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Sunday, March 4, 2012
Accor Changes Grand Mercure to Cater For China
Accor has made improvements to its Grand Mercure Hotels in China. It now provides
offering products and services tailored for local people from China. This has
been done to take advantage of the booming upscale domestic travel market.
“Our clients are now expecting brands capable of
understanding the diversity and the complexity of their identity,” said
Grégoire Champetier, chief marketing officer of Accor.
“With Grand Mercure, the group demonstrates its ability to
have more flexible brands, that are locally relevant.”
The re-engineered branding for Grand Mercure, referred to in
Mandarin as Mei Jue, was unveiled at the inauguration of Grand Mercure Shanghai
Zhongya, the first hotel adapted to the new positioning.
Grand Mercure Shanghai Zhongya
The group’s nine other similarly branded properties in China are due
to adopt the new identity, which will see the practicing of ceremonies
exemplifying elements of Chinese culture.
for example, employees will be conversant in the local Shanghainese language,
and guests will be welcomed by staff wearing Qipao, a traditional evening
All local staff will be identified with name badges bearing
firstly Chinese characters, followed by a pinyin translation enabling them to
use their given names rather than adopting foreign equivalents.
Other signature services include daily Tai chi lessons,
lavender-scented bathroom amenities, and complimentary head and shoulder
massages for guests staying on premium floors.
Since launching this evolved version of the brand, Accor has
confirmed commitments for ten more Grand Mercures in China.
Sam Shih, chairman and COO, Accor Greater China, said: “The
Grand Mercure brand provides Accor with a fresh platform for organic upscale
expansion throughout the country.”