Sunmei Digital Intelligence and Accor Bring JO&JOE and greet to China
On Sept 17, Sunmei Digital Intelligence Hotel Group and Accor held a new-brand strategic cooperation launch in Qingdao, bringing Accor's midscale lifestyle brand JO&JOE and midscale light-resort brand greet by Accor to the China market. Sunmei will be fully responsible for development, pre-opening and operations management of both brands in China. JO&JOE centers on 'social public areas plus stylish guest rooms' and will focus on first-tier cities; greet targets affordable pricing and convenience, with 50 stores expected in China by end-2026. The two firms previously operated Accor's Mövenpick and Sebel brands, with more than 40 Mövenpick projects under construction in China.
Impact and considerations
International brands entering China's midscale market via local operators will increase business-travel lodging supply and may affect pricing and choice in midscale and lifestyle hotels.
Key points
- On Sept 17, Sunmei and Accor held a new-brand strategic cooperation launch in Qingdao.
- JO&JOE and greet by Accor are being introduced to the China market.
- Sunmei will be fully responsible for development, pre-opening and operations management of both brands in China.
- JO&JOE centers on 'social public areas plus stylish guest rooms' and will focus on first-tier cities.
- greet targets affordable pricing and convenience, with 50 stores expected in China by end-2026.
- The two firms previously operated Accor's Mövenpick and Sebel brands, with more than 40 Mövenpick projects under construction in China.
- The world's tallest Mövenpick hotel, Changsha Xinjing Mövenpick, is expected to open around Chinese New Year 2027.
Sources and time
- Primary source
- 中国旅游新闻网
- Other sources
- 0
- First source publication
- 18 Sept 2026, 08:00
- Page published
- 18 Sept 2026, 22:06
- Last updated
- 18 Sept 2026, 08:00
- Original links
- China Tourism News：尚美数智与雅高集团合作引入国际酒店新品牌-中国旅游新闻网Document (opens in a new tab)Primary source · zh · Published 18 Sept 2026, 08:00