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Sofia - Bulgaria, among the lowest standard SHERATON and KEMPINSKI worldwide
Review 19 June 2009
Much like Belgrade and Bucharest, Sofia is a corporate destination for the five star hotel market. Unfortunately, owners of hotels such as the SHERATON SOFIA or KEMPINSKI SOFIA have taken for granted their positioning in the market and have counted on their long term reputation. Both hotels were built in 1970s and have not been renovated since. Due to the economic boom of the market and the large number of foreign investments after the year 2000, both hotels enjoyed a maximum occupancy rate, thus it seemed like obvious for the owners to take full advantage without a long term strategy.
The current economic crisis has taken both hotels by surprise and caught them in the worst positioning. They now have to compete with Western quality five standard of HILTON, RADISSON and GRAND HOTEL SOFIA, all of five star category. Recently opened Holiday Inn Sofia, also 5 star rated offers probably the biggest contrast to the decripit Sheraton Sofia and Kempinski Sofia.
Numerous complaints from foreign hotel guests have only provided grounds for misleading information. For instance, the worlwide website of Sheraton indicates that the rooms of Sheraton Sofia have recently been refurbished. Instead , during our mid June 2009 stay, we have discovered that the only refurbishment has been to change the TV sets and place LCDs in the rooms. The old and smelly carpets, scrappy wall paper and old furniture is the proud offering of the Sheraton Sofia. The Sheraton Sofia hotel is owned by Greek group N.Daskalantonakis which has over 12 properties in Greece, Turkey and announced properties in Budapest and Belgrade. We wonder why Sofia is the only hotel of the N.Daskalantonakis affilliated to an international brand and all other hotels are locally branded.
The same strategy and concept seems to apply to the KEMPINSKI SOFIA Hotel, which was built in 1974 and still maintains the exact facade and architecture. Around 20% of rooms have been renovated, to a maximum four star standard hotel, while the rest of the hotels maintains the 1974 facilities. As soon as you enter the lobby, a heavy dump smell is testimony to the history of the hotel. The hotel lobby resembels much like a bazar where guest can find from a rent a car desk to a real estate office, confectionery, fashion shop, bar and a jewelry shop, all of them with a 70s and 80s appearance.
Considering the still high level of corruption in Bulgaria, it does not surprise us that the Ministry of Tourism of Bulgaria continues to rate the Sheraton Sofia and the Kempinski Sofia at a five star level, although their facilities are hardly of 3 star level. What we find most disappointing is the fact that STARWOOD HOTELS (owners of Sheraton chain) and KEMPINSKI Hotels put revenues and market share ahead of service and quality and allow the 2 hotels to operate under their brand. Probably this is the reason why we have seen a downfall of the Kempinski chain, with locations such as Paris and London disappearing from the chain which relies on countries such as Syria for future growth.
Our shame list in Central and Eastern European region also includes INTERCONTINENTAL Bucharest, RADISSON Budapest, INTERCONTINENTAL Prague.
The current economic crisis has taken both hotels by surprise and caught them in the worst positioning. They now have to compete with Western quality five standard of HILTON, RADISSON and GRAND HOTEL SOFIA, all of five star category. Recently opened Holiday Inn Sofia, also 5 star rated offers probably the biggest contrast to the decripit Sheraton Sofia and Kempinski Sofia.
Numerous complaints from foreign hotel guests have only provided grounds for misleading information. For instance, the worlwide website of Sheraton indicates that the rooms of Sheraton Sofia have recently been refurbished. Instead , during our mid June 2009 stay, we have discovered that the only refurbishment has been to change the TV sets and place LCDs in the rooms. The old and smelly carpets, scrappy wall paper and old furniture is the proud offering of the Sheraton Sofia. The Sheraton Sofia hotel is owned by Greek group N.Daskalantonakis which has over 12 properties in Greece, Turkey and announced properties in Budapest and Belgrade. We wonder why Sofia is the only hotel of the N.Daskalantonakis affilliated to an international brand and all other hotels are locally branded.
The same strategy and concept seems to apply to the KEMPINSKI SOFIA Hotel, which was built in 1974 and still maintains the exact facade and architecture. Around 20% of rooms have been renovated, to a maximum four star standard hotel, while the rest of the hotels maintains the 1974 facilities. As soon as you enter the lobby, a heavy dump smell is testimony to the history of the hotel. The hotel lobby resembels much like a bazar where guest can find from a rent a car desk to a real estate office, confectionery, fashion shop, bar and a jewelry shop, all of them with a 70s and 80s appearance.
Considering the still high level of corruption in Bulgaria, it does not surprise us that the Ministry of Tourism of Bulgaria continues to rate the Sheraton Sofia and the Kempinski Sofia at a five star level, although their facilities are hardly of 3 star level. What we find most disappointing is the fact that STARWOOD HOTELS (owners of Sheraton chain) and KEMPINSKI Hotels put revenues and market share ahead of service and quality and allow the 2 hotels to operate under their brand. Probably this is the reason why we have seen a downfall of the Kempinski chain, with locations such as Paris and London disappearing from the chain which relies on countries such as Syria for future growth.
Our shame list in Central and Eastern European region also includes INTERCONTINENTAL Bucharest, RADISSON Budapest, INTERCONTINENTAL Prague.