Accor has signed a master franchise agreement with Sunmei Digital Intelligence Group to debut and develop the Mövenpick brand in China – a deal that will see more than 400 Mövenpick by Accor smart technology hotels rolled out across the country.
As Accor’s exclusive strategic partner, Sunmei will lead an aggressive expansion of Mövenpick by Accor in China which will begin with the opening of the first hotel in the coastal city of Qingdao, in eastern Shandong Province, next year.
“We are thrilled to join forces with Sunmei Digital Intelligence Group, as our key strategic partner to grow and expand the Mövenpick brand with fully smart and sustainable hotels throughout China,” said Accor Greater China CEO, Gary Rosen.
“Together with Sunmei, we look forward to advancing the growth of Mövenpick, bolstering the exceptionally strong development momentum Accor is experiencing in the Chinese market.”
By creating franchise opportunities for new Mövenpick by Accor in cities and destinations across China, the brand will be able to scale rapidly, with the development of hotels, resorts, and extended stay properties, fully equipped with smart technology such as facial recognition for quick check-in and security access to guestrooms; as well as customised controls for energy-efficiency.
“The collaboration with Accor marks a key milestone for Sunmei and is fully aligned with our group development strategy,” said Sunmei Digital Intelligence Group Chairman, Ma Yingyao.
“This key partnership represents our launch into premium hospitality and will usher in a new growth curve for our long-term business sustainability.”
Based on the Mövenpick brand characteristics and Swiss heritage, Mövenpick by Accor will offer a China-specific adaptation of the brand, tailored to the interests, tastes, culture, and preferences of Chinese guests.
A signature element of the brand offering will be My Mövenpick Marketplace – a vibrant market concept in the lobby of each hotels where guests and local residents can socialise, dine, work, learn and relax.
“Mövenpick by Accor hotels in China is the beginning of a new era for the Mövenpick brand,” said Rosen.
“The combined expertise of Sunmei and Accor gives us a great advantage as we bring the master franchise model to the premium segment with advanced technology and an eco-friendly mindset.
“We believe there is no better way to recognise Mövenpick’s outstanding achievements as a brand, its history, and dedication to its guests, than by laying the groundwork for a bright future in China.”