French hospitality major Accor recently celebrated the milestone of its 800th hotel in the Chinese market and is betting big on the world's second-largest economy, expecting to open 800 more hotels in the next five to six years, said a senior executive with the group.

Kent Zhu, CEO of Accor Greater China, unveiled the bold goal in an exclusive interview with China Daily during the grand opening ceremony of the Sofitel Changzhou Hi-Tech District in Changzhou, Jiangsu province, last month.

Accor has had a presence in China for over four decades, and currently has 17 hotel brands in operation across the nation, offering a portfolio covering luxury, lifestyle, premium, midscale and economy segments.

"The opening of our 800th hotel in the Chinese market is a proud achievement, and also marks a new start. We'll be making efforts to reach the next new 800th milestone in five to six years," said Zhu.

Zhu's confidence lies not only in Accor's expertise as one of the world's largest hospitality companies, but also in the huge potential, demand and solid local partnerships in the Chinese market.

"The market is our business growth engine, as 30 percent of our group's worldwide project signings are located here, and we see distinct market opportunities in China," said Zhu. "The nation is vigorously ramping up efforts in the development of the western region, and Chinese consumers' habits and consumption behaviors are also changing."

While Accor's luxury and premium hotels continue to expand in major Chinese cities such as Shanghai, Beijing and Guangzhou in Guangdong province, Zhu particularly pointed out that China's third- and fourth-tier cities actually align very well with Accor's comprehensive brand portfolio. With a primary focus on midscale and premium brands, the group is seeing increasing potential and demand in these cities, which is expected to strengthen the foundation of its business growth.

The group's confidence is also boosted by its long-standing collaboration with Chinese property owners, as well as fruitful partnerships with local hotel chain giants such as Huazhu Group, Jinjiang International Holdings and Sunmei Hotels Group.

As early as 2014, Accor established a strategic partnership with Huazhu Group, granting the franchise rights to brands such as Mercure and ibis in China. This innovative partnership model between international hotel brands and local leaders has set a benchmark for the industry, and continuously fosters effective synergies and new opportunities in Accor's brand localization.

Zhu also noted that Chinese consumers are demonstrating changing demands in hospitality. In the luxury hotel category, they no longer pursue "superficial" luxuries, but prefer a slow pace of life, more personal time, as well as delicate designs and offerings with high quality and unique tastes.

For Generation Z consumers, those born between 1997 and 2012, who have access to the latest information and diverse novelties at their fingertips, "personalized" offerings with distinctive cultural identities are becoming essential appeals for them to experience and share, Zhu added.

Such concepts are also reflected in the design at Sofitel Changzhou Hi-Tech District, which cleverly blends the luxury brand's French zest with local traditional cultural elements including needlework embroidery.

Launched in 1964 and entering the Chinese market in 1992, Sofitel is one of Accor's most popular brands in China, and boasts more than 120 hotels worldwide. With China's tourism spending growing strongly, Zhu indicated that outbound Chinese travelers, who have previously enjoyed quality hospitality experiences at Accor's hotels in China, have become a "powerhouse" for the group's global business growth.

"China's hospitality industry is now among the best in the world. Accor will intensify efforts to shape brand culture, deepen emotional connections with guests, and accelerate targeted, tiered expansion to deliver differentiated, high-end experiences," said Zhu.