Accor intends to expand its current network of 300 hotels and 65,000 rooms globally to 400 hotels by 2015. The group has also launched its second adaptation of the Grand Mercure-the Maha Cipta brand in Indonesia-with the Grand Mercure Jakarta Harmoni.
Focusing on emerging markets, Accor will conduct development in areas including Latin America, the Middle East, and Asia Pacific. Currently, 42 percent of the group’s luxury/upscale hotels are located in Asia Pacific, while 35 percent are in key European cities.
The additional launch of the Maha Cipta brand-meaning “the greatest creation” in Bahasa, Indonesia-is planned for upscale travelers seeking an authentic stay. Hotels will offer a mix of European and Indonesian cuisine along with spa treatments and swimming pools. The 484-room Grand Mercure Jakarta Harmoni will also offer traditional music and dance performances, batik painting workshops, and modern Indonesian art exhibitions.

“After the successful launch of the tailor-made brand Grand Mercure Mei Jue in China, we are launching Grand Mercure Maha Cipta on a market where we are already the leading player,” says Grégoire Champetier, Accor global chief marketing officer. “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.”
