Accor has revealed ambitious expansion plans for its midscale Mercure brand, with 53 new hotels planned in 2013 including its first in Turkey and Sweden. The group, which currently includes 732 properties, is targeting 1,000 by 2015.
The Mercure brand is enjoying sustained expansion with an average of one opening per week and over 15,000 new rooms between 2011 and 2012. Mercure alone accounted for 21% of rooms opened by Accor in 2012.
In 2012, Mercure established footholds in Russia and South Korea. In 2013, it will launch its first establishments in Turkey and Sweden.
Christophe Alaux, Chief Operating Officer Mercure & MGallery Europe explains: “To meet our objective of 1,000 hotels within five years, we will expand mostly through franchises.
“Independent hoteliers make up 70% of the midscale hotel segment. They are looking for sector expertise, particularly to handle the hotel digital revolution.
“Mercure places relations with franchisees at the heart of its brand governance and that makes it a benchmark franchisor,” explains
Mercure is also developing multi-channel digital devices (mobile application, Facebook page and websites in nine languages and 26 local versions). Online booking represents 30% of the brand’s turnover.