Following on from the new generation of Jo&Joe youth hostels, another Accor brand is preparing to make a major leap forward in China. While 1,300 Jo&Joe hostels are planned for this vast market in the medium term, they will be the largest in the world. 400 hotels Mövenpick who are also expected to attend, as part of a master franchise agreement with the Sunmei Digital Intelligence group. For the occasion, the top-of-the-range business brand will be its entry into the Chinese market with the first hotel expected to open in Qingdao in 2023, at the same time celebrating 75 years of the Swiss brand.
A logical move, given that this coastal metropolis in Shandong province is home to the headquarters of Sunmei, a rapidly expanding group which, according to its website, has more than 5,000 hotels, 300 restaurants and 200 karaoke bars, as well as 30 furniture shops. " The collaboration with Accor marks a key step for Sunmei and is fully in line with our group's development strategy." said Ma Yingyao, Chairman of Sunmei Digital Intelligence Group.
The ambition is to develop the Mövenpick by Accor brand as a franchise throughout the country, with hotels and resorts as well as long-stay products. Mövenpick Living. While the brand currently offers nearly 150 establishments worldwide, the expected developments " mark the start of a new era for the brand" said Gary Rosen, CEO of Accor's Greater China region. fully intelligent and sustainable hotels" .
In this context, intelligent technologies - facial recognition for faster check-in, as well as secure access to rooms, personalised controls to enhance energy efficiency - will be part of the experience. As part of a general evolution in the hotel industry, the hotels will offer the My Mövenpick Marketplace lobby concept, transformed into vast living spaces where guests can work, meet and relax.
