why invest in grand mercure - accor · 2018-10-31 · the brand then blossomed across the globe to...
TRANSCRIPT
WHY INVEST IN GRAND MERCURE
Accorhotels Global DevelopmentAugust 2018
225/09/2018
Our roots, where do we come from ?
In 1997, Brazilian hoteliers, wishing to provide sophisticated locals with international hospitalitystandards respectful of their values, opened the first Grand Mercure in Sao Paulo. The brand thenblossomed across the globe to satisfy a growing desire to highlight cultural identities.
Why Invest In Grand Mercure – BRAND POSITIONING
Around the world, Grand Mercure revisits the singularity of each culture with a new eye,
surprising & inspiring our guests to rediscover the uniqueness of a culture.
Each of our hotel invites to a curated & contemporary local immersion in the country they are located, whilst guaranteeing premium
international standards.
Why Invest In Grand Mercure – BRAND POSITIONING
Grand Mercure
Is a universally local brand by nature
Grand Mercure
Adapts to each market whilst providing premium international standards
Each Grand Mercure is unique. It captures the local cultural codes
and way of life of the country to recreate experiences tailored to the
local cultural values and rituals.
Grand Mercure are established international upscale hotels. Each
hotel guarantees Premium International standards,
consistently.
Each Hotel reinterprets selected fundamentals of the country and
local culture or customs in a contemporary way, a signature style from being an international brand.
The identity of the brand is designed by the local teams in each country and is adapted to the local cultural specificities, in an effort to always
respect and celebrate the country’s cultural fundamentals and story.
The Brand Signature experience can be found across all hotels around the world, making it relevant for both the local and international
guests.
4Why Invest In Grand Mercure – BRAND POSITIONING
TODAY
51 HOTELS
11,796 Rooms
OBJECTIVE BY END 2021
90 HOTELS+12
15
8
Greater China
Australia
India
New Zealand
Middle East
Latin America
+2
AfricaSouth East and North East Asia
+6
11
+1
+6
23
4
8
Grand Mercure Network & Pipeline
OPERATING MODE
FRANCHISE
18%
MANAGEMENT CONTRACT
82%
Why Invest In Grand Mercure – NETWORK & PIPELINE5
Key Upcoming Openings
A significant potential for development globally
AFRICA MIDDLE EASTALGERIA, Majlis Grand Mercure Golden Palace, 130 roomsNIGERIA, Abuja, 115 roomsQATAR, Majlis Doha C-ring road, 283 roomsSAUDIA ARABIA, Mjlis Jeddah, 250 roomsUAE, Dubai Sheikh Zayed Road, 364 rooms
ASPACCHINA, Chengdu Pixian, 180 roomsCHINA, Guangzhou Zhujiang new town, 233 roomsCHINA, Qingdao, Pingdu, 230 roomsMYANMAR, Yangon Golden Empire, 175 roomsINDIA, Bengaluru at Gopalan mall, 206 roomsINDONESIA, Maha Cipta Bali Legian Resort, 268 rooms
GRAND MERCURE GUANGZHOU ZHUJIANG NEW TOWN – CHINA, OPENING - 2018
GRAND MERCURE YANGON GOLDEN EMPIRE -MYANMAR
6Why Invest In Grand Mercure – NETWORK & PIPELINE
GRAND MERCURE ZHENGZHOU WEST – CHINA
180 ROOMS7
Brand Flagships
825/09/2018Grand Mercure – Presentation TitleGRAND MERCURE JAKARTA KEMAYORAN – INDONESIA
483 ROOMS
Brand Flagships
925/09/2018Grand Mercure – Presentation TitleGRAND MERCURE MYSORE – INDIA
146 ROOMS
Brand Flagships
1025/09/2018GRAND MERCURE PHUKET PATONG - THAILAND
314 ROOMS
Brand Flagships
Grand Mercure – Presentation Title 1125/09/2018GRAND MERCURE WELLINGTON – NEW ZEALAND
114 ROOMS
Brand Flagships
12GRAND MERCURE SAO PAULO VILA OLIMPIA – BRAZIL
211 ROOMS
Brand Flagships
Around the world
13
Grand MercureYangon Golden Empire,
Myanmar-
Opened May 2018175 Rooms
Grand MercureSao Paulo Vila Olimpia, Brazil-Opened May 2018211 Rooms
Latest Openings
Why Invest In Grand Mercure – NETWORK & PIPELINE
Grand MercureGuangzhou ZhujiangNew Town,China-Opening Q4 2018255 Rooms
14
Upcoming Openings
Why Invest In Grand Mercure – NETWORK & PIPELINE
TASTE OF PLACE
All dimensions of the local food cultureare showcased: exciting signature dishes orbrews, reinvented street food, andtraditional welcome delights…… a revisited and inspiring local taste,endorsed by the locals.
