Accor reveals Daiwa’s rebranding locations in Japan

Pictured: rendering of Grand Mercure Yatsugatake Resort & Spa bath lounge. Image © Accor
Accor has unveiled the 23 Daiwa Resorts sites in Japan which will join its portfolio, adding 6,000 rooms to its nationwide network.

All hotels are set to open simultaneously in Q2 2024 under either the Grand Mercure or Mercure brands.

Grand first

These projects are a result of Accor’s recent agreement with Ebisu Resort LLC to renovate and rebrand Ebisu’s Daiwa portfolio.

This will see Grand Mercure making its debut in Japan, offering ‘proudly local’ premium hotels, inspiring guests to experience their destination through local celebrations and multi-sensory experiences crafted by local hosts. Additionally, Mercure offers locally inspired, high-quality midscale hotels that are designed to awaken people’s appetite for discovery.

Key properties

Two key properties scheduled to open are Grand Mercure Yatsugatake Resort & Spa, located in the mountainous landscape of Yatsugatake, and Grand Mercure Okinawa Cape Zanpa Resort, near Zanpa Beach.

Both properties will undergo extensive renovations, including common spaces such as the lobby, restaurants and onsen (hot springs.) Additionally, Grand Mercure Okinawa Cape Zanpa is set to open one of the largest swimming pools in Okinawa prefecture.

Portfolio additions

The remaining rebranded Grand Mercure sites involved in the deal are: Grand Mercure Lake Hamana Resort & Spa, Grand Mercure Nasu Highlands Resort & Spa, Grand Mercure Beppu Bay Resort & Spa, Grand Mercure Awaji Island Resort & Spa, Grand Mercure Nara Kashihara, Grand Mercure Ise-shima Resort & Spa, Grand Mercure Lake Biwa Resort & Spa, Grand Mercure Minamiboso Resort & Spa, Grand Mercure Wakayama Minabe Resort & Spa and Grand Mercure Sapporo Odori Park.

Meanwhile, the rest of the Mercure Hotels joining the network comprise: Mercure Kyoto Miyazu Resort & Spa, Mercure Nagano Matsushiro Resort & Spa, Mercure Saga Karatsu Resort, Mercure Wakayama Kushimoto Resort & Spa, Mercure Toyama Tonami Resort & Spa, Mercure Kochi Tosa Resort & Spa, Mercure Miyagi Zao Resort & Spa, Mercure Tottori Daisen Resort & Spa, Mercure Urabandai Resort & Spa, Mercure Noto Resort & Spa and Mercure Fukuoka Munakata Resort & Spa.

Authentic offer

Garth Simmons, CEO, premium, midscale and economy division for Accor in Asia. said: “We are very pleased to be able to share a first glance at what some of these incredible properties will look like once they are ready to open. Stemming from Mercure’s brand beliefs and considering the popularity of Japan as a tourism destination, we are convinced that these 23 properties give us an opportunity to offer our guests truly authentic local experiences that can only be offered in these unique destinations.

“We appreciate the immense trust that Japan Hotel Reit Advisors, Daiwa Resort’s asset manager, has placed in Accor to lead this transformative project to success, alongside the opportunity to introduce the Grand Mercure brand into Japan.”

Rebranding challenge

Koji Mayanagi, Daiwa Resort Co Ltd president and CEO commented: “In April 2024, Daiwa Resort Co Ltd will take on the major challenge of rebranding and opening 23 hotels simultaneously nationwide under two new brands, Mercure and Grand Mercure. This rebranding of our properties will undoubtedly promote undiscovered rural areas across the country as well as tackle the current over-tourism challenge of Japan.

“This incredible undertaking will also give us an opportunity to respond to diversifying travel needs by creating a new story with Accor to enhance the value of the undiscovered gems all over the country and deliver them to customers in Japan and overseas. We will contribute not only to the hotel but also to the entire destination and help to revitalise the communities,” 

Japanese pipeline

Renovations of the properties will begin in Q4 2023 and are expected to be completed by Q2 2024.

Accor currently operates 21 properties (5,085 keys) in Japan under several brands, including Pullman, Swissôtel, Mercure, Novotel, ibis, ibis Styles and ibis Budget. In addition to the hotels signed within this agreement, there are five more properties (1,147 keys) currently in Accor’s national pipeline, including the 178-room Mercure Tokyo Hibiya, slated to open before the end of this year, and Novotel Nara Hotel, bringing 264 keys online in Q3 2024.