A Chinese name and logo, a new management team inShanghai, a website in Mandarin, three new hotels in development and a record number in Chinese consumers savoring Swiss products: those are the factors designated to level the way for successful expansion of Mövenpick Hotels & Resorts inChina.
On that market, Mövenpick will operate under the name Rui Xiang, which translates approximately to: "brings you joy and happiness with Swiss quality". The name and logo were created under due consideration of corporate values and in cooperation with Interbrand, one of the worldwide leading business consulting firms for brands. The name was verified and proofed in the scope of customer surveys in Hong Kong,Shanghai,BeijingandGuangzhouand was aligned to Feng Shui principles.
The name is however only one element in preparation for the expansion strategy of the up-scale international Swiss hotel group inChina. A website in Mandarin has been launched in order to provide Chinese-speaking guests with more convenient access to Mövenpick Hotels & Resorts. In addition, Sunny Lee has been appointed Vice President Development in order to drive the expansion of Mövenpick Hotels & Resorts. A new Director of Global Sales and a Director of Technical Systems Services support the team at the new office inShanghai.
There are currently three hotel projects ongoing inChina: the Mövenpick Hotel Jiading,Shanghaiwith 300 rooms, the Mövenpick Resort & Spa,PhoenixIsland, Sanya, Hainan island, with 380 rooms (both properties expected to open in 2014) and the Mövenpick Hotel & State Guest House Chifeng,Inner Mongolia, which is to open in 2015.
Said Jean Gabriel Pérès, President und CEO of Mövenpick Hotels & Resorts: "Large cities inChinaare saturated with hotel brands and many Chinese investors are discovering we offer a Swiss breath of fresh air. 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.
