—An Exclusive Interview with Mr. Jean-Baptiste Le Blan, Director of Marketing, Accor Greater China

——专访雅高酒店集团大中华区市场部总监乐洋先生

2013 was a special year for Mercure. With a network of more than 700 hotels in 51 countries, Mercure, Accor’s leading midscale hotel brand celebrated its 40th anniversary. The brand also envisioned writing the next chapter for growth under its newly unveiled global transformation strategy.

Mr. Jean-Baptiste Le Blan, Director of Marketing, Accor Greater China, shared with Grand Hotels his views on what has made Mercure a truly successful and appealing hotel brand. Launched in 1973, Mercure was acquired by Accor as its second brand following Novotel. Mercure is a midscale hotel brand that combines the power of an international network and world-renowned high quality with the authentic experience of uniquely tailored hotels that are firmly rooted in their local regions. All Mercure hotels are unique properties managed by passionate hoteliers and operated under unified brand and service standards. By offering flexible options and customized service, Mercure has maintained sustained expansion, establishing itself as a world leading midscale hotel chain. Whether in the city center, on the seaside or in the mountains, Mercure hotels create memorable experiences for travelers with their relaxing ambiance and attentive service.

“After 40 years, Mercure has established itself as a global hotel chain with a particularly strong reputation in Europe. Here in China, we are extending its success by providing a unique option for our customers: a brand that incorporates an international network and vision with local elements, allowing guests to enjoy a truly authentic local experience,” said Mr. Le Blan, a French native who has fully integrated himself into China after working here for more than two years. “I love Shanghai. Both my friends and I enjoy living here a lot.”  

“In today’s highly segmented hotel market, Mercure focuses on destinations steeped in traditional culture and local character. In response to a changing market environment, Mercure improves both its design and operations with the aim of offering something unique: distinctive and enjoyable services tailored to each guest’s individual needs,” Mr. Le Blan continued. “For those living a hectic, fast-paced life, Mercure is also the brand that lives up to their expectations, including warm and attentive service, a cozy environment, a quality-centric and low-profile style, as well as a home-like feel. Compared to Novotel which is a standardized brand, guests of Mercure hotels are more inclined to explore and discover the delights and surprises that await them at their destination. In other words, by choosing Mercure hotels, you get to have memorable hotel experience inspired by the city.”

In 2013, Mercure hotels in China, together with over 700 global counterparts, held various activities during a 40-day campaign to celebrate the 40th anniversary. “It was not only a celebration for Mercure but also a joyful moment we wanted to share with our guests,” Mr. Le Blan said. During the 40th anniversary campaign, guests of 40-year-olds enjoyed a 40-percent discount on their food bills at Mercure Beijing Downtown and Mercure Wanshang Beijing; At Mercure Chengdu North, complimentary buffet dinner was offered to every 40-year-old guest; and at Mercure on Renmin Square Xi’an, 40-year-old guests had a lucky draw when they checked in at their hotel. Other activities held at Mercure hotels across the country include a 40-percent discount on special dishes and signature cocktails at Mercure Suzhou Park Hotel & Suites. Complimentary gifts and vouchers were also given to all guests at each Mercure hotel, and happy hour specials and cocktail parties were arranged as well. “All celebrations are organized under one theme: inviting every guest at Mercure hotels to feel our passion and sincerity as we come together to celebrate this milestone for Mercure.”  

“As a matter of fact, what Mercure has achieved as a brand over the past four decades is of critical importance to us. What we care about more are the people who have been brought together by the brand. It is our wish that every guest finds Mercure hotels a relaxing place where they can feel at home, have a friendly conversation, or simply have a great time together.” In Mr. Le Blan’s view, every single Mercure hotel together with its staff jointly contribute to the high reputation and strength of today’s Mercure brand.

In 2013, Mercure kicked off a global transformation strategy, rolling out a new approach to midscale hospitality and a completely redesigned service, including: a new lobby that has been entirely transformed into a friendly, social space that stimulates interaction; a collection of modern outfits for all employees; and a strong Mercure commitment, which includes a worldwide quality management system that guarantees the same high quality service across its network. This approach is unique in the midscale segment. It places hotelier services and responsiveness at the heart of the guest experience.

“As you step into a Mercure hotel room, you will be impressed by its contemporary and cozy atmosphere through the use of sober lines, natural materials, and warm color schemes,” Mr. Le Blan elaborated. “Mercure hotels offer guests an ideal place for enjoying a delicious meal, as well as convenient broadband Wi-Fi internet access. Mercure hotels also provide an array of additional amenities and options for customers who require a higher level of service in order to further improve their experience.”

Offering comfortable and relaxing lodging experience to customers is Mercure’s specialty. By answering the basic needs of its guests, Mercure has grown into a successful midscale brand in today’s highly competitive hotel market. For the past 40 years, Mercure has been leveraging this particular strength to the fullest. No doubt Mercure has a bright future of continued dynamic development ahead of it.

