Accor has continued to build toward its stated aim of operating 300 hotels in the United Kingdom by 2015 with the signing of a franchise agreement with Jupiter Hotels, the new owners of the former Jarvis hotels.
In what is the biggest franchise deal for Accor this year, 24 hotels - or 2,664 rooms - will open under the Mercure hotel brand across the UK, bringing the total number of Mercure hotels in the UK to 68.
The deal is the latest in a series of franchise agreements which has seen the Mercure brand expand rapidly in the UK in recent months, making Mercure a major player in the local mid-scale market.
The new hotels are located in a range of locations across the UK, including popular tourist destinations like Brighton, York, Edinburgh and Inverness, and key towns such as London, Leeds and Manchester.
The partnership with Mercure will allow the hotels to retain their individuality and style whilst joining an established network of over 700 mid-scale hotels operating in more than 50 countries across the world.
Jean-Jacques Dessors, chief operating officer of Accor UK and Ireland said: “This major franchise agreement is a significant milestone for Accor in the realisation of our ambitious growth targets.
“This expansion further demonstrates our commitment to building the Mercure hotel brand in the UK, which is such an important market for Accor.
“We will continue to pursue further franchise growth opportunities this year and beyond.”