Mövenpick Hotels & Resorts has revealed a series of new initiatives to boost its presence in China.

The Swiss hotel company has unveiled a new Chinese name and logo, a website in Mandarin and a new Shanghai-based executive team to support its growth in the country, which includes three new Chinese hotels.

In China Mövenpick will be known as Rui Xiang, which means “brings enjoyment and luck with Swiss quality”. The new name and logo were created in collaboration with Interbrand, following consumer research in Hong Kong, Shanghai, Beijing and Guangzhou.

The new Shanghai office meanwhile, will be home to Mövenpick’s new Vice President Development for China, as well as a Director of Global Sales and a Director of Technical Systems Services.

Mövenpick Resort & Spa Phoenix Island, Sanya

“Large cities in China are saturated with hotel brands and many Chinese investors are discovering we offer a Swiss breath of fresh air,” said Mövenpick’s President & CEO, 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.”

Mövenpick currently has three projects under development in China: the 300-room Mövenpick Hotel Jiading in Shanghai and the 380-room Mövenpick Resort & Spa Phoenix Island in Sanya will both open next year, followed by the Mövenpick Hotel & State Guest House Chifeng, Inner Mongolia, which is expected to debut in 2015.

<Travel Daily Asia>1 May 2012, Tuesday 5:33 AM