Accor to focus on Mercure expansion in 2017

22-Dec-2016 - Last updated on 26-Apr-2021 at 18:52 GMT

AccorHotels is to focus on expanding its four-star Mercure brand across the UK in 2017 after making a string of acquisitions in the past year.

The French hotel giant said ‘strong organic franchise growth’ was one of its key priorities in the UK for the next twelve months.

It also confirmed plans to open an 84-room Mecure site in St Helens, Merseyside in April 2017 under franchise agreement with Balaji Hotels.

Thomas Dubaere, managing director of AccorHotels UK & Ireland, said: “Accelerating the franchise growth of the Mercure brand is a key strategic priority for us in 2017 and we remain focused on seeking additional growth opportunities in the UK.

“[St Helens] is the kind of opportunity we’re looking to replicate.”

Accor boosted its luxury portfolio in July after acquiring FRHI Hotels & Resorts, owner of the Fairmont, Raffles and Swissotel brands, for £1.9bn in one of the biggest merger deals of the year.

It also ramped up its challenge to room sharing site Airbnb with the purchase of home rental service onefinestay in April and announced the launch of budget brand Jo&Joe, aimed at the millennial market, in September.

The company said in January it was aiming to continue to grow its portfolio of rooms in the UK and Ireland by more than 30 per cent in to 2017.