Movenpick Adopts Mandarin Name for Chinese Hotels

Mövenpick Hotels & Resorts has adopted a Mandarin name and logo in an attempt to gain more of the burgeoning Chinese market.

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.

Mövenpick Hotel Jiading, Shanghai

Mövenpick has three projects in the pipeline in China, 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.