Mercure_Pricing_policy_GB

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1、PricingpolicycLIcKPublicoffersHEREaLet’skeepitsimple!StrictlyConfidential–Forin-houseuseonly–2012PREFACETYPESOFSTANDARDBRANDOFFERSPERMANENTGLOBALPERMANENTLOCALPUNCTUALRULESOFDISPLAYCONCLUSIONANDGOALSOFFERSOFFERSPRESENTATIONBRANDOFFERSBRANDOFFERSPROMOTIONALOFFERS&CLUSTERSta02Let’skeepitsimple!Mercu

2、re’sgoalistobecomethemostrecommended“GLOCAL”brandbyitsguests,partnersandemployees.InourPricingstrategy,being“GLOCAL”meansdefiningstandardsalesoffersandmanagementrulesgloballywhilegivingcountriestheabilitytoapplysomemodificationslocally.Ourpriorityistobuildastronger,moreattractivebrandthatconsistentl

3、ymeetstheneedsofbothguestsandhotels.Ourpricinganddistributionstrategyisactivelyinvolvedinachievingtheseobjectivesandshouldstrengthenourcompetitiveness,attractiveness,visibilityandperformance.Thekeystosuccessaresimplicityandperformance!Happyreading,FrédéricFontaine,SeniorVice-President,MercureGloba

4、lMarketingStrictlyConfidential–Forin-houseuseonly-2012PREFACETYPESOFSTANDARDBRANDOFFERSPERMANENTGLOBALPERMANENTLOCALPUNCTUALRULESOFDISPLAYCONCLUSIONANDGOALSOFFERSOFFERSPRESENTATIONBRANDOFFERSBRANDOFFERSPROMOTIONALOFFERS&CLUSTERSta03Let’skeepitsimple!Goals>Implementasimplified,flexible,dynamicand>B

5、oostinternationalstaysbypromotingourofferseffectivepricingstructurethatisinlinewiththeinamaximumnumberofcountries.diversityofournetworkandthedistributionneedsofourhotels,andthatiseasytounderstandforour>Improvedistributionmanagementthroughclients.theuseofflexibleratesforthebrand’stwomajoroffers(FL4

6、fortheCityofferandFL5fortheEarly>SimplifyratemanagementforourhotelsbyBookingOffer),whenevernecessaryandfollowingproposingacatalogueofoffersindexedonthetheRevenueManagementpolicysetdownbythereferencerates.country.>Increaseattractiveness,loyaltyandthe>Finally,implementacoordinated,multi-countryconve

7、rsionratebysimplifyingthedisplayofourpromotionalstrategy(tacticalapproachfortheoffers.Amaximumoffouroffersperhoteldisplayedbusinessandleisuresegments)whenneeded.atanytimeondirectandindirectwebsites.>Improveperfor