Novotel

hpia gosndsalJdhnuiVBZUoxyvcSegmentation.

Segmentation is a strategy that distinguishes properties on the basis of price, service, function, style, offering and type of guest served. Accor Hotels has the Sofitel brand in the upper upscale segment; Novotel, Mercure, and Suitehotel in the upscale and midscale segments; Ibis in the economy segment; and Etap, Motel 6, and Formula 1in the budjet segment.

Mercure is a four star hotel. Each room is air-conditioned, comfortably furnished, has a Wi- FI access, and provides the high- quality-facilities. The main concept of Mercure hotels is that each has its own distinct personality grounded in its locality. Everything resonates with this local spirit, from the décor to the type of welcome and quality of service, as well as the restaurant where menus feature the best-in-class local products. Mercure hoteliers are a fount of local knowledge which they willingly share with guests to enhance their experience, help them plan their sightseeing and entertainment, and make the most of their stays. That is why in Vienna the hotel offers all facilities for a perfect stay and more: individual service with Viennese charm and the world famous Viennese Cuisine.

Targeting.

Mercure hotels are a perfect choice for both: business and leisure trips. The hotel has its Workspace with and Internet access, business center and meeting rooms. It offers a whole range of services to ensure a business trip couldn't run more comfortably. In case of trip with family or friends Mercure offers a wide range of facilities such as thalassotherapy or a mountain advice. Also you have the freedom to eat at any time with a choice of local specialties or more traditional fare, all accompanied by a wide range of Mercure Fine Wines to suit any taste. In case of a family trip Mercure disposes of suites with kitchenette for you to feel completely comfortable.

Positioning.

Accor has positioned itself in many countries around the world as a provider of innovative services to meet growing demand for solutions that enable companies and public institutions to improve productivity, while responding to the legitimate aspirations of their employees and for a better quality of life.

Mercure hotels are usually located in such a comfortable way that all the principal cultural attractions and business areas are situated close to it. The Hotel Mercure in Vienna is just 165 yds from the historic city center. It is within walking distance of attractions such as St. Stephen's cathedral (950 yds) and the Hofburg (1017 yds). Its central location, close to the Convention Center and with direct links to the Reed Messe (line U2) and Austria Center (line U1), makes it an ideal venue for both business and pleasure. The Mercure offers an excellent central location, close to the popular shopping streets. The direct underground line takes you directly to the city centre in just a few minutes. Vienna's Western Train Station (Westbahnhof) is directly adjacent, and the shuttle bus to the airport stops in front of the hotel.

Mercure Hotels are a brand of hotels run by French multinational corporation Accor.

The Mercure hotels are positioned between Ibis and Novotel in the Accor estate. Currently, about 750 hotels include the three to four-star to Mercure. In Austria Mercure chain consisits of 14 hotels.

Customers

Types of customers (Demographic):

? Businessmen (all-ages, mid-management);

? Tourists (singles, couples and married, all-ages, middle-class);

? Couples for a wedding;

Needs:

? Accomodation in a good middle-class hotel;

Psychographic profile:

? Design is friendly and a bit stylish. Color palette fits purple (major color), maroon and white. The concept of design strategy is to attract people by well-balanced contemporary approach to design with a sense of home comfort. All newsletters, advertisements, web-site, suites are designed in the Style – ‘beautiful & charming'.

1. Market

? Relevant market segments are Upscale and Upper Upscale;

? The market size (overnight stays per year):

o 44.1 million overnights per 5*-4* segment;

o 26.1 million overnights per 3* segment;

According to the latest available data from Statistics Austria, the overnight stays