discover the world of mercure - orbis

DISCOVER THE WORLD OF MERCURE

APRIL 2011

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DISCOVER THE WORLD OF MERCURE…

� A strong worldwide brand

� A brand with personality committed to quality

� A brand serving business and leisure guests

� A dynamic brand communication

� A powerful distribution and loyalty

A STRONG WORLDWIDE BRAND

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MERCURE, THE LEADING MIDSCALE BRAND OF ACCOR

Luxury

Upscale

Midscale

Economy

Budget

Standardized Non-standardized Extended stay Associatedexpertises

In Europe

Outside Europe

In France

700 HOTELS

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The leading operator* in the mid-scale market� 50 countries, 25,800 staff

� 700 hotels & 83,428 rooms

� Over 70 000 guests every day in Mercure hotels

Data as of 1st January 2010 - *in number of hotels either managed or operated by Mercure as of end of 2009

MERCURE, THE LEADING MIDSCALE HOTEL OPERATOR WORLDWIDE

The leading brand in key hotel markets� Europe (France, Germany…) Brazil, Australia, …

A real experience� For business and leisure travellers

� Great location diversity: from city-centers to resorts

� The impeccable standards of a well-known brand

� A brand of ACCOR

Shared identity items� Individual hotels with personality and local touches

� Unparalleled hospitality know-how

� The “Privilège” Room

� Meeting rooms, business centers…

� Wine and dine: Grands Vins, Cups and tastes, generous breakfast, …

IDENTITY CARD

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MERCURE ON DOMESTIC MARKET – POLAND(End July 2012)

GDAŃSK

MRĄGOWO

WARSZAWA

LUBLIN

ZAKOPANE

CZĘSTOCHOWA

OPOLE

WROCŁAW

JELENIA GÓRA

KARPACZ

POZNAŃ

TORUŃ

ZAMOŚĆ

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A WELL BALANCED PORTFOLIO BY MANAGEMENT STATUS

Global network (as of December 2010)

Franchised40% (48%)

Managed28% (30%)

Subsidiaries 32% (22%)

(%) in 2015

Franchisedor Managed

66% (78%)

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40 OPENINGS IN 2009 IN THE WORLD� 18 in Europe

� 10 in Oceania

� 11 in Asia

� 1 in America

including Bangalore, Riyadh, Sapporo,Biarritz, Koh Samui, Madrid, Hanoï …

+/- 300 NEW HOTELS BY 2015Development to be done in all continents but mainly in Europe and through Franchise (70%) or in ASPAC through management (20%).

32 OPENINGS IN 2010 in Belgium (Brussels and Louvain), China (Beijing and Shanghai), France (Chartres), India (Hyderabad and Lavasa), Slovakia (Bratislava), Spain (Madrid), UK (London, Southampton)

A DYNAMIC DEVELOPMENT, 1,000 HOTELS BY 2015

BANGALORE - INDIA

BEIJING - CHINA

A BRAND WITH PERSONALITYCOMMITTED TO QUALITY

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MERCURE PROMISE

A genuine hotel experience guaranteed by a strongbrand.

Whether you are on a business or leisure trip,Mercure promises your stay will be a successthrough the unique combination it offers:� the strength of an international network of 700hotels with guaranteed quality standards� and the genuine experience of hotels, all different,rooted in their local community and managed bypassionate hoteliers.

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THE ART OF HOSPITALITY

Mercure as experienced by customers…

Source : IPSOS STUDY DEC. 2009 - JAN. 2010

“I feel at home when I see the warm smile of the staff”

(Xian, China, Leisure)

“The assistanceis nice, smooth, fast.”

(Sao Paulo - Brazil,Business)

“I had a very nice experience, I wastraveling with my fiancé, they knew wewere engaged, when we got to the room,there was a rose on the bed. I thought itwas super cool.”

( Sao Paulo, Brazil, Leisure)

“Reception is great, those girls are terrific, theminute you walk in there’s a smile, here’s yourroom number, here’s where you’re going, but notonly that, when we asked about stuff, becausewe’ve never been here before, she knew exactlywhere to send us.”

(Bristol, UK, Leisure)

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MERCURE’S COMMITED TO MEASURABLE QUALITY

“Thinking about your overall stay, how satisfied were you with your overall experience as a guest?”

