ACCOR Asia-Pacific has launched Indonesia-centric brand, Grand Mercure Maha Cipta, with the new-build, 483-room Grand Mercure Jakarta Harmoni set to debut in a few months.
Like the China-centric Grand Mercure Mei Jue, Maha Cipta is designed to appeal to the huge domestic market – a chief reason why chains such as Carlson Rezidor Hotel Group are making a beeline for the country (TTG Asia e-Daily, March 6, 2013).
Maha Cipta’s touch points include welcoming guests in Bahasa, along with a treat of durian- or jackfruit-flavoured French macarons. F&B restaurants feature local favourites alongside European cuisine. Spa treatments use local spices. Traditional music and dance performances, batik painting workshops and modern Indonesian art exhibitions will be staged.
Graham Wilson, Accor’s SVP sales and marketing, said Maha Cipta would not alienate international guests: “In fact, there is a growing market of international travellers who want a more local experience. They might see it as Grand Mercure, but locals will relate better to Maha Cipta.”
He added that Indonesia’s middle class was “growing rapidly in numbers and sophistication”. “They want an upscale product, but they also want an Indonesian flavour,” he explained.
Mei Jue has also been a success in China, with the number of hotels to double to 26 in the next three years.
– Read more in TTG Show Daily – ITB Berlin
