Adaptation of Grand Mercure brand launched
Accor has announced at the ITB Berlin trade fair, its strong ambitions for the luxury/upscale market, with plans to grow this network to 400 hotels by 2015 (from the current 300 hotels/6500 rooms) across the Sofitel, Pullman, MGallery and Grand Mercure brands.
Accor unveiled a second tailor-made adaptation of the Grand Mercure brand with the launch of the Maha Cipta brand in Indonesia.
“After the successful launch of the tailor-made brand Grand Mercure MeiJue in China, we are launching Grand Mercure Maha Cipta on a market where we are already the leading player,” said Grégoire Champetier, Accor global chief marketing officer.
“We have tailored Grand Mercure for local travelers looking for regional inspirations. Our clients are expecting brands capable of understanding the diversity and the complexity of their identity. To meet these expectations, we intend to continue the development of the Grand Mercure brand in other key regions.”
