Sofitel Reveals New Strategic Plan to Elevate Brand
Sofitel Luxury Hotels revealed its 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 contemporary luxury hotels and resorts in the world’s most attractive destinations.
Sofitel Luxury Hotels will broaden its luxury offering with the creation of two sister brands to address niche segments in the luxury market: Sofitel Legend, a collection of legendary properties with exclusive services, destined for travelers seeking the ultimate luxury experience, and So by Sofitel, a creative, edgy and stylish offer dedicated to a new generation of guests.
Sofitel has placed a special focus on new luxury service standards, the food and beverage offering and is developing a new spa concept. This will mean significant investment in staff training in order to upgrade service levels.
Existing hotels will undergo an extensive renovation and refurbishment process and by 2010, the company will have a consistent network of 139 business and resort hotels in locations around three brands.
Sofitel will become an independent business within the Accor Group in order to stimulate change and ensure the successful implementation of the strategic plan. Seasoned hotelier Robert Gaymer-Jones has joined Sofitel as COO to lead a newly formed management team.
