Sofitel Luxury Hotels pursue international expansion
Owned by giant holding company Accor, Sofitel Luxury Hotels, the only French brand in the luxury hotel sector, announced that its repositioning strategy initiated since 2007 has now been successfully completed. By 2015, Sofitel aims to increase brand value and pursue targeted development in key capital cities and major tourist destinations, and to attain a total of 150 hotels by 2015.
At present, 15 hotels are currently under construction, while another 20 projects are pending signature. The upcoming worldwide projects in 2013-2015 include: 10 hotels in China (Shanghai, Sanya, Haikou etc), South East Asia ( 2 in India and one in Singapore), as well as several new openings around the world: Frankfurt, Morrocco, Dubai, Kiev, Rio de Janeiro etc.
2012 sees the launch of a new advertising campaign, centred on voyage and the unique Sofitel addresses, in addition to the redesign of the Sofitel.com website to boost direct reservation, and seasonal offers on the theme of fashion collections. The events strategy will continue to be developed in the hotels around the three brand pillars: design, culture and gastronomy, the outstanding feature for which the brand is internationally known.
In terms of architecture, Sofitel has been collaborating with world renowned French architects and designers to create or refurbish its properties, to name a few, Jean Nouvel (Sofitel Vienna Stephansdom), Didier Gomez (Sofitel Rabat Jardin des Roses, Sofitel Essaouira Mogador Golf & Spa and Sofitel Paris Le Faubourg), Kenzo Takada (Sofitel So Mauritius) and Monsieur Christian Lacroix (Sofitel So Bangkok).