On July 6-7, Accor Chairman and CEO Mr. Sébastien Bazin, together with senior leadership, visited Shanghai and met with partners, owners, luxury travel service providers, and key national media alongside the Greater China team. Mr. Bazin reaffirmed China's strategic position as a core engine for Accor's global growth, noting that Accor's inbound tourism in the Chinese Mainland achieved 46% year-on-year growth, with outstanding performance from Asia-Pacific, the Middle East, and Europe.

Mr. Kent Zhu, CEO of Accor Greater China, shared the group's development strategy. At the press conference, Accor signed eight new hotel projects across iconic brands including Fairmont, Sofitel, MGallery, Swissôtel, and Pullman, spanning Northern China, the Yangtze River Delta, and key western regions. The visit and signings quickly generated significant market momentum, garnering nearly 500 articles from mainstream and industry media to date with over 1.9 million interactions, reinforcing confidence among the market, owners, and partners in Accor's growth prospects in China.

Following the launch of Raffles' global campaign 'The Butler Did It,' the brand was awarded 'Best Luxury Hotel Brand in China' at the 2026 TTG China Travel Awards. Mr. Kent Zhu, CEO of Accor Greater China, said: ''As Accor's ultra-luxury brand, Raffles creates a world of elegance and enchanted glamour with iconic landmarks. With a rich heritage, Raffles set luxury hotel standards from the very beginning, introducing 'The Butler Did It' ''. Through TTG, Raffles pro- motes its 3 Greater China properties with luxury travel and corporate MICE buyers, reaching both B2B and B2C audiences to boost market impact. 

Aligning with Fairmont’s 'Make Special Happen', we elevate 'Art of Celebration, Since 1907' into exclusive hotel experiences. All Greater China Fairmont hotels offer tailored MICE packages for weddings and events with luxurious, locally inspired dining. Benefits include ALL Accor member perks and a trip for two to Fairmont Hanoi (min. spend RMB 200K+ per event). A marketing toolkit drives brand synergy, while social media boosts awareness, reinforcing Fairmont as a celebration destination, increasing bookings, elevating F&B, and driving repeat celebrations. 

Sofitel’s 'Where Free Minds Meet' campaign celebrates Fête de la Musique with music-led events inspired by French tradition. The big day features a media-exclusive event at Sofitel Legend People's Grand Hotel Xi'an, with a Chinese singer and French band showcasing brand's cultural link, as medias and influencers drive buzz. From June 20 to August 31, all Sofitel Legend & Sofitel hotels in Greater China will join the celebration with influencer check-ins and social activations to boost brand visibility and favorability. Stay tuned! 

To celebrate the season of freshness and romance, Sofitel launched the limited-edition La Haute Croissanterie collection, Fruit Kiss, in May 2026. Featuring 10 fruit-filled buttery croissants crafted by Sofitel's master pastry chefs, it honors vibrant fruit flavors and Sofitel’s French Zest. Tapping into the '520' social topic aligned with Fruit Kiss’s romantic spirit, Greater China rolled out social activations on WeChat and RED across all hotels to maximize brand visibility and awareness. 

On May 27, MGallery held brand media event, unveiling the soul of the brand through gallery-inspired storytelling. Guests were invited to listen to inspirational narratives, immerse themselves in the allure of a Roland-Garros sojourn, and collect boundless cultural experiences. The highlight was the debut of the ALL Accor x Roland-Garros hospitality experience at Ming Hotel Nanjing – MGallery Collection. As of the end of June, it achieved 75M audience reach, 208 PR coverage, and generated RMB 6.7M (€866K) in advertising value. 

From June 17 to August 31, MGallery continues its brand campaign, launching the 2026 'World Cocktail Months' in Greater China. Michelin-starred Chef Pam crafted 7 bites pairings for 16 MGallery hotels worldwide, including 2 China-limited flavors. Ming Hotel Nanjing-MGallery Collection and The Silveri Hong Kong-MGallery Collection present these bites pairing cocktails, while 7 other MGallery hotels curated signature cocktails, artisan drinks & teas, pairing local ingredient-inspired bites. Brand partnered with Condé Nast Traveler on a Chef Pam behind-the-scenes film and invited RED influencers to co-create content, boosting brand awareness and impact. 