(10-point scale)

41%

% of satisfied guests (scores 7-10)% of very satisfied guests (scores 9 -10)

*Source: Guest Satisfaction Survey 2009 (MKG/Medallia)(1) Based on average value for five key countries

CLIENTS’ SATISFACTION RATES*

Satisfied

Very Satisfied

Mercure is proud of its diversity but isstringent on quality standards with theworldwide implementation and control of:

1. Brand Vision mystery audits

2. Hygiene audits (rooms and F&B)

3. Guest on line satisfaction surveys with ongoing monitoring

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THE MERCURE EXPERIENCE

DIJON CENTRE DIEPPE LA PRESIDENCE

VERSAILLES CHATEAUPARIS GARE DE LYONPERPIGNAN CENTRE

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THE MERCURE EXPERIENCE

BRATISLAVA CENTRUMCASTLE WINDSOR

MADRID SANTO DOMINGOLYON LES BROTTEAUX PARIS MONTMARTRE

UTRECHT NIEUWEGEIN

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THE MERCURE EXPERIENCE

MERCURE GRAND WARSZAWA

MERCURE HEVELIUS GDAŃSK

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Mini fridge*Bath robe

* In addition to still mineral water :1 sparkling water, 2 sodas, 1 orange juice – in participating hotels

Free newspaperwith Privilege label

Coffee & tea making facility (preferably

expresso)Free mineral

water

THE MERCURE PRIVILEGE ROOM

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MERCURE WINE & DINE STYLES

VIENNE WIEN_ZENTRUMBIARRITZ LE PRESIDENT

AMSTERDAM ARTHUR FROMMERQUIMPER CENTRE

BERLIN CITY WEST

FRANKFURT NEU ISENBURG

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MERCURE WINE & DINE STYLES

BERLIN CITY WEST

EASTGATE HOTEL OXFORD

ANNEMASSE WARSAW GRAND

PARIS PORTE DE VERSAILLES VAUGIRARD CHATELAILLON LES 3 ILETS

NUREMBERG FÜRTH

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MERCURE WINE & DINE STYLES

MERCURE HEVELIUS GDAŃSK MERCURE PANORAMA WROCLAW

MERCURE GRAND WARSZAWA

MERCURE MRONGOVIA RESORT&SPA

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MERCURE WINE & DINE LOCAL FLAVOURS

Mercure thrives to offer clients a journey into local flavourseither at breakfast, lunch or

dinner or even at the bar, but always with quality products.

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Mercure selection of wines at unbeatable prices Also available by the glass.

GRANDS VINS MERCURE*

Guests share a moment of pleasure and discovery and choose from our 4 different

family of flavours.

The MercureEchansonsare specially trained to provide the right advice…

*In participating hotels

A BRAND SERVING BUSINESS & LEISURE GUESTS

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AN ATTRACTIVE DIVERSITY OF LOCATIONS & PROFILESWorldwide

Downtown Capital & major cities 44%

Secondary cities 28%

Stopover 1%

Suburbs Capitals & major cities 14%

Airports 4%

Sea, country, mountain, resort destinations 12%

Nb : hotels may belong to 2 profiles so total exceeds 100% ; this breakdown is solely based onlocation and will be reviewed to incorporate major specifics such as provision of meeting space.

BRAZIL

UNITED KINGDOM

THAILAND

FRANCE FRANCE

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AN ATTRACTIVE DIVERSITY OF LOCATIONS & PROFILESPoland

Nb : hotels may belong to 2 profiles so total exceeds 100% ; this breakdown is solely based onlocation and will be reviewed to incorporate major specifics such as provision of meeting space.

