Accor signs biggest franchise deal this year

Mercure absorbs 24 properties; Accor aims at 300 in UK by 2015

Europe’s leading hotel operator, Accor, took another step towards realising its target to increase its UK network to 300 hotels by 2015 on Friday. In what was called a landmark deal for the UK hotel industry, it signed a franchise agreement with Jupiter Hotels Ltd, the new owners of the former Jarvis hotels. It is also the biggest franchise deal for Accor this year, as 24 hotels with 2,664 rooms will now open under the Mercure hotel brand across the UK, bringing the total number of Mercure hotels in the UK to 68. The deal is the latest in a series of franchise agreements which has seen the Mercure brand expand rapidly in the UK in recent months, increasing its role in the local mid-scale market.
The new hotels are located in a range of locations, including tourist destinations like Brighton, York, Edinburgh and Inverness as well as cities such as London, Leeds, Bradford, Manchester, Bristol, Gloucester and Leicester. The partnership will, according to Accor, allow the properties to retain their individuality and style.
[pictured: Mercure Banbury Whately Hall Hotel]

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