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BRAND PRESENTATIONJanuary 2016
Agenda
1.0 BRAND POSITIONING
2.0 NETWORK
3.0 PRODUCT AND SERVICE FEATURES
4.0 COMMUNICATION
5.0 PERFORMANCE NETWORK
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Brand Positioning
A large brand portfolio
Grand Mercure was originally launched over 20 years ago and then re-launched in China in 2011under the name ‘Mei Jue’ as a brand tailor-made for the Chinese market. In response to moderntravellers seeking authentic experiences along with the reassurance that comes with global expertise,the brand has spread across the Asia region and, more recently, into the Middle East and SouthAmerica.
The tradition of tailoring the brand to the countries in which it operates continues. Each country hasan individual motif, and some feature a local name to accompany the Grand Mercure mother brand.Likewise, brand signatures distinct to each country are organised under four pillars, appealing toguests seeking an aspirational hospitality experience that authentically captures the culture of thedestination while meeting their needs for comfort and reassurance.
Where stories are told
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• Grand Mercure is a local brand rootedin each destination.
• It invites you to discover authenticculture and traditions, brought to lifethrough the rich narratives andintriguing stories told by our warm,engaging staff.
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Grand Mercure is a familiar brand.
It reassures, it promises, it rewards.
And it delivers every time.
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Grand Mercure is a refined brand.
It exudes elegance and finesse.
It feels crafted, meticulously honed.
It’s a classic that never gets old.
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Grand Mercure is a warm, caring brand.
It’s emotional, it resonates.
It understands your needs.
And you long to return.8
Our DNA: Natural storytellers
Through narratives, stories and anecdotes, Grand Mercure brings the distinctive culture and traditions of each destination to life through the local
interpretation of the four signatures of the brand: Sense of Welcome, Sense of Food and Beverage, Sense of Wellness and Sense of Culture and Discovery.
Highly nuanced and meticulously researched, stories are told by staff via operational collateral (turndown, room amenities, tableware), dining experiences and as a compelling platform for
marketing and communications.
Authentic Reassuring Refined Warm9
Our guests
Operating in the dynamic markets of a fast-changing world, Grand Mercure targets seven very distinct modern traveller typologies.
Regional and domestic business travellers who aspire to the higher standards and international reputation of a western name.
Older couples who desire to explore beyond the usual tourist hotspots, yet want the safety and high standards of a name they trust and believe in.
Young, conservative couples keen for adventure whilst requiring a degree of reassurance. For them, Grand Mercureis aspirational yet affordable.
Those who seek out authentic, local experiences; who want to meet real people and experience real culture.
The single traveller is adventurous but wants security while abroad.
Asian leisure travellers –typically multigenerational families or groups of friends.
Wants to immerse themselves in authentic experiences inside and outside the hotel.
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Competition
Grand Mercure is unique, being tailor-made for each country to provide an authentic experience with the reassurance of global operating expertise and thereby standing out from the crowd.
International Brands Regional & Local
4-5* Hotels
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Network
Grand Mercure network in Asia-Pacific
46 Hotels – 9,648 Rooms (Worldwide)
40 Hotels – 8,132 Rooms (Asia-Pacific)
China
14 Hotels4,124 Rooms
Asia
9 Hotels2,628 Rooms
Pacific
17 Hotels1,000 Rooms
YTD December 2015 13
Grand Mercure pipeline across Asia-Pacific
China
9 Hotels2,280 Rooms
Asia
4 Hotels700 Rooms
Pacific
2 Hotels585 Rooms
YTD December 2015
15 Hotels – 3,565 RoomsGreater China: 9 hotels – 2,280 rooms
Grand Mercure Guiyang Jinyang 288 – 2017
Grand Mercure Pingdu 230 – 2017
Grand Mercure Sanya Dadonghai 319 – 2017
Grand Mercure Chengdu Pixian 180 – 2018
Grand Mercure Dalian Wonder 261 – 2019
Grand Mercure Foshan Chancheng 260 – 2019
Grand Mercure Huangguoshu 200 – 2019
Grand Mercure Anshan 242 – 2020
Grand Mercure Kunming North 300 – 2020
India: 3 hotels – 498 rooms
Grand Mercure Mysore 146 – 2016
Grand Mercure Bengaluru at Gopalan Mall 206 – 2017
Grand Mercure Vadodara Surya Palace 146 – 2017
South Korea: 1 hotels – 202 rooms
Grand Mercure Ambassador Seoul Yongsan 202 – 2018
Indonesia: 2 hotels – 585 rooms
Grand Mercure Yogyakarta Adisucipto 287 – 2017
Grand Mercure Maha Cipta Bali Legian Resort 298 – 2020
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Flagships
Grand Mercure Beijing Dongcheng, China
Grand Mercure Jakarta Harmoni, Indonesia
Grand Mercure Shanghai Central
China
Grand Mercure Phuket Patong
Thailand
Grand Mercure Goa Shrem Resort
India
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Grand Mercure Beijing Dongcheng, China
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Grand Mercure Jakarta Harmoni, Indonesia
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Grand Mercure Shanghai Central, China
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Grand Mercure Phuket Patong, Thailand
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Grand Mercure Goa Shrem Resort, India
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Product and Service Features
Sense of welcome – public spaces
Locally inspired design
Meeting rooms and a ballroom
Business centre
Recreational facilities,
such as KTV or a games room
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Sense of welcome - public spaces
GRAND MERCURE HOSTS
Guests are warmly welcomed into GrandMercure hotels with the customary localgreeting by staff dressed in locally inspired,culturally authentic uniforms.
