Accor has adopted a different approach to luxury, based on its French origins, that places boldness at the heart of hospitality.
Launches Grand Mercure Maha Cipta, an upscale brand tailor-made for Indonesia Accor, the leading international hotel operator in Asia-Pacific, has announced an ambitious strategy to grow its network of luxury and upscale hotels. Accor intends to expand its footprint in these segments to 400 hotels by 2015, from a current network of 300 hotels (65,000 rooms worldwide). As part of this strategy, Accor launched Grand Mercure Maha Cipta, an upscale brand tailor-made for Indonesia. The announcement was made by Accor President and Chief Operating Officer Yann Caillere speaking at ITB Berlin, the world’s top travel trade fair.
Accor has adopted a different approach to luxury, based on its French origins, that places boldness at the heart of hospitality. In a highly segmented market, each of Accor’s four luxury and upscale brands is carefully positioned to meet the whole range of clients’ and owners’ needs.
“One can now count on a strong European voice in the luxury and upscale market. Our brands combine the best of international standards and an audacious interpretation of the universal essence of luxury due to our French origins” explains Yann Caillere. “Our ambition for our brands and their network are immense and we are perfectly poised to expand rapidly in this market.”
With strong leadership positions in Latin America, Middle East Africa and Asia-Pacific, Accor is very well positioned to capture the new and rapidly growing demand from emerging market clients, in search of a different experience of luxury and high-end hospitality.
Currently, 42% of the Group’s luxury/upscale hotels are located in Asia-Pacific and 35% are in key European cities. Development will continued to follow an “asset light” model with a prominence of management contracts, the Group’s preferred model in the luxury/upscale segment. Going forward, Accor will focus on developing its emerging markets, including Latin America, Middle East and Asia-Pacific which, on its own, accounts for over 60% of the current pipeline (key countries include China, Vietnam and Indonesia). The segment’s gross revenue grew by 15% in 2012.
Accor has also unveiled a second tailor-made adaptation of the Grand Mercure brand, with the Maha Cipta brand in Indonesia.
“After the successful launch of the tailor-made brand Grand Mercure MeiJue in China, we are launching Grand Mercure Maha Cipta in a market where we are already the leading player,” remarked Mr. Gregoire Champetier, Accor Global Chief Marketing Officer. “We have tailored Grand Mercure for local travelers looking for regional inspirations. Our clients are expecting brands capable of understanding the diversity and the complexity of their identity. To meet these expectations, we intend to continue the development of the Grand Mercure brand in other key regions.”
The Group’s four brands share a common set of values to capture the universal essence of luxury:
- A genuine sense of hospitality based on the art of “blending”
- A pioneering spirit, deeply rooted in the Group’s origins
- Uncompromising quality with a special affinity with the French luxury culture.
- Tribute to the world with an enduring respect for the planet and inspiration from the people and their diversity.
“Creating strong, locally relevant brands is a cornerstone of our strategy in Indonesia and across the Asia-Pacific region and Grand Mercure Maha Cipta is a great example,” said Michael Issenberg, Chairman and Chief Operating Officer, Accor Asia-Pacific. “Launched last year, Grand Mercure Mei Jue has become an instant hit with guests and partners in Greater China, with 13 hotels in operation and 14 more under development. We look forward to replicating this success in Indonesia with Grand Mercure Maha Cipta, especially as we work towards our goal of operating 100 hotels across the archipelago by 2015.”
3 international brands with Sofitel, Pullman, MGallery and a regional brand with Grand Mercure
Sofitel, the Group’s prestigious luxury brand, blends the elegance of French art-de-vivre with the refinement of local cultures. Following the growing segmentation of clients’ needs, Sofitel has developed two complementary labels which address different niche segments within the market. The “Sofitel So” label identifies the newest, most trendy hotels. The “Sofitel Legend” label is best suited for legendary palaces that epitomize heritage and service excellence. The brand has a network of 120 hotels in 40 countries developed under management contracts in key international destinations and continues its expansion with 10 hotel openings planned to this day. The next opening will be the Sofitel So Singapore for which Karl Lagerfeld is currently designing the emblem.
MGallery, in the high-end segment, is Accor’s Collection of carefully selected properties all established in the most beautiful locations. The architecture of the hotel, its decoration and services provide guests with a “Memorable Experience”. Present in 19 countries, the brand is developing rapidly and has opened its 60th hotel with the MGallery Villa Olmi in Firenze. The brand has numerous expansion projects including this month’s opening of the MGallery Hotel Carlton Lyon, the “rendezvous” of the city’s artists, and the MGallery Nusa Dua in Bali opening in June. MGallery is developed under management and franchise contracts in main cities and secondary ones, with a dynamic expansion in Asia Pacific and in Europe.
Pullman, the Group’s international upscale brand, answers the cosmopolitan business travelers’ new needs. Pullman captures the essence of today’s cosmopolitan executive lifestyle to conquer the business and leisure markets. The brand has developed rapidly to reach a network of 78 hotels in 23 countries, mainly through management contacts in key hubs around the world. Pullman will unveil throughout this year its unique identity with key openings in Belgium and in Russia as well as with the refurbishment of the 5 Pullman hotels in Paris with top designers, after the opening of key addresses in London and Jakarta in 2012.
A regional brand: Grand Mercure
Accor launched last year an adaptation of the upscale brand Grand Mercure, for local travelers looking for more regional inspiration. Its philosophy is based on honoring regional customs and preserving their authenticity with service of the highest quality. Grand Mercure is already present in China with MeiJue through a network of 13 hotels and 14 under development.
The Group has unveiled its new brand, Maha Cipta, which means “The Greatest Creation” in Bahasa Indonesia. Maha Cipta combines Indonesian gestures, flavours and experiences with selected European touches to create a unique product tailored to today’s upscale traveller seeking an authentic local upscale hotel experience. Guests will experience the Maha Cipta concept throughout the hotel, through its four pillars: the Sense of Welcome, the Sense of Food & Beverage, the Sense of Wellness and the Sense of Culture & Discovery.
The first Maha Cipta hotel will be the Grand Mercure Jakarta Harmoni, located in the heart of Jakarta’s Central Business District (CBD). The hotel adapts the Maha Cipta brand signatures to connect with upscale travellers through unique local touches. The Sense of Welcome is embodied by greeters offering a respectful welcome in Bahasa Indonesia and presenting French macaroons with distinct local flavours, such as durian, ginger, and jackfruit. The Sense of Food and Beverage is manifested in the hotel’s extensive food and beverage outlets offering guests a mix of Indonesian and European cuisine.
The Sense of Wellness is authentically demonstrated with tranquillity ambience in every corner, modern and comfortably designed rooms with upscale amenities, lavender scents, spa treatments with local herbs and a swimming pool on the fifth floor, which offers foot reflexology services. As an open window to local discoveries and experiences, Grand Mercure Jakarta Harmoni delivers the Sense of Culture & Discovery through traditional music performances, traditional dance performances, batik painting workshops and modern Indonesian art exhibitions.
Tatiana is the news co-ordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes to monitor the hundrends of news sources of TravelDailyNews Media Network and skim the most important according to our strategy. She holds a Bachelor degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
