China: Accor has signed a master franchise agreement with Sunmei Digital Intelligence Group to open 400 Mövenpick by Accor hotels across China.
The first Mövenpick by Accor hotel under the partnership will open in 2023, located in the coastal city of Qingdao in the eastern Shandong Province.
Sunmei Digital Intelligence Group will become Accor’s exclusive partner for Mövenpick hotels in China, with the deal representing more than 60,000 guest rooms in the pipeline. Sunmei will provide smart technology solutions and other digital capabilities including room selection and booking, facial recognition for speedy check in and security access to guest rooms, as well as customised controls for energy efficiency in-room.
Ma Yingyao, chairman at Sunmei Digital Intelligence Group, said: “The collaboration with Accor marks a key milestone for Sunmei and is fully aligned with our group development strategy. This key partnership represents our launch into premium hospitality and will usher in a new growth curve for our long-term business sustainability.”
The Mövenpick by Accor brand will be adapted to the Chinese market. In the central lobby of each hotel, a Mövenpick Marketplace concept will provide experiences and retail opportunities for guests to dine, work, socialise and learn.
Gary Rosen, CEO at Accor for Greater China, said: “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. 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.”
“Mövenpick by Accor hotels in China is the beginning of a new era for the Mövenpick brand,” Rosen continued. “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.”
Mövenpick has over 150 hotels and resorts in operation and under development around the world.
