Mövenpick unveils China expansion plans

By HMA Staff 02 May 2012

International hotel management company Mövenpick Hotels & Resorts has developed a new Chinese name and logo as part of its China expansion plans.

The company announced that in China it will be known as Rui Xiang (瑞享), which means "brings you enjoyment and luck with Swiss quality". In addition to the new name, Mövenpick has created a new logo, in collaboration with brand specialists Interbrand, established a new Shanghai executive team and developed a website in Mandarin.

Mövenpick Hotels & Resorts currently has three projects under development in China: the 300-room Mövenpick Hotel Jiading, Shanghai, 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 president and CEO of Mövenpick Hotels & Resorts, 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."

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