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Sofitel, re-inventing French elegance in luxury hotels
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.
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.
Other recent openings include the Sofitel El Gezirah in Cairo, Egypt, and the Sofitel The Palace The Old Town, Dubai, both superbly located properties.
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."
Human relations at the heart of Sofitel luxury
Relations are at the heart of this vision and it is here that the art de recevoir will interweave intangible links between the senses and emotions of Sofitel guests. The Sofitel art de recevoir will be translated into six dimensions: an atmosphere of well-being and sensorialité; personalized service; French mise en scène with the best of local cultures; French rituals for food & wine; specifically designed technology to uplift experience; and places where life is magnifique. Each Sofitel hotel will feature a stylish façade, an iconic lobby, inspired French Style Décor, well-being bedrooms, inspired meeting rooms and a wellness area, with unique spas.
The ultimate luxury experience with Sofitel Legend
Sofitel Palais Jamaï Fez Morocco
Sofitel Legends will regroup legendary luxury properties, combining heritage and modernity. These prestigious hotels, already the treasures of the Sofitel network, are full of local history. Each of them is among the best in the destination, where guests will be indulged in superlative service such as personal Butler Services and the best chefs, pâtissiers and sommeliers in the world. Each Sofitel Legend will be resplendent in atmosphere and will be distinguished by rich décor and surroundings, fine dining restaurants, legendary bars, iconic spas and exceptional suites. Approximately seven Sofitel hotels will become Sofitel Legend properties over the next two years: the Grand in Amsterdam, Netherlands; the Palais Jamaï in Fes, Morocco; the Winter Palace in Luxor, Egypt; the Old Cataract in Aswan, Egypt; the Santa Clara in Cartagena, Colombia; the Hua Hin resort in Thailand; and the Metropole in Hanoï, Vietnam, which will be the first hotel to open under the Sofitel Legend ensign in mid-2008.
So by Sofitel, a blend of Style and Soul
So by Sofitel is a re-interpretation of boutique hotels, with style and soul. They will reconcile design and pleasure for trend conscious consumers. Each property will be of intimate size (80 to 200 rooms) with a strong expression of the destination, a "signature" from renowned designers or artists and a clear focus on a highly trendy bar. The first So by Sofitel will open its doors in 2009 in Paris, replacing the current Sofitel Arc de Triomphe property, followed by So Berlin, which will replace the existing Sofitel Am Gendarmenmarkt. Each hotel will be a chapter of a global story - So Paris, So London, So Shanghai - with an overall objective of 15 to 20 hotels.
Creation of a Separate business UNIT within the Accor Group, a new management team, and the appointment of a new Chief Operating Officer (COO)
Marketing and communications to support the brand repositioning
Marketing and communications will strongly support the brand repositioning. Already, the brand has redefined its new visual identity, clearly illustrating its vision that human relations are at the heart of luxury. Sofitel has created a symbol - the link - connecting worlds, countries and people. The new logo embodies the new Sofitel using a contemporary, pure and simple typography. An advertising campaign will be launched during the second quarter 2008 around Sofitel's new credo "Life is magnifique".
The roll out of the new visual identity has begun with newly opened properties, and is expected to be completed by the end of 2008.
The Sofitel brand portfolio will offer clear and attractive options adapted to today's more demanding and more versatile consumers.
For more information please visit: www.Sofitel.com
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