Accor has signed a master franchise agreement with Sunmei Digital Intelligence Group to open more than 400 Movenpick properties across China.
The first hotel under the new deal is set to open in Qingdao in 2023, coinciding with the 75th anniversary of the Movenpick brand.
Accor has described the move as an “aggressive expansion effort”, which is an understatement considering there are currently only around 150 Movenpick properties in operation globally, and as yet none in China.
The agreement will eventually add 60,000 rooms to the Movenpick portfolio across the country, with the development of hotels, resorts, and extended stay properties.
Movenpick Hotels and Resorts was acquired by Accor in 2018, and recently opened properties in Ras Al Khaimah and Zagreb, as well as announcing plans for a new-build hotel close to Jakarta International airport.
Accor said that the Movenpick by Accor brand (as it will be known in China) will be tailored to the interests, tastes, culture, and preferences of Chinese guests, with the My Movenpick Marketplace concept being a signature element, offering “a lively, theatrical flow of experiences and retail opportunities linked to the destination and local community”.
Commenting on the news Gary Rosen, CEO, Accor Greater China, said:
“We are thrilled to join forces with Sunmei Digital Intelligence Group, as our key strategic partner to grow and expand the Movenpick brand with fully smart and sustainable hotels throughout China.
“Together with Sunmei, we look forward to advancing the growth of Movenpick, bolstering the exceptionally strong development momentum Accor is experiencing in the Chinese market.
“Movenpick by Accor hotels in China is the beginning of a new era for the Movenpick 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 recognize Movenpick’s outstanding achievements as a brand, its history, and dedication to its guests, than by laying the groundwork for a bright future in China.”
