Accor is strengthening the Japanese market with two brands Accor, a global hospitality group based in France, is a global company currently operating more than 5,400 hotels and residences and more than 10,000 restaurants and bars in 110 countries around the world. The company operates more than 40 hotel brands, ranging from luxury to economy. Mr. Dean Daniels, Representative Director of the Japanese subsidiary, noted that the two new brands are not well known in Japan, but that Grand Mercure and Mercure are well known worldwide, with 60 and 900 hotels in 12 and 60 countries, respectively. The two brands are not so well-known. He also explained that the concept of both brands is to convey the charm of the region. With the pandemic now over, Asia is once again attracting attention as the traffic between countries resumes, and Japan is certain to continue to grow inbound tourism with the support of the Japanese government. Regarding the development of the two brands of hotels, the company says, “The idea is to offer experiences that are rooted in the local community. There are many attractive places in Japan, even in standard tourist destinations. By rediscovering local attractions, we hope to deliver richer tourism and lodging experiences to our customers and contribute to the industry in rural areas of Japan,” he said, emphasizing the importance of connecting with the local community in the concept.
Aiming to revitalize decentralized travel through synergies from rebranding One of the reasons for joining forces with Daiwa Resort this time was that the hotels they own are in very attractive locations, such as near World Heritage sites and in locations rich in nature, the person in charge explained. He also explained that 20 of the 23 hotels have hot springs, which are popular among Japanese and foreigners alike, and that the remaining three hotels have large baths, indicating a great potential for the future in terms of facilities. While inbound tourism is currently recovering, a high percentage of visitors are still coming to major cities and well-known tourist destinations, but a high percentage of repeat visitors are coming to regional cities, and there is still much room for growth in regional cities if people find them attractive. Recently, the issue of overtourism has been widely discussed, and if it can be dispersed by strengthening the attraction of visitors to regional areas, it can prevent the concentration of visitors in one area and contribute to solving the problem. To this end, the company will consult with regional partners and local governments to create attractive content, especially during off-peak periods. The company says that it will further enhance the quality of its hotels and play a role in the revitalization of decentralized travel through the synergistic effects of rebranding the strengths of both Accor’s global hospitality services and operational know-how and Daiwa Resorts’ attractive facilities and regional connections.
Hotels will open simultaneously after rebranding, and reservations will be accepted from November 6. Koji Mayanagi, President and Representative Director of Daiwa Resort, took the stage and explained three reasons for rebranding all 23 hotels simultaneously. The first reason cited was the ability to efficiently capture inbound demand, which is expected to continue to grow in the future, by bearing a world-class brand. The third is to alleviate overtourism by offering diversified travel. For these three reasons, we believe it is now or never to open 23 hotels at the same time,” he explained. He then introduced several facilities that will undergo major renovations. The Royal Hotel Okinawa Zanbamisaki in Okinawa Prefecture will be reborn as the Grand Mercure Okinawa Zanbamisaki Resort, with new guest rooms, restaurants, lounges, and bathing facilities, and as a centerpiece, one of the largest swimming pools in Okinawa Prefecture. Royal Hotel Yatsugatake” in Yamanashi Prefecture will become “Grand Mercure Yatsugatake Resort & Spa” and its lobby, restaurant, lounge, hot springs, and wellness lounge will be renovated. All other Grand Mercure and Mercure hotels will undergo renovation of their public spaces, restaurants, and public baths. Some Grand Mercure will also renovate their guest rooms. The hotel is also working to strengthen its activities in advance of the rebranding, including outdoor field activities such as trekking and cycling information, water activities such as SUP, kayaking, and shower climbing, and sightseeing activities to explore the local area in depth, in cooperation with the local community. The number of activities has been increasing in cooperation with local communities. He explained that the company will continue to expand its activities, create local attractions, and disseminate information about the area. The rebranded hotel will open in the spring of 2024, with a detailed opening date to be announced later, but reservations will be accepted starting November 6.
Hotels to be rebranded to “Grand Mercure” (12 hotels in total) 1. Royal Hotel Okinawa Zanbamisaki (Okinawa Prefecture)
- the kasihara (Nara)
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Royton Sapporo (Hokkaido)
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the hamanako (Shizuoka Prefecture)
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Royal Hotel Nasu (Tochigi Prefecture)
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Royal Hotel Yatsugatake (Yamanashi)
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Hotel & Resorts MINAMIAWAJI (Hyogo)
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Hotel & Resorts ISE-SHIMA (Mie Pref.)
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Hotel & Resorts NAGAHAMA (Shiga, Japan)
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hotel & resorts MINAMIBOSO (Chiba, Japan)
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Hotel & Resorts WAKAYAMA-MINABE (Wakayama Pref.)
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Hotel & Resorts BEPPUWAN (Oita Prefecture)
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