Accor has announced a new master franchise agreement with Sunmei Digital Intelligence Group to debut and develop Mövenpick by Accor brand across China.
Together, Sunmei and Accor plan to open more than 400 Mövenpick by Accor smart technology hotels across China, representing more than 60,000 guestrooms. Sunmei Digital Intelligence Group will be Accor’s exclusive strategic partner for Mövenpick by Accor branded hotels in China, leading the brand’s aggressive expansion efforts. The first Mövenpick by Accor hotel under this new agreement will open its doors in the beautiful coastal city of Qingdao, in eastern Shandong Province, in 2023 – coinciding with the 75th anniversary of the Mövenpick brand.
“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 Gary Rosen, CEO, Accor Greater China. “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.”
The strategic partnership deal between Accor and Sunmei will see the companies create franchise opportunities for new Mövenpick by Accor in cities and destinations across China. This will enable the brand to scale 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 the Chinese premium hospitality sector will ensure a strong growth trajectory for the premium brand in China. Additionally, as the new hotels build brand loyalty, Chinese travelers will increasingly seek out Mövenpick and other Accor brands for their travels abroad.
“The collaboration with Accor marks a key milestone for Sunmei and is fully aligned with our group development strategy,” said Ma Yingyao, Chairman, Sunmei Digital Intelligence Group. “This key partnership represents our launch into premium hospitality and will usher in a new growth curve for our long-term business sustainability.”
Mövenpick has developed its global reputation with over 150 hotels and resorts in operation and under development around the world. Based on the well-known and beloved 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. My Mövenpick Marketplace will be a signature element – offering a lively, theatrical flow of experiences and retail opportunities linked to the destination and local community. In the central lobby of each hotel, a vibrant and colorful Market concept will serve as a gathering place for guests and local residents – providing a central stage for social encounters, dining, working, learning, and relaxing. Guests are encouraged to explore the neighbourhood with personalized recommendations for nearby entertainment, events, restaurants, and more.
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. Some of the advanced features include room selection and booking; facial recognition for quick check-in and security access to guestrooms; as well as customized controls for energy-efficiency.
“Mövenpick by Accor hotels in China is the beginning 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 advanced 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 dedication to its guests, than by laying the groundwork for a bright future in China.”