Exclusive: Accor is focusing on the mid-range

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Accor Pacific Senior Vice President Development and Franchise, Lindsay Leeser, deals with the growth of mid-range and high-end brands within the company.

While midscale and upscale brands continue to be a popular choice for travelers to urban and regional destinations, owner interest in our flagship Novotel, Mantra and Mercure brands has never been stronger.

Around the world, travelers tell us there is a desire for international branded properties that offer quality, affordable products with choice, consistency, lifestyle experiences and essential amenities. Luckily, our midrange brands deliver on these touchpoints in spades.

As Australia’s largest hotel brand with 75 properties across the country, Mantra has had a great journey of strategic pipeline growth over the years. Since acquiring Mantra in 2018, Accor has continued to grow the brand by adding five new Australian hotels, including Mantra Albury Hotel, Mantra Epping Melbourne, Mantra Mackay, Mantra Melbourne Melton and Mantra Traralgon.

We were delighted to recently announce the finalization of our historic hotel portfolio management agreement with Salter Brothers, which will see the rebranding of 10 Travelodge hotels – nine to Mercure and one to ibis Styles. The addition of these nine Mercure hotels brings the Mercure brand to 53 properties in Australia, making Mercure the largest and fastest growing global midscale brand in the country.

Last year we unveiled our next generation of Mercure hotels with the launch of Mercure Melbourne Doncaster and Mercure Auckland Queen Street. These new-look properties have introduced a benchmark for midscale hotels to the region with market-leading innovation, indulgent design and genuine commitment. We also recently announced a stunning new Mercure hotel in Pakenham, Victoria, which will open in September.

Novotel recently celebrated its 30th anniversary in Australia and continues to grow with a series of key new openings and signings including Novotel Christchurch Airport, Novotel Melbourne Preston, Novotel Devonport and Novotel Hawthorn Melbourne. Today, with these new additions, Novotel is the largest upscale hotel brand in the Pacific region.

2022 is proving to be a pivotal year of growth for Accor, particularly in our mid-range and high-end portfolio.

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