Accor will grow its midscale Mercure brand with new branding strategies, which include an accelerated expansion, mostly through franchises, with a target of 1,000 hotels within the next five years; a global quality of service guarantee; a modernized approach to the guest and team experience; and a new visual identity.

With a target of 1,000 hotels in the next five years, Mercure is the world’s second largest hotel chain in its segment, excluding North America, with 732 hotels in 50 countries. The brand is enjoying sustained expansion with an average of one opening per week and over 15,000 new rooms between 2011 and 2012. Mercure accounted for 21 percent of rooms opened by Accor in 2012.

“To meet our objective of 1,000 hotels within five years, we will expand mostly through franchises,” said Christophe Alaux, chief operating officer of Mercure & MGallery Europe. “Independent hoteliers make up 70 percent of the midscale hotel segment.”

The Mercure Quality Guarantee will be deployed across the entire network by end of 2014. It is is based on 96 guidelines and ensures that the guest experience is consistent in all Mercure hotels. 

Seventy percent of the network has been renovated. By the second half of this year the concept will be extended in Germany and the United Kingdom.

Mercure and France-based design agency W&Cie have teamed up to introduce a new lobby design concept. A receptionist will act as a host and the use of digital tablets will enable faster check ins. 

Three new food and beverage concepts have been created to reflect these trends: the Cuisine Lounge enables guests to serve themselves at any time of the day or night in an area designed like an apartment kitchen; the Restaurant Lounge offers traditional and local recipes; and the Bar Lounge is space where guests can interact in a cozy atmosphere.

Mercure also launched EasyWORK, a solution designed for business travelers featuring a light meal service, equipment and Internet access. It will be available in Mercure hotels located in near airports and major regional and national business hubs.

Mercure and W&Cie are promoting the brand’s identity to reflect its new positioning. The agency has also developed a range of hotel communication tools that will be rolled out from January 2014 across the entire network.

Mercure has also launched a new advertising campaign with black and white television sports and a new signature slogan, Rediscover Mercure.