Accor signs deal in China to open 400 franchised Mövenpicks –

Accor is playing the long game in China because despite persistent shutdowns related to COVID, the Parisian giant is seizing the opportunity by signing a master franchise agreement with Sunmei Digital Intellegence to develop some 400 Mövenpick by Accor hotels, resorts and extended stays. Properties.

There are no details on the timing of this massive roll-out which will represent more than 60,000 guest rooms, but Sunmei already has a very strong presence in China, ranking 12th in the HOTELS new 225 ranking with more than 288,000 rooms and 5,804 hotels initially opened. of this year. The first hotel under the agreement will open in Sunmei’s home market in Qingdao in 2023.

Rendering of the Mövenpick by Accor concept for the Chinese market

According to data from HOTELS, at the beginning of this year, Mövenpick had 111 hotels open worldwide representing 25,899 rooms.

The China-specific adaptation of the Swiss-inspired brand will feature the My Mövenpick marketplace with theatrical experiences and retail opportunities tied to the destination and local community. The colorful market is intended to serve as a gathering place for guests and locals for social gatherings, meals, work and learning. In line with industry trends, customers will receive personalized recommendations for entertainment, events, nearby restaurants, and more.

Smart technology features will include room selection and booking; facial recognition for check-in and secure room access; as well as custom controls for energy efficiency.

Founded in Qingdao, China in 2010, Sunmei Digital Intelligence Group manages and operates 25 brands with more than 6,300 stores, including hotels, residences, urban projects, business management, retail, restaurants, cafes and entertainment venues.

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