Accor Group recently announced that it will further deepen its strategic cooperation with Shama Hotel Group, signing a significant agreement to promote the mid-scale lifestyle brand JO&JOE and the mid-scale light resort brand greet by Accor in the Chinese market. Shama will be responsible for the development and operational management of these two brands in mainland China, marking another milestone in the partnership that began in 2022.
Background of the Cooperation and Brand Matrix
Since 2022, the collaboration between Accor and Shama has encompassed multiple brands, including Mövenpick by Accor and The Sebel, further enriching both parties’ brand matrix, covering high-end, mid-scale, and lifestyle segments, aimed at meeting the increasingly diverse travel needs of Chinese consumers.
Jules Kounda, CEO of Accor Greater China, stated that this deepened cooperation will closely align with the changing demands of Chinese consumers, continuously expanding the localization and digital operations of international brands, creating long-term value for owners and guests.
Brand Introduction and Market Expansion
JO&JOE, as Accor Group’s mid-scale lifestyle hotel brand, is dedicated to integrating accommodation, socialising, coffee, and light dining into diverse scenarios, providing a vibrant Parisian travel experience for both business and leisure guests. The brand has already established a presence in popular cities such as Paris, Rome, Auckland, and Vienna, with plans to accelerate expansion into more cities in the future.
Meanwhile, greet by Accor focuses on providing enjoyable experiences, centred around the philosophy of “necessary and meaningful service,” offering high-value pleasant experiences. The brand currently operates over 40 hotels worldwide and plans to rapidly expand to 50 locations in mainland China.
Future Outlook
With the ongoing upgrade of demand in China’s mid-scale accommodation market, Accor and Shama will continue to deepen strategic trust, building a high-efficiency ecosystem of brand, localized intelligent operations, and supply chain collaboration, exploring the deep integration of international brands with the Chinese market, and writing a new chapter of mutually beneficial and win-win development for China’s hotel industry.