40年的发展，51个国家，700多家酒店，2013年对美居品牌意义非凡。这一年，美居迎来了品牌诞生四十周年纪念，是美居团队欢庆的时刻，庆祝品牌在全球40年耕耘的丰硕成果；也是美居展望的时机，展望着在新理念的指引下续写篇章。

《大酒店》有幸请到了雅高酒店集团大中华区市场总监乐洋先生，谈一谈美居品牌的成功之道与魅力之源。美居于1973年诞生，是雅高酒店集团继诺富特之后创立的第二个酒店品牌。美居定位于中端酒店市场，将强大的全球酒店网络、国际水准高品质的服务与原汁原味的当地特色酒店体验相结合。每家美居酒店都与众不同，根植于所在的当地环境中，由热情洋溢的酒店管理者经营，并共享统一的品牌和服务标准。通过灵活的经营方式和个性化的服务，美居不断拓展其全球网络，目前已成为全球领先的中端连锁酒店品牌。不管坐落在城市中心或是依山傍水，美居酒店以轻松的氛围、贴心的服务为旅行者留下独特难忘的酒店住宿和城市体验。

“通过40年的努力，美居身影遍布全球，在欧洲已经建立卓著的声望。今天在中国，我们延续这一成功，为这里的客人们提供一个别样的选择：国际化的格局与视野结合本地的风土人情，让入住的客人体验当地原汁原味的风情。”乐洋先生说道。看得出来，在中国工作两年多之后，来自法国的他已经完全融入了这里的环境，“我喜欢上海。我跟我的朋友们都很享受在这里生活。”

“在高度细分的市场，美居将目光聚焦在那些文化传统深厚、特色鲜明的地方。美居品牌顺应市场的发展，在酒店设计和运营环节不懈努力，坚持打造自己的风格：提供贴近客人需求的、有特色的、让客人乐在其中的酒店。”乐洋先生介绍说，“在现代快节奏的工作和生活中，客人也许更需要这样一家酒店，它拥有温馨的服务、安静的环境、强调品质而不张扬的风格、安逸如家的享受。与雅高旗下另一中端品牌的诺富特相比，美居酒店的客人可能更喜欢探索和发现，发现旅途中的亮点和惊喜。换句话说，下榻美居酒店，你将体验到的是其所在的城市。”

2013年，中国的美居酒店与全球700多家酒店一起举行了长达40天的系列庆祝活动，共庆品牌诞生四十周年这一里程碑。“这不仅是美居品牌的庆典，这也是我们与客人们一起庆祝的时刻。”乐洋先生说。 在“四十周年纪念”主题活动中，四十岁的客人可以在北京华腾美居酒店和北京万商美居酒店享受餐费六折的优惠；成都春天美居酒店为四十岁的客人提供一份免费自助晚餐；在西安美居人民大厦，四十周岁的客人可以获得一次幸运抽奖的机会。除此之外，各酒店还推出不同的系列活动。苏州商旅美居酒店推出特色菜以及特调鸡尾酒六折优惠。各酒店还向客人赠送小礼品和免费礼券，举办欢乐时光和鸡尾酒会等活动。“所有庆祝活动都围绕着一个主题：让美居酒店的每一位客人感受到我们的热情和真诚，共庆这一富有纪念意义的时刻。”

“相对于品牌40年的成绩，我们更在意的是汇聚在这个品牌下的人们。我们希望每一位入住美居酒店的客人都能感受到如同在家一般轻松和惬意的氛围。在这里，人们可以如同家人般亲切地交流，融洽地相聚。”在乐洋先生看来，美居品牌形象的建立，是一家家美居酒店和其员工在顾客心目中所留下印记的汇聚。在美居，无论是管理者还是员工，他们身上都有着同样的特质：周到细致，随时恭候，时刻准备聆听来自宾客的需求。不论是风格各异的客房设计还是别具风味的菜单，美居致力于体现当地独特的风土人情。除此以外，通过全球统一的质量管理系统，美居确保所有酒店保持同样高水准的服务。

美居于2013年在全球范围内启动了品牌更新战略，在坚持原有品牌定位与风格的基础上，通过更新酒店面貌和提供新的服务设定中端连锁酒店的软硬件新标准，包括：更新的酒店公共空间，使其成为一个更友好、互动性更强的社交场所；使用新的、统一的员工着装强化品牌形象；强有力的美居品牌承诺，其中包括全球一致的标准化质量管理体系，确保全球所有美居酒店提供统一的高品质服务，让酒店服务和响应能力成为宾客体验的核心，这在中端酒店市场独树一帜。

“步入美居酒店，你将会被现代、温馨的氛围所吸引。房间内的装饰洋溢着轻松休闲的气息，整体线条淡雅纯净，装饰材料简单自然，客房色调温暖柔和。”乐洋生动地描述着，“在这里能惬意地享用美食，也有网络连接高速便捷。酒店还配备一系列增值服务和附加设施以提升客户舒适度。”

这样温馨舒适的体验很容易触动人心。无论是来自哪里去向何方，人们内心的需求是一样的，美居能抓住这一本质去触动人心，自然也就抓住了在激烈竞争中致胜的法宝。所谓“利绝一源，用师十倍”。美居这一来自法国的品牌用40年的斐然成就诠释了这句中国古话的深刻内涵。对品质的保证、国际化网络、本土化体验和高水准服务的专注成就了今日的美居，也必然让推动美居在未来继续蓬勃发展。