Why Invest In Grand Mercure – KEY IDENTIFIERS
Brand Passions
16
SENSORIAL IMMERSION
Brand Passions
Grand Mercure harmoniously combinesand reinterprets local attitudes,atmospheres and settings to awaken allsenses.
Why Invest In Grand Mercure – KEY IDENTIFIERS
17
REVIVED RITUALS
Brand Passions
Each hotel embraces & revives selectedfundamentals shaping a culture:Important celebrations, a sense ofetiquette & daily rituals to (re)discover,moments of conviviality & quality familytime associated to cultural values…integrated into curated brand experiences.
Why Invest In Grand Mercure – KEY IDENTIFIERS
18
Every country of the world has its ownconception of well-being.
In its hotels, Grand Mercure embraceseach of them accordingly tonurture its guests beyond the doors of thegym and the spa…
LOCAL WAY OF BEING WELL
Brand Passions
Why Invest In Grand Mercure – KEY IDENTIFIERS
Facebook accounts YoutubeInfluencer Campaigns
Newsletters
China Campaign
刻火花一生改变A moment of spark, A lifetime of change
Brazil :
25 K followers
Hotel campaign:
Reach 150 K
19
A regional activation for enhanced relevance & reach (examples)
Social Media
Why Invest In Grand Mercure – COMMUNICATION
Opening of the Grand Mercure Vila Olimpia Sao PauloMore than 500 people attendance
facebook.com/grandmercurevilaolimpia9563 likes posts
Brand Partnerships with L’Occitane & Orfeu in Brazil
20
Local Partnerships & Activation to increase Brand Awareness & Nourish Brand Passions (examples)
PR, Events & Partnerships
Why Invest In Grand Mercure – COMMUNICATION
Figures as of June 2018
82 %
Middle East
85 %
INDIA
86 %
CHINA
88 %
MIS
84 %
PACIFIC86 %
LATIN AMERICA
87 %
UPPER SOUTH EAST ASIA
GRAND MERCURE AVERAGE RPS
86.3
High Reputation Score in Constant Progression Across the Network
21
Reputation Score YTD
Why Invest In Grand Mercure – PERFORMANCE
34
2825 25 24
19 1923
46 44 4239 37
24
FRA
NC
E
BEL
GIU
M
GER
MA
NY
NL
PO
LAN
D
UK
SWIT
ZER
LAN
D
BR
AZI
L
AU
STR
ALI
A
N. Z
EALA
ND
IND
ON
ESIA
SIN
GA
PO
RE
THA
ILA
ND
UA
E/S.
AR
AB
IA
EUROPE AMERICAS ASPAC MEA
Figures as of end 2017Base: people having stayed in paid-for accommodation in the last 12 months.Total awareness: The brand is known whether spontaneously mentioned or known when prompted
A strong awareness around 40% in 6 key markets
Total Awareness
Why Invest In Grand Mercure – PERFORMANCE
3126
42 4441
37 37 36 34
4651
3539
36
1621
33
16
37
16
41
TUR
KEY
PO
LAN
D
SWIT
ZER
LAN
D
FRA
NC
E
GER
MA
NY
BEL
GIU
M
ITA
LY
NL
UK
BR
AZI
L
USA
KOR
EA
CH
INA
AU
STR
ALI
A
IND
IA
IND
ON
ESIA
N. Z
EALA
ND
SIN
GA
PO
RE
THA
ILA
ND
MO
RO
CC
O
UA
E/S.
AR
AB
IA
EUROPE AMERICAS ASPAC MEA
Brand Margin® measures the financial premium which the brand name adds to the intrinsic value of the same hotel stay with an unbranded alternative. A Brand Margin® of 10€ means that « Consumers think it is worth paying on average 10€ more per night to stay with brand X compared to an unbranded equivalent ».
