Operational Marketing at Mercure Hotel Heilbronn

At Mercure Hotel Heilbronn, a full brand relaunch was required to implement the updated identity of the Accor Hotel Group. While the rebranding was defined at the corporate level, it had to be carefully adapted and brought to life at the local franchise level — both visually and operationally. Markus Mensch and his team were brought in to manage this critical transition and ensure seamless execution.

Implementing Accor’s New Identity, Enhancing Guest Experience & Driving Restaurant Revenue

The project began with the rollout of Accor’s new brand standards, supported by tailored in-house marketing measures that brought the updated identity into every corner of the guest experience. To support operational efficiency, the team also optimized housekeeping processes using visual marketing tools and communication aids designed to improve internal workflows and reduce friction.

An additional focus was placed on enhancing the check-in process and improving the complaint management system. A known service issue was proactively addressed through a creative marketing solution, softening guest perceptions before dissatisfaction could arise — a smart, guest-first approach that blended communication and service innovation.

To further increase profitability, the hotel’s restaurant marketing was taken over. New campaigns and in-house promotions were implemented to boost awareness and drive guest traffic. In parallel, social media management was restructured and executed consistently, reinforcing the hotel’s brand and positioning it more effectively in the local market.

Throughout the engagement, Markus Mensch and his team held regular strategy calls with hotel management, ensuring that all in-house marketing processes were reviewed, optimized, and aligned with broader performance goals.

Following the implementation of these strategic and operational improvements, the hotel was successfully sold — a clear sign of increased market value, brand strength, and operational readiness.

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