Accor secures 31 new contracts, adding 6,572 new hotel rooms to the Greater China committed development pipeline since the beginning of 2012 Accor Greater China announced today that the group has signed 31 new contracts since the start of 2012.
The contracts include 1 Sofitel, 9 Pullman, 5 Mei Jue (Grand Mercure), 1 Novotel as well as 15 ibis projects, thus adding 6,572 new rooms. In all, Accor’s development pipeline in China exceeds 90 new hotels committed, and further manifests Accor’s sound momentum in both the upscale and the economy hotel markets.
The Pullman, Mei Jue and ibis hotel brands have experienced the strongest demand so far his year and most of these new contracts are being established in Tier 2 and Tier 3 cities, in line with the group’s overall expansion strategy, which looks also beyond the main cities in the country.
This includes hotels such as Pullman Zhoushan Seaview, a 22-storey hotel with sea views for all guest rooms, to open in 2015. The hotel is located in China’s only prefecture-level city consisting solely of islands. The destination is included in the priority group of coastal economic developing cities.
After a major re-engineering that tailored the Grand Mercure brand for the Chinese market announced in February, Mei Jue is meeting with support from developers in the country. One recent contract for the brand is the newly signed Mei Jue Foshan Changcheng, which is ideally situated in the centre of Foshan, in southern Guangdong Province. The brand’s first hotel committed in Foshan is of strategic importance for Accor, as the city is located in China’s most dynamic region and has become the third largest manufacturing base in the Pearl River Delta.
“Accor has had a solid start to 2012 in Greater China, which has seen the debut of the tailor made Mei Jue hotel brand as well as robust expansion”, says Michael Issenberg, Chairman and Chief Operating Officer for Accor Asia-Pacific. “There is a sense of recalibration in the Chinese economy, resulting in the distribution of growth spreading to new economic centers and opening fresh opportunities for Accor. Accor has anchored its presence in the key cities of China and deployed an extensive brand portfolio which has helped build its reputation, making the move beyond Tier 2 and into Tier 3 cities easier.”