Accor, a world leader in hospitality, today 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.
