Mövenpick Hotels & Resorts has announced it will be known as Rui Xiang in China, which means “brings you enjoyment and luck with Swiss quality.”
The new identity was created in collaboration with Interbrand following extensive customer research in Hong Kong, Shanghai, Beijing and Guangzhou.
Mövenpick Hotels & Resorts, Glattbrugg, Switzerland, also has launched a Mandarin website, and Sunny Li has been appointed vice president, development, to steer further expansion in China. Mövenpick’s new Shanghai office has also named a director of global sales and a director of technical systems services.
Mövenpick currently has three projects under development in China: the 300-room Mövenpick Hotel Jiading, Shanghai, and the 380-room Mövenpick Resort & Spa, Phoenix Island, Sanya, both opening next year, and the Mövenpick Hotel & State Guest House Chifeng, Inner Mongolia, opening in 2015.
“Large cities in China are saturated with hotel brands, and many Chinese investors are discovering we offer a Swiss breath of fresh air,” said Mövenpick President and CEO Jean Gabriel Pérès. “Our brand underlines Swiss values of reliability and quality, but we also offer a warm and human approach, which is refreshing to investors who may want a personable alternative to anonymous huge multi-national companies.”