"Privilège" is the name now given to the best rooms in Mercure hotels. According to Emmanuelle Mordacq, Mercure's Global Marketing Director, this is an offer that will appeal to business travellers. Some 75 hotels in France are already offering this new service, which is part of an overall renovation policy. The aim is for the hotels to evolve in the same way as the private homes of their customers (CSP+) evolve... since Mercure hotels are defending the "just like home" concept.
At the same time, Mercure is clearly repositioning itself in the non-standard mid-range segment by offering hotels with personality. For example, the development of "Mercure Pure Pleasures", services offering wine tasting (25th year of existence), coffee and tea (new)...
In terms of communication, the network has distributed three humorous visuals inspired by cinema posters and focusing on staff described as "superheroes". The one entitled "Les Mercures, ils repoussent les limites du possible" ("The Mercures, they push back the limits of what is possible") is aimed more specifically at business tourism. In this area, it is in 2009 that the offer should evolve the most: "We are thinking about how to combine the seriousness of meetings with the Pure Pleasures of Mercure", says Emmanuelle Mordacq.
