Accor launches Two New Luxury Brands

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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