Sofitel, re-inventing French elegance in luxury hotels

Sofitel Luxury Hotels reveals its ambitious strategic plan to elevate the brand into the premium-end of the international luxury hotel market.  The brand aims to become a new global reference in international luxury hotels between now and 2010, and will become the first European luxury hotel brand.  The new Sofitel creates unique contemporary luxury hotels and resorts in the world’s most attractive destinations, by the artful blending of its French origins and the very best of local cultures.

Sofitel Luxury Hotels will broaden its luxury offer with the creation of two sister brands to address niche segments in the luxury market: Sofitel Legend, a collection of unique legendary properties with exclusive services, destined for travellers seeking the ultimate luxury experience; and So by Sofitel, a creative, edgy and stylish offer dedicated to a new generation of guests. 

Redefining the product, and reshaping the network

Sofitel has worked relentlessly to redefine each element of the brand, with a special focus on new luxury service standards, the food and beverage offering, innovation and design along with developing unique spas.  This will mean significant investment in staff training in order to upgrade service levels.

Yann Caillère, CEO Sofitel, Member of Accor Executive Committee, commented: “The Sofitel network is being completely reviewed through a robust programme to reshape our current network and to upgrade each of our hotels through extensive renovation and refurbishment.  We have launched a vast new development programme, and aim to improve our presence in North America, Europe, Russia, North Africa, Middle East and Asia.  By 2010, we will have a very consistent network of 139 business and resort hotels in prime locations around three distinctive and clear offers to address the specific needs and expectations of luxury guests. We have a mid-term objective of 250 hotels in total.” 

Examples of the new Sofitel Luxury Hotels include the recently launched Sofitel Wanda Beijing, the first hotel that illustrates the brand’s new ambitions, with outstanding design features, the Pré Lenôtre restaurant and a beautiful spa and swimming pool.  Other recent openings include the Sofitel El Gezirah in Cairo, Egypt, and the Sofitel The Palace The Old Town, Dubai, both superbly located properties. 

The pace of this revamp programme will now be stepped up in order to accelerate the repositioning of the brand, and put Sofitel on the path to profitable and sustainable growth. 

Sofitel’s unique positioning in the international hotel industry

“The world’s wealthy population continues to grow.  In value, 55% of the hospitality market offer is in the upscale to luxury segment*.  We can see a trend where luxury is shifting from material possession to experience. Consumers want unique sensations and pleasures, and increasingly memorable experiences.  We believe that we can deliver inspired moments, and create a harmonious balance between the pleasure of feeling at home and the exquisite feeling of being elsewhere.”

Yann Caillère added: “France is renowned the world over for its leadership in luxury and is admired for its art de recevoir. We plan to capitalize on this unique expertise and tradition, setting us apart from other international players, and firmly establish Sofitel’s leadership in luxury hotels.  We plan to take cosmopolitan and discerning travellers to an even higher level of excellence, played through with a French touch.”

Human relations at the heart of Sofitel luxury

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