Accor and Sunmei set to open over 400 new Mövenpick hotels in China
Accor, the world leader in hospitality, today announces a new master franchise agreement with Sunmei Digital Intelligence Group to launch and develop Movenpick by Accor brand across China. Together, Sunmei and Accor plan to open more than 400 Movenpick by Accor smart technology hotels across China, representing more than 60,000 rooms. Sunmei Digital Intelligence Group will be Accor’s exclusive strategic partner for Movenpick by Accor brand hotels in China, leading the brand’s aggressive expansion efforts. The first one Movenpick by Accor hotel under this new agreement will open in the beautiful coastal city of Qingdao, in the eastern province of Shandong, in 2023 – coinciding with the 75th anniversary of the Mövenpick brand.
“We are delighted to partner with Sunmei Digital Intelligence Group, as a key strategic partner to grow and expand the Mövenpick brand with fully intelligent and sustainable hotels across China,” said Gary Rosen, CEO, Accor Greater China. “Together with Sunmei, we look forward to advancing Mövenpick’s growth, building on the exceptionally strong development momentum Accor is enjoying in the Chinese market.”
The strategic partnership agreement between Accor and Sunmei will see the companies create franchise opportunities for new Movenpick by Accor in cities and destinations across China. This will allow the brand to grow rapidly, with the development of hotels, resorts and extended stay properties, fully equipped with smart technology solutions. Sunmei’s technological edge and digital capabilities, combined with Accor’s deep expertise and leadership in China’s upscale hospitality sector, will ensure a strong growth trajectory for the upscale brand in China. Additionally, as new hotels build brand loyalty, Chinese travelers will increasingly seek out Mövenpick and other Accor brands when traveling abroad.
“The collaboration with Accor marks a key step for Sunmei and is fully in line with our group’s development strategy”, said Ma Yingyao, Chairman, Sunmei Digital Intelligence Group. “This key partnership represents our launch into the upscale hospitality industry and will usher in a new growth curve for the sustainability of our business over the long term.”
Mövenpick has developed its global reputation with over 150 hotels and resorts in operation and under development worldwide. Based on well-known and appreciated Mövenpick brand characteristics and Swiss heritage, Movenpick by Accor will offer China-specific brand adaptation – tailored to the interests, tastes, culture and preferences of Chinese customers. My Mövenpick Marketplace will be a standout – providing a lively, theatrical stream of retail experiences and opportunities tied to the destination and local community. In each hotel’s central lobby, a vibrant and colorful market concept will serve as a gathering place for guests and local residents – providing a central stage for social gatherings, dining, working, learning and relaxing. Guests are encouraged to explore the neighborhood with personalized recommendations for entertainment, events, nearby restaurants, and more.
Smart technology designed specifically for hotels will feature prominently throughout the Movenpick by Accor customer experience and support the brand’s holistic approach to sustainability in design, operation and guest onboarding. Some of the advanced features include room selection and booking; facial recognition for quick check-in and secure access to rooms; as well as custom controls for energy efficiency.
“Movenpick by Accor hotels in China is the start of a new era for the Mövenpick brand. The combined expertise of Sunmei and Accor gives us a great advantage as we bring the master franchise model to the premium segment with cutting-edge technology and an eco-friendly mindset,” said Mr Rosen. “We believe there is no better way to recognize Mövenpick’s outstanding achievements as a brand, its history and its dedication to its customers, than by laying the foundations for a bright future in China.”
Accor is a world leading hotel group made up of 5,300 establishments and 10,000 restaurants in 110 countries. The group has one of the most diverse and integrated hotel ecosystems in the industry, comprising more than 40 brands of luxury, premium, midscale and budget hotels, entertainment and nightlife venues, restaurants and bars, branded private residences, shared accommodation properties, concierge services, co-working spaces and more. Accor’s unrivaled position in lifestyle hospitality – one of the fastest growing categories in the industry – is led by Ennismore, a joint venture, of which Accor holds a majority stake. Ennismore is a creative hospitality company with a global collective of entrepreneurial, founder-driven brands with purpose at their heart. Accor has an unrivaled portfolio of distinctive brands and more than 230,000 employees worldwide. Members benefit from the company’s comprehensive loyalty program – ALL – Accor Live Limitless – a daily life companion that provides access to a wide variety of rewards, services and experiences. Through its Planet 21 – Acting Here, Accor Solidarity, RiiSE and ALL Heartist Fund initiatives, the Group focuses on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity and inclusiveness. Founded in 1967, Accor SA is headquartered in France and is listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC market (Ticker: ACCYY) in the United States. For more information, visit group.accor.com or follow Accor on TwitterFacebook, LinkedIn and Instagram.