Scaling in China

Scaling in China

Qingdao, Shandong, China [Credit: Thomas Chen on Unsplash]

Accor’s partnership with Sunmei looks set to propel Mövenpick into the future. The brand’s restaurant heritage – kept alive in the hotels and resorts with signature branded food and drink – will adapt to the Chinese market and introduce 400 smart technology hotels representing more than 60,000 rooms.

Sunmei recently rebranded as Sunmei Digital Intelligence Technology Group with strategic cooperation from Tuya, Meituan and Tencent Cloud. The aim is to accelerate the digital transformation of hotels – of which, Sunmei already manages and operates more than 5,500 hotels in its portfolio (as of December 2021).

Under the partnership with Accor, Sunmei will roll out smart tech solutions such as facial recognition for room access and customised controls for energy efficiency. It will usher a “new era” for the Mövenpick brand, according to Gary Rosen the CEO of Greater China at Accor, with the first property slated to open next year.

China represented a major growth market for Accor in 2021, during which the company signed a record number of projects. It’s clear Accor is keen to maintain this momentum and expand in the region, with the master franchise model presenting a great opportunity to quickly scale.


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