Brand Margin ® in €. Traveller representativeAs of end 2017
BRAND MARGIN® IN €
A powerful rate premium perception
Grand Mercure Brand Margin
Why Invest In Grand Mercure – PERFORMANCE
The central Reservation System (CRS) generates on average
66%Of a hotel’s room revenue
24
AccorHotels Distribution Solution
Accorhotels offers > 110 global distribution partnerships at best market conditions
Why Invest In Grand Mercure – PERFORMANCE
CALL CENTERS, INTRA HOTEL & CLUSTER SERVICES
32% DIRECT SALES
42%HOTELPMS
58%OF HOTELS’ ROOM REVENUE
COMES THROUGH ACCORHOTELS CENTRAL
RESERVATION SYSTEM
ACCORHOTELS.COM, BRANDS.COM, MOBILES SITES & APP
WEB PARTNERS (OTAS)
GDS / IDS
26% INDIRECT SALES
18%
20%
FOCUS ON WEB DIRECT
128,000Grand Mercure room nights
16%
16%
19%7%
Figures as of end 2017 – AccorHotels LUXE brands’ distribution
25
AccorHotels Distribution Performance
Why Invest In Grand Mercure – PERFORMANCE
10 14 18 25 32 4050
44,7
70
100110
2012 2013 2014 2015 2016 2017 S1 2018
Loyalty members worldwide
Le Club AccorHotels
FRS loyalty programme
Huazhu loyalty programme
A worldwide programme
17 brands
3,400 hotels in 93 countries
Free enrollment
100% web based program
Partnerships with major airline loyalty programmes:
Skyteam, One World, Star Alliance…
Americas17%
Asia-Pacific28%
Medite-rranean, Middle
East & Africa12%
Central & Eastern Europe
12%
France13%
Northern Europe
18%
>50 MILLION
MEMBERS WORLDWIDE
+23,000MEMBERS EVERY DAY
LE CLUB ACCORHOTELSREPRESENTS
30.6%OF HOTEL GLOBAL
REVENUE
Guest origin
160M
106M
AccorHotels Loyalty program
Why Invest In Grand Mercure – PERFORMANCE
THAILAND
2 GRAND MERCURE HOTELS
REVPAR INDEX: 100 TO 130
NEW ZEALAND
1 GRAND MERCURE HOTEL
REVPAR INDEX > 102
MADINAH
1 GRAND MERCURE HOTEL
REVPAR INDEX > 106
CHINA
3 GRAND MERCURE HOTELS
REVPAR INDEX: 100 TO 130
Figures as of May 2018. Source: STR
RevPar Index YTD
Strong Performace Compared to Competition, Across The Network
Why Invest In Grand Mercure – PERFORMANCE
AAA ultra city center location, historic conversion
WORLDWIDE
RECOMMENDEDNUMBER OF ROOMS
150 keys and more 150 keys and +
ROOM AVERAGE SIZE 28 – 36 sqm 28 – 36 sqm
TGFA / ROOM 80 – 90 sqm 80 – 90 sqm
RECOMMENDEDNUMBER OF ROOMS
120 keys and + 150 keys and +
ROOM AVERAGE SIZE 28 – 36 sqm + balcony30 – 40 sqm
+ balcony
TGFA / ROOM 80 – 90 sqm 80 – 110 sqm
FOOD & BEVERAGE
1 All day diningSpecialty restaurant(1)
1 lobby bar
WELL-BEING
Spa market drivenFitness centreSwimming pool
MEETINGS& OTHERS
Meeting roomsBallroomBusiness centre available
(1) Based on market demand
HO
TEL
RES
OR
T
PRIME LOCATIONS
SECONDARYLOCATIONS
AIRPORTSSUBURBS
INTERNATIONAL CAPITALS KEY CITIES & RESORTS
MAJOR DOMESTIC DESTINATIONS
OTHER CITIES & ATTRACTIVE TOURISTIC DESTINATIONS
NEW-BUILT AND CONVERSIONFRANCHISE CONTRACT
MANAGEMENT CONTRACT
Development Criteria
Why Invest In Grand Mercure – PERFORMANCE
THANK YOU