Accor launches brand extension for China

Accor, Courcouronnes, France, announced the re-engineering of its Grand Mercure brand, tailored for the Chinese market.

The brand extension Mei Jue has been designed to appeal to upscale consumers, be as recognizable to Chinese guests as the Mercure hotel brand is to travelers around the world. The identity retains a sense of connection to its parent brand while being highly influenced by Chinese design form.


“Accor has tailored the Grand Mercure brand to better suit the Chinese clientele’s needs, in a strategic country and in the context of a booming upscale domestic travel business,” said Grégoire Champetier, chief marketing officer of Accor. “This brand is launched in the framework of our global project to modernize our brand portfolio. Our clients are now expecting brands capable of understanding the diversity and the complexity of their identity.”

Mei Jue hotels will include welcome staff wearing qipao and macaroon gift packs in each guestroom. Tai-chi sessions will be offered as well as complimentary head and shoulder massages for guests on premium floors. For food and beverage, a 24-hour congee menu will be available and an extensive range of local and imported teas.