Sofitel plans to elevate to premium end luxury hotel market


Sofitel Luxury Hotels has 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 company will create the sister brands of Sofitel Legend, a collection of properties with exclusive services, and So by Sofitel, a creative, stylish offer dedicated to a new generation of guests.
Yann Caillère, CEO Sofitel and member of the Accor executive committee, said, “The Sofitel network is being completely reviewed through a robust programme to re-shape our current network and to upgrade each of our hotels through extensive renovation and refurbishment 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, and other recent openings include the Sofitel El Gezirah in Cairo, Egypt, and The Palace, The Old Town in Dubai, UAE. 
Caillère added, “France is renowned the world over for its leadership in luxury and is admired for its art de recevoir. We plan to capitalise 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.”
Sofitel will become a separate business within the Accor Group.  Seasoned hotelier Robert Gaymer-Jones joins Sofitel Luxury Hotels as chief operating officer.