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WITH development being its key business growth strategy, Sofitel Worldwide is looking towards aggressive expansion in the region. Sofitel, the French luxury hotel chain managed by Accor, aims to consolidate its positioning and increase business by opening new luxury properties in key cities in the region.
Sofitel Worldwide chief operating officer Robert Gaymer-Jones says: “It is important to be very sensitive to the clients of Middle East as they are huge supporters of Sofitel, across our properties globally. Middle East clients are very loyal to a brand and if we culturally understand, and offer whatever they need, we benefit from that.”
The chain had an impressive year in 2012 which witnessed an average occupancy rate of 58 per cent in the region, an improvement by eight points from the previous year. In the past two years, Sofitel has opened hotels in Bahrain, Cairo, Al Khobar, Abu Dhabi, Dubai, and the Mauritius. Most recent opening is the Sofitel Dubai The Palm Resort & Spa.
Key upcoming hotel launches in the foreseeable future include the Sofitel Dubai Down Town, expected to open in the first quarter of 2014, the Sofitel Jeddah, also set for a 2014 opening and a new hotel in Riyadh scheduled to be operational in 2015.
He says: “We are in final negotiations for a hotel in Makkah and we would like to look at opportunities in Madinah. Then we will be happy with our position in Saudi Arabia.”
In Africa, Sofitel has two key upcoming launches including one in Morocco – a new property in Tamuda Bay, a strategic touristic place in the North of the country which is expected to open in 2014 and one in the Abidjan in the Ivory Coast opening this year.
As well as the Sofitel Luxury Hotels, the chain also has its super luxury brand Sofitel Legend, a collection of luxury properties and iconic palaces that are nearly 100 years old or more, and Sofitel So, a lifestyle brand of hotels.
Jones says: “We have tied up with leading fashion designers to create So for people who enjoy intense living. We have had great success with the Sofitel So in Maurituis and Bangkok, with another one set to open shortly in Singapore. Because of this, we have seen immense interest from investors in Sofitel So and many have approached us as they like the idea of the fusion of French fashion and design with the understanding of local culture. We also hope to bring Sofitel So to Dubai as there are great opportunities here.”
In order to be a Sofitel Legend, a property has to be 100 years or older. Sofitel is also looking at an opportunity in Morocco as well as a second property in Egypt which already houses the Sofitel Legend Old Cataract under the Legend collection.
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Sofitel The Palm Dubai … from the best of Paris to the best of Dubai |
Currently, there are plenty of Sofitel Sos under development in Asia Pacific area including Mumbai, Singapore, Auckland, Bali, Koh Samui, Jakarta and Sydney.
Other markets in the region on focus are Doha, Beirut, Madinah as well as Kuwait and Oman. In global developments Jones says that while China has gone a little soft, South East Asia is looking very favourable.
“Indonesia, Philippines, Thailand, Vietnam, Cambodia are really doing very well. We want to focus on key markets now,” he says.
“We are also looking at Latin and Central America as well as continue our developments across Europe where we currently have several projects including The Prague, Frankfurt and Berlin. We are also looking at new opportunities in Paris, London, New York, San Francisco and Boston. We are receiving a lot of interest from investors and I feel this is because of how we have positioned our brand – uniquely different.”
In 2007, the brand underwent a major reshuffling where it trimmed down its 206 portfolio to 89. “We wanted to brush up and reposition the brand. We wanted to clean up Sofitel and focus the brand on luxury. That is why we took out hotels all over the Middle East and other markets that were not reflective of our brand. Now, investors are more confident in putting their money into a brand that is truly luxury.”
Since the repositioning, all Sofitel properties have upgraded their facilities to enhance guest experience at all levels and are working on new innovative products. At the moment the chain’s primary focus is on service such as the “cousu mains” a derivative of tailor-made services.
There are 121 properties in its portfolio, with 19 projects currently under development indicating that the chain is on track with its aim to exceed 150 hotels worldwide by 2015.
Jones concludes: “We don’t want to be the biggest but want to be known for our refinement. Sofitel luxury can be defined as the elegance from the best of Paris to the best of the local market. The way I see luxury is that it is approachable. We are French, but connecting culturally with every individual global location … is what we are.”