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Sense of food and beverage
All day dining restaurant
Lobby Bar Specialty restaurant24
Sense of food and beverage
In China, tea is traditionally served to welcomeguests. Grand Mercure Hotels and Resorts inChina bring this to life through locally sourcedloose tea and tea sets in every room.
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Sense of wellness
• Locally inspired design
• 150 or more guestrooms
• Room size: 30-40 sqm*
• Executive lounge
• Gymnasium
• Swimming pool
*In China, the total gross floor area per room must be 80-90 sqm to achieve a 5-star rating
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Sense of wellness
Grand Mercure guest amenities are locally produced, showcasing the local flora, herbs and spices.Daily rituals of Tai Chi in hotel lobbies in China, complimentary yoga and mediation sessions in Indiaand signature foot reflexology and traditional Thai massage in Thailand all express the sense ofwellness brand pillar.
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Sense of culture and discovery
• Locally inspired design
• Local art and accessories
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Sense of culture and discovery
Each Grand Mercure creates a city discovery tour –ideally a walking tour – in which guests are guidedaway from ‘the beaten track’ to discover galleries, foodmarkets and local sites usually only experienced bythose living in the neighborhood.
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Communication
Communication Platform
Advertising Concept Photo-video identity
Graphic Identity Sales and Marketing collateral
Photographic Style Corporate ColorsCorporate Typeface31
Communication guidelines
Country branding
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Communication guidelines
Advertising campaign
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Grandmercure.com
A new responsive website in eight languages
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The sense of welcome The sense of
food and beverage
The sense of wellness The sense of
culture and discovery
China
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Indonesia
The sense of welcome The sense of
food and beverage
The sense of wellness The sense of
culture and discovery
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Thailand
The sense of
welcome
The sense of
food and beverage
The sense of
wellness
The sense of
culture and discovery
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India
The sense of welcome The sense of
food and beverage
The sense of wellness The sense of
culture and discovery
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Vietnam
The sense of welcome The sense of
food and beverage
The sense of wellness The sense of
culture and discovery
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Middle East
The sense of welcome The sense of
food and beverage
The sense of wellness The sense of
culture and discovery
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Latina America
The sense of welcome The sense of
food and beverage
The sense of wellness The sense of
culture and discovery
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Local Performance Network
AccorHotels distribution solutions
38%
18%
17%
20%
7%
Direct PMS CRO platform Web Direct OTA GDS
63%OF ROOM REVENUE CAME THROUGH ACCORHOTELS RESERVATION SYSTEMS
(% of hotels revenue generated by TARS)
Split of hotels revenue per distribution channels as of December 2015 YTD (L/L)
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AccorHotels Asia-Pacific,leading hotel group in the region
India
35 Hotels6,530 Rooms
Pacific
242Hotels31,372 Rooms
South East Asia
201 Hotels44,872 Rooms
Greater China
174 Hotels41,265 Room
Japan / Korea
28 Hotels6,759 Rooms
AccorHotels is the largest and fastest-growing hotel group in the Asia-Pacificregion, with 680 hotels and 130,798 roomsin 20 countries – Australia, Cambodia,China, Fiji, French Polynesia, Hong Kong,India, Indonesia, Japan, Laos, Macau,Malaysia, Myanmar, New Zealand,Philippines, Singapore, South Korea,Taiwan, Thailand and Vietnam. In addition,more than 300 hotels are scheduled to openover the next few years.
AccorHotels’s rapid growth in the region isdue, in part, to the establishment of regionalheadquarters in Sydney, Shanghai, Jakarta,Bangkok, Gurgaon, Ho Chi Minh City andSingapore. These combined with strongregional infrastructure provide the hotelnetwork with critical support and resources.
294 322 340402 430 477
550 560621
680
938
0
200
400
600
800
1000
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2019 Forecast
ACCORHOTELS PACIFIC NETWORK FORECAST
YTD December 2015
AccorHotels online store
Web Direct
Contribution
33 Sites / 18 Languages
Visits40% on mobile devices
Bookings12% mobile
40% international
Apps Downloaded
Google only Hotel partner outside the USA
YTD December 2015 45
Le club Accorhotels
Number of members
Members revenue is 2 times higher than non members
60% of repeaters are multi-brand and multi category
• 18,200 daily recruitments
• 8% average incremental revenue
• 23% of Grand Mercure room revenue is
generated by Le Club Accorhotels members
• 80% use exclusively direct channel
• 85% members declare LCAH as main
• Reason for preference over competitors
YTD December 2015 46
AccorHotels plus
In
Over 350,000 members booked
900,000 room nights
generating over 107 million euros in revenue
Over 1,000 outbound sales agents
Conducting over 14 million
Phone calls per year
Accor Plus is Asia-Pacific’s most expansive travel, dining and lifestyle programme, with over 350,000 subscription members across 14 countries in the Asia-Pacific region. Members can enjoy a number of exclusive benefits and unique member experiences.
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Guests Satisfaction Survey 2015
of Grand Mercure customers are either satisfied or very satisfied by their stay experience
India
91%
Pacific
92%
South East Asia
89%
Greater China
88%
89%
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Thank You