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Movenpick jumps on Chinese brand-wagon
Zurich, May 2, 2012

MOVENPICK Hotels & Resorts has become the latest international hotel chain to adopt a Mandarin name and logo in an attempt to woo the burgeoning Chinese market.


Conceptualised following customer research conducted across Hong Kong, Shanghai, Beijing and Guangzhou, Mövenpick will now be known within China as Rui Xiang, which translates into: “brings you enjoyment and luck with Swiss quality”.


The new branding is part of the Swiss hospitality chain’s efforts to grow its Chinese customer base, and follows similar moves by Accor, which rebranded its Grand Mercure brand in China as Mei Jue (TTG Asia e-Daily, February 29, 2012), and InterContinental Hotels Group’s launching of Hualuxe (TTG Asia e-Daily, March 22, 2012).


In addition, Mövenpick has unveiled a Mandarin website catering to Chinese-speaking guests, while its Shanghai office has appointed a vice president development, Sunny Li, to steer further expansion in China.


Mövenpick has three projects in the pipeline in China (TTG Asia e-Daily, February 1, 2012), including the 300-room Mövenpick Hotel Jiading, Shanghai and 380-room Mövenpick Resort & Spa, Phoenix Island, Sanya, both scheduled to open next year; and Mövenpick Hotel & State Guest House Chifeng, Inner Mongolia, due to open in 2015.

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