Accor’s luxury brand, Sofitel, is currently
implementing an extensive brand revamp and hotel network re-design. The
French hospitality group has now expanded the Sofitel lineup with two
new brands - SO by Sofitel and Sofitel Legend.
Recently Sofitel has eliminated some properties
from its portfolio. There were 206 properties in the year 2007,
but now, after reassessment, there are 150 properties remaining.
Sofitel Legend will
be launched as the crème de la crème of the Sofitel brand,
offering a collection of luxury properties across the
world, redefining living heritage and palace hotels. The line will
target high contribution travelers who crave landmark experiences
within the world’s greatest cities.
SO by Sofitel, on the
other hand, will be positioned as cozy and hip boutique properties
tapping into guests’ desires for design and pleasure. Whether it
is SO Paris, SO Mumbai, or SO New York, each “SO” by Sofitel will
be a distinct chapter of a global story. The chic collection will
capture the attention of a new group of consumers for Sofitel;
young, accessible, and urban, who seek an experience that is
anything but traditional.
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