Accor makes deal in China to open 400 franchised Mövenpicks

Accor is playing the long game in China as despite persistent COVID-related shutdowns the Paris-based giant is seizing the day by signing a master franchise agreement with Sunmei Digital Intellegence to develop some 400 Mövenpick by Accor smart technology hotels, resorts and extended-stay properties.

There are no details on the timeframe for this massive rollout that will represent more than 60,000 guest rooms, but Sunmei already has a very strong presence in China, ranking 12th in HOTELS new 225 ranking with more than 288,000 rooms and 5,804 hotels open at the start of this year. The first hotel under this deal will open in Sunmei’s home market of Qingdao in 2023.

Rendering of the Mövenpick by Accor concept for the Chinese market

According to HOTELS data, at the start of this year Mövenpick had 111 hotels open globally representing 25,899 roooms.

The China-specific adaptation of the Swiss-inspired brand will feature the My Mövenpick Marketplace with theatrical experiences and retail opportunities linked to the destination and local community. The colorful Market is intended to serve as a gathering place for guests and locals for social meetings, dining, working, and learning. In keeping with industry trends, guests will receive personalized recommendations for nearby entertainment, events, restaurants, and more.

Smart technology features will include room selection and booking; facial recognition for check-in and security access to guestrooms; as well as customized 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, city projects, commercial management, household retails, restaurants, cafes and entertainment.