Novotel launched its 'LONGEVITY EVERYDAY' brand position in Greater China via a high-impact, full-funnel campaign centered on four pillars: Sleep, Eat, Move, and Meet.

The activation debuted the brand's first-ever subway DOOH, alongside online ads, social media, member channels, China's Novotel 37 Collective activation, and an exclusive booking offer. The campaign drove outstanding results, securing 38.7M+ impressions and over RMB 4.2M in promotional revenue. 

Novotel integrates ocean balance as part of its brand position 'Longevity Everyday'. The brand released its 2026 Ocean Impact Report, highlighting Longevity Everyday key milestones across 600+ hotels globally:

• Operations: 92% of hotels are now single-use plastic compliant; and offer ocean relative family experiences.
• F&B: 50% offer plant-forward menus; 41% banned vulnerable seafood species.
• Education: Over 3,200 team members completed Ocean Awareness Training. 

The brand’s first-ever offline digital outdoor advertisement went live across 1st tier cities' high-traffic locations: Shanghai Nanjing Road, Hongqiao Transport Hub and Guangzhou Airport Arrival, attracting 1.5M+ daily visitors.

In addition to the offline visibility, our PR outreach delivered exceptional results. We secured 663 PR pickups that generated a total traffic volume of 1.67M, with coverage spanning premium publications including Condé Nast Traveler China, Madame Figaro, TRAVEL + LEISURE and more.

Please stay tuned for the full final campaign performance report.

Discover the global momentum driving our brand forward. Capturing our rich heritage, top performance metrics in premium market, and world-class design, the new video highlights how Pullman continues to shape the future of hospitality. Dive into the world of new brand programs, such as Pullman Portals and Pullman xChange, as we continue to Provoking New Exchanges. 

We are thrilled to debut the revamped Pullman.com as one of channels in our upcoming full-funnel campaign, driving powerful visibility and revenue. The new site features a vibrant new visual identity that showcases our brand heritage and premium positioning.

To help your property maximize this direct channel, hotel training on updating your dedicated pages will be provided soon.
Stay tuned for more updates on the training and campaign performance! 

Accor Greater China proudly launches the MarCom Champion Program 2026, appointing dedicated brand champions across the region to elevate marketing communications excellence. This strategic initiative drives property-level synergy, accelerates new hotel openings, mentors emerging MarCom talent, and fosters best-practice sharing across the portfolio — strengthening brand storytelling and amplifying our competitive edge in the Greater China market. 

We are delighted to unveil the vibrant new face of Mövenpick's refreshed look, beautifully echoing our brand positioning: OFFERING JOYFUL RECONNECTION.

The updated visuals bring to life the warm, inviting, and human-centric experiences that define Mövenpick, celebrating the simple pleasures of coming together.

We've rolled out a brand-wide bedding lifecycle management policy to ensure that wherever you stay, you enjoy the same superior sleep quality. From mattress replacement within 10 years to removing non-essential bedding items, every detail is designed with one goal in mind: your rest, our responsibility.

Because a good night's sleep isn't just about comfort—it's about consistency. And that's the Accor promise, delivered in every room, every night. 

Accor Greater China recently held its ‘Guest Experience & Brand Compliance Creative Workshop’, sharpening our focus on two fronts: crafting culturally immersive, personalized guest journeys through tailored services and sustainable operations, and reinforcing brand compliance to ensure the consistent quality of our iconic properties across the region. With Chinese travelers demanding more meaningful experiences, the team exchanged cutting-edge practices in digital innovation and service excellence. 

Accor has partnered with Jones Lang LaSalle (JLL) to launch "Project CLEAR Path" and introduce CLEAR – Carbon Leadership for Energy Advancement and Reduction, an automated energy and carbon assessment tool for the China market. The tool converts diverse energy profiles into customized retrofit action plans prioritized by return on investment—enabling hotels to make science-based decisions and targeted investments. CLEAR has completed initial pilots across five Accor hotels of different brand types and has since been rolled out across Greater China. Looking ahead, the program will leverage Accor's footprint in China to explore broader industry applicability and scalable best practices, supporting the country's "dual carbon" goals.

This spring and summer, we're inviting ALL Accor members across Greater China to experience something more rewarding.

Earn double Reward points on eligible stays at participating hotels—because every journey deserves to be celebrated, and every stay should bring you closer to your next unforgettable experience.