Accor And Sunmei Set To Roll Out More Than 400 New Mövenpick Hotels Across China

Accor, a world leader in hospitality, recently signed a master franchise agreement with Sunmei Digital Intelligence Group to open and develop more than 400 ‘Mövenpick by Accor’ hotels across China. These will represent more than 60,000 guest rooms in Mövenpick’s portfolio across the country, with the development of hotels, resorts, and extended stay properties. The first Mövenpick by Accor hotel under this new agreement will open its doors in the coastal city of Qingdao, in eastern Shandong Province, in 2023 – coinciding with the 75th anniversary of the Mövenpick brand.

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 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.

“Mövenpick by Accor hotels in China is beginning 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. 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.” - Gary Rosen, CEO, Accor Greater China.

Based on the Mövenpick brand characteristics and Swiss heritage, Mövenpick by Accor will offer a China-specific adaptation of the brand – tailored to Chinese guests' interests, tastes, culture, and preferences.