Accor to launch new brand in Indonesia

Accor has plans to expand its footprint of luxury and upscale properties to 400 hotels by 2015, from a current network of 300 hotels (65,000 rooms worldwide). As part of this strategy, Accor has launched Grand Mercure Maha Cipta, an upscale brand tailor-made for Indonesia.

Currently, 42% of the Accor’s luxury/upscale hotels are located in Asia Pacific and 35% are in key European cities. Development will continued to follow an “asset light” model with a prominence of management contracts, the group’s preferred model in the luxury/upscale segment.

Going forward, Accor will focus on developing its emerging markets, including Latin America, Middle East and Asia Pacific which, on its own, accounts for over 60% of the current pipeline (key countries include China, Vietnam and Indonesia). The segment’s gross revenue grew by 15% in 2012.

Accor has also unveiled a second tailor-made adaptation of the Grand Mercure brand, with the Maha Cipta brand in Indonesia. Maha Cipta means “The Greatest Creation” in Bahasa Indonesia.

“After the successful launch of the tailor-made brand Grand Mercure Mei Jue in China, we are launching Grand Mercure Maha Cipta in a market where we are already the leading player,” said Grégoire Champetier, Accor Global Chief Marketing Officer.  “We have tailored Grand Mercure for local travellers 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.”

Michael Issenberg, Chairman and Chief Operating Officer, Accor Asia Pacific, added: “Creating strong, locally relevant brands is a cornerstone of our strategy in Indonesia and across the Asia Pacific region and Grand Mercure Maha Cipta is a great example... launched last year, Grand Mercure Mei Jue has become an instant hit with guests and partners in Greater China, with 13 hotels in operation and 14 more under development. We look forward to replicating this success in Indonesia with Grand Mercure Maha Cipta, especially as we work towards our goal of operating 100 hotels across the archipelago by 2015.”

The first Maha Cipta hotel will be the Grand Mercure Jakarta Harmoni, located in the heart of Jakarta’s Central Business District (CBD).