Accor strengthens New Zealand high-growth regional strategy with latest deal
The latest signing marks the group’s arrival in Tauranga and a significant milestone as the city’s first internationally branded hotel.
Formerly Hotel Armitage and Conference Centre in Tauranga’s CBD, the 80-room hotel has been rebranded as Mercure and is in the final stages of a multi-million-dollar refurbishment to guest rooms, public spaces and food and beverage outlets to bring it in line with the group’s brand standards.
Further enhancements, including conference facilities and recreational amenities, are planned for later stages to further strengthen its appeal across multiple market segments.
Accor’s New Zealand portfolio now spans to 49 hotels with continued growth in high-potential regional destinations such as the Bay of Plenty.
Accor’s Chief Operating Officer in the Pacific region, Adrian Williams, said the opening reflects strong confidence in Tauranga and its evolution as a key regional hub.
“Tauranga has been a focus for us for some time. Tourism earnings rose by 5% last summer, underscoring the Bay of Plenty’s strong fundamentals and increasingly important role in New Zealand’s tourism and business landscape,” Williams said.
“As the first internationally branded hotel in the city, Mercure Tauranga represents a significant milestone for the local industry. It allows us to bring global standards, distribution and loyalty to the market, while supporting the continued evolution of Tauranga as a compelling destination for both domestic and international travellers.”
The existing team has been retained, with additional roles expected as the hotel transitions and stabilises under the Mercure brand.
This latest Accor addition comes as the Bay of Plenty rebuilds momentum following recent weather events, including Cyclone Vainu. The introduction of an international midscale brand is expected to strengthen accommodation supply, support visitor growth, and bolster long-term regional confidence.
Mercure Tauranga is expected to cater to a diverse mix of segments, including corporate travellers, conferencing and events, sports groups, and leisure visitors. Building on the strong legacy of Hotel Armitage and Conference Centre, the property will continue to play a key role in hosting meetings, conferences and group business in the region, the group stated.
The signing also strengthens Accor’s long-standing partnership with Prime Hotels bringing its New Zealand properties under Accor management to three. This includes Mercure Wellington Abel Tasman and Mantra Wellington Central City, which was rebranded from Mercure to Mantra on 30 April.
“We see clear potential in Tauranga and the wider Bay of Plenty region. This transformation will position the hotel strongly for the future, supported by the strength of Accor’s brands, global distribution network and loyalty platform, while continuing to serve corporate, conferencing, sports and leisure markets, as well as the local community,” Prime Hotels Executive Director Antoinette Muollo-Aharoni said
Accor’s New Zealand portfolio spans across Auckland, Queenstown, Christchurch, Wellington, Rotorua and Lake Tekapo, with 17 brands currently in operation across the country.