mercure.com� A stronger brand positioning and promotional tool
� Clear readable segments and offers
� Promotion of network size, choice of offers and international flows
� Geo-localised content management to reflect the countries and hotel(s) distribution and franchise needs in 6 languages
� Mercure embodied by its teams
� Aligned graphically with the communication platform
� A new Mercure pricing and promotional structure
� 2,2 Million room nights in 2010 (+34%*)
� 12,8 Million unique visitors on mercure.com (+19%)
� 540 000 subscribers to Mercure newsletters
� 660 k€ in search
The KPI’s vs. 2009
A PROMOTIONAL & DISTRIBUTION MERCURE.COM
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73 million unique visitors in 2010 (Mercure)
� Accorhotels.com is a major European travel online player with 20% of room nights booked for Mercure hotels
10.8 M€ a year on search marketing
� spent on Accorhotels.com and brands websites.
7M subscribers database
23 versions adapted to country needs
2009
A STRONG MULTIBRAND WEB PORTAL AND LOYALTY OFFER
Accorhotels.com
Mercure’s loyalty offer with Le Club
Up to 21% Le Club members penetration for Mercure and still growing
� Free loyalty or subscription cards
� 15% increased average rate and longer stays
� Also 2000 hotels in 9 brands + partners
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Global preferred distribution contracts*
� With all main actors in the traditional distribution such as Amex, CWT…
� With all main actors of the online distribution such as Expedia, Booking
� With main actors in the Business and Leisure field
Professional BtoB teams and tools
� 34 sales offices in the world - 250 Global sales Executives out of 700 Sales staff – Managing Strategic and Key accounts on all segments
� Central sales CRM – Accor Sales Application
� Online BtoB applications and booking tools for business travelers, travel agents, mice and leisure professionals
World class call centers
� 2.7 million calls handled a year
� 6 call centers handling 13 languages
� 20% increased average rate vs.direct hotel booking
A GLOBAL DISTRIBUTION NETWORK
2009
*Clients mentioned are for illustrative purpose and list is not exhaustive
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More information on www.mercure.com
700 hotels worldwide