Movenpick, owned and rolled out by Accor, sits in the premium segment and now targets stronger exposure in Australia and New Zealand through a mix of conversions and new builds. Accor’s Asia Pacific leadership confirms active negotiations with multiple developers and existing hotel owners to secure more sites under the Movenpick name.
The company pitches Movenpick as a way to reposition older assets, refresh tired properties and push them into a higher priced bracket. Developers are being told that Movenpick works especially well in major capital cities such as Adelaide, where dense competition puts pressure on average room rates.
Accor also signals interest in signing coastal and leisure destinations across both countries, using the brand’s lifestyle positioning and signature chocolate experience to attract tourists and families. The strategy fits a global pattern, with Accor describing Movenpick as a growth brand and pointing to rising appetite for premium labels in several key international markets.
Accor’s move in Adelaide is part of a wider push for premium lifestyle flags as travel recovers and owners chase higher yields from existing hotels. For property groups, Movenpick’s focus on conversion rather than just ground up development offers a relatively low friction path to reposition an asset.
The key issue is how many owners in Australia and New Zealand are ready to trade long standing brands for a chocolate-centric newcomer with global momentum.
