A brand tailored to stick to the specifics of the Chinese market, Accor already operates for 27 years in China where it manages 121 hotels, the new upscale brand “Mei Jue” is a Chinese version of the Grand Mercure brand to be more easily recognizable to local customers.
“Mei Jue is an adaptation of Grand Mercure to the Chinese market,” noted Champetier Gregory, marketing director of Accor. “It has been tailored to meet the needs of Chinese customers. The hotels are also places of amusement to them, we can organize family events (like weddings), dinners for small groups in private dining rooms for them … This is a place of social life.”
In hotels Mei Jue, the staff are welcoming in the “Qipao” (旗袍), a traditional garment. Every day, customers are entitled to taichi sessions, and head massages. The restoration has obviously favorites for Chinese, and extended an offer of tea.
“This launch is part of our new strategy for our brand portfolio,” continues Gregory Champetier. “Our customers expect brands which better capture the complexity and diversity of identities. We must have relevant products and friendly local cultures.”
Today, the brand Mei Jue already has ten hotels. Ten others will join the network soon. “Our ambition is to have a network of 65 hotels by 2015,” says Gregory Champetier.