ACCOR Hotels

The Client

ACCOR Hotels is a leading international hotel operator with brands spanning the luxury, midscale and economy markets. In Australia, its midscale brands – Mercure and Novotel – have a stronghold on the conference, meeting, incentives and events (MICE) market, but they wanted to create a point of difference with a new approach to their MICE offering.

About the Project

ACCOR appointed brand and communications consultancy, Republic of Everyone (RoE), to design, pilot and roll out a new sustainability-led product that gave high-value customers a new reason to book their next conference or meeting with Mercure and Novotel Hotels.

With healthy food options, inspiring plant-filled interiors, energy boosters and team building activities all part of the package, the concept for Mercure ‘Mindful Meetings’ and Novotel ‘In Balance’ Meetings was created. The program was piloted in 2015 and will be rolled out across select Mercure and Novotel meeting venues around Australia in 2016.

Video

www.accorconferences.com.au/mercure

My Role

Drawing on my combined background in hotels, running Yoga retreats and creating experiential content in the health and wellness space, RoE sub-contracted me to put the ‘skin on the bones’ in order to pilot and roll the concept out in a practical sense. My involvement in the project included:

• Designing a program of 5, 10 and 20-minute ‘energy boosters’ (including Yoga, meditation, Tai Chi / Qi Qong and self-massage), key note presentations, workshops and team building activities to be incorporated into the Package offering and delivered by third-party experts
• Curating and briefing experts to deliver the package components (including designing menus for the healthy food options)
• Scoping and costing the package inclusions
• Writing sales support and internal selling documents for ACCOR staff and promotional materials
• Design, on-camera presentation and notes for a 15-minute energy booster routine.