With a target of more than 60,000 guestrooms, the strategic alliance between the hotel groups has already delivered 10 new signings in its first 12 months.
The partnership has more than one hundred project negotiations underway and multiple openings due in 2023. Tailored for Chinese travellers, Mövenpick by Accor is an extension of the global Mövenpick Hotels & Resorts brand, which is celebrating its 50th anniversary in 2023.
Mövenpick by Accor leverages the combined expertise of Sunmei and Accor to bring a master franchise model to the premium segment, with advanced technology and an eco-friendly mindset. The brand is already scaling rapidly, with signings that include Mövenpick by Accor Nanjing, Mövenpick by Accor Qingdao Sunmei, Mövenpick by Accor Huangdao Qingdao, Mövenpick by Accor Kashgar, Mövenpick by Accor Longnan Ganzhou; and more destinations such as Shenzhen, Changsha, Shijiazhuang, Suqian, Xuzhou, Zhangjiagang, and Raoping.
With Mövenpick brand characteristics including heartfelt service and mindful sustainability as well as Swiss heritage at its foundation, Mövenpick by Accor will offer China-specific adaptations tailored to the interests, tastes, culture, and preferences of Chinese guests with a modern and inviting touch.
My Mövenpick Marketplace will be a signature element anchored in the hotel lobbies – offering a lively flow of social experiences and retail opportunities linked to the destination and local community. Smart technology designed specifically for hotels will feature prominently throughout the Mövenpick by Accor guest experience and support the brand’s holistic sustainability approach to hotel design, operations, and guest hospitality.
Gary Rosen, CEO, Accor Greater China, said: “As Mövenpick marks its 50 year milestone in hospitality, we want to acknowledge our partnership with Sunmei and celebrate the exciting path we are charting together for the brand in China. Mövenpick by Accor builds on the brand’s longevity, its strong heart and timeless Swiss hospitality.
“Mövenpick is a brand with huge appeal to Chinese travellers – as well as developers and investors – because it is rooted in the idea of sharing pleasures with others, a concept that aligns with Chinese values. The expertise of Sunmei allows us to further customise our Mövenpick by Accor experience, with an emphasis on smart technology and sustainability. As the Chinese hospitality industry continues to gain strength, we are proud to see a strong demand for Mövenpick by Accor and we look forward to bringing these hotels to communities all over the country.”
Meeting rising demand
Ma Yingyao, chairman and CEO, Sunmei Group, added: “As the pace of tourism picks up, we find that high-quality and international hotel brands with strong brand characteristics and unique experiences are attracting more interest than ever before – both from the consumer market and investors.
“Mövenpick by Accor is meeting this demand with its rich and diverse brand experience elements, bringing global name recognition and a unique Swiss cultural element into the local tourism market. It’s a powerful combination and a strong brand positioning that is commanding massive attention in the Chinese market and industry, while steadily advancing our brand expansion plan with Accor.”
Mövenpick has nearly 120 hotels worldwide, and another 50 new hotels set to open by 2025.
When the first Mövenpick by Accor hotel debuts in China in 2023, it will join the brand’s portfolio of signature properties such as Mövenpick Hotel Basel in Switzerland, Mövenpick BalaLand Resort Lake Balaton in Hungary, and Mövenpick Resort and Spa Fruške Terme in Serbia, as well as new destinations in Poland, Azerbaijan, Armenia, and Croatia.