WARSZAWA

GDAŃSK

POZNAŃ ZAKOPANE

Downtown Capital & major cities 15,3 %

Secondary cities 46,2 %

Stopover 0 %

Suburbs Capitals & major cities 7,7 %

Airports 0 %

Sea, country, mountain, resort destinations 30,7 %

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63% Business 37% Leisure

Global network excl. franchisees (12/2010)

BOTH BUSINESS AND LEISURE (worldwide and in % of total revenue)

Business Individual (46%)

Leisure Individual (25%)

Business Groups (17%)

Leisure Groups (12%)

Male Female

33%

67%

Source: MRCI analysis using GSS, MKG Guest Profile, BPM, CP 2007/8Countries covered: FR, DE, Bra, UK, China, AUS,NZ, NL, ITL, PL, HU, Thailand, Indonesia, CH (85% of worldwide network covered)

Domestic Interna-tional

LeisureBusiness< 35 35 to 55 > 55 Low LowMedium

HighMediumHigh

AN ATTRACTIVE GUEST PROFILE

AN ATTRACTIVE GUEST SEGMENTATION AND PROFILE

36%

64%

37%

63%

18%

53%

29% 9%

35% 39%

17%

GENDER AGE ORIGINPURPOSEOF STAY INCOME

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A BRAND FOR ALL GUESTS’ NEEDS - WORLDWIDE

TAILORED FOR BUSINESS IDEAL FOR LEISURE

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A BRAND FOR ALL GUESTS’ NEEDS - POLAND

TAILORED FOR BUSINESS IDEAL FOR LEISURE

A DYNAMIC BRAND COMMUNICATION

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• A strong and positive leader tone of voice

• A single signature worldwide

• An attractive and differentiating creative approach

• Expression of the brand vitality and diversityas a strength

• A positive and aspirational client promise through the original addition of benefits

• A good balance between rational and emotional

• A positive message for partners and teams

• An easy to use toolbox for roll out

=CBA ++

… WITH A NEW COMMUNICATION PLATFORM

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BRANDBUSINESS PRODUCTS

LEISURE PRODUCTS

OPENING PROMOTIONAL OFFER

INTERNET

A FLEXIBLE COMMUNICATION TERRITORYPROMOTING BRAND, PRODUCT AND PROMOTIONS ON BOTH TAR GETS : LEISURE AND BUSINESS

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A FLEXIBLE COMMUNICATION TERRITORY

A POWERFUL DISTRIBUTION AND LOYALTY

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(*) : Booked on mercure.com and accorhotels.com YTD November 2010

A new stronger "Glocal" mercure.com� A stronger brand positioning and promotional tool

� Clear readable segments and offers

� Promotion of network size, choice of offers and international flows

� Geo-localised content management to reflect the countries and hotel(s) distribution and franchise needs in 6 languages

� Mercure embodied by its teams

� Aligned graphically with the communication platform

� A new Mercure pricing and promotional structure

� 2,2 Million room nights in 2010 (+34%*)

� 12,8 Million unique visitors on mercure.com (+19%)

� 540 000 subscribers to Mercure newsletters

� 660 k€ in search

The KPI’s vs. 2009

A PROMOTIONAL & DISTRIBUTION MERCURE.COM

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73 million unique visitors in 2010 (Mercure)

� Accorhotels.com is a major European travel online player with 20% of room nights booked for Mercure hotels

10.8 M€ a year on search marketing

� spent on Accorhotels.com and brands websites.

7M subscribers database

23 versions adapted to country needs

2009

A STRONG MULTIBRAND WEB PORTAL AND LOYALTY OFFER

Accorhotels.com

Mercure’s loyalty offer with Le Club

Up to 21% Le Club members penetration for Mercure and still growing

� Free loyalty or subscription cards

� 15% increased average rate and longer stays

� Also 2000 hotels in 9 brands + partners

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Global preferred distribution contracts*

� With all main actors in the traditional distribution such as Amex, CWT…

� With all main actors of the online distribution such as Expedia, Booking

� With main actors in the Business and Leisure field

Professional BtoB teams and tools

� 34 sales offices in the world - 250 Global sales Executives out of 700 Sales staff – Managing Strategic and Key accounts on all segments

� Central sales CRM – Accor Sales Application

� Online BtoB applications and booking tools for business travelers, travel agents, mice and leisure professionals

World class call centers

� 2.7 million calls handled a year

� 6 call centers handling 13 languages

� 20% increased average rate vs.direct hotel booking

A GLOBAL DISTRIBUTION NETWORK

2009

*Clients mentioned are for illustrative purpose and list is not exhaustive

More information on www.mercure.com

700 hotels worldwide