|Mövenpick Hotel Jiading, Shanghai|
Wednesday, May 9, 2012
Movenpick Adopts Mandarin Name for Chinese Hotels
Mövenpick will now be known within China as Rui Xiang, which translates into: “brings you enjoyment and luck with Swiss quality”. This name was chosen after extensive customer research conducted in Hong Kong, Shanghai, Beijing and Guangzhou,
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), and InterContinental Hotels Group’s launching of Hualuxe..
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.