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Sofitel to create two new brands
BEIJING – Sofitel Luxury Hotels has officially launched its strategic plan to elevate the brand into the premium end of the international luxury hotel market.
Sofitel Luxury Hotels will create two sister brands to address niche segments in the luxury market: Sofitel Legend, a collection of unique legendary properties with exclusive services, and So by Sofitel, “an edgy and stylish offer dedicated to a new generation of guests”.
Yann Caillère, CEO Sofitel, said, “The Sofitel network is being completely reviewed through a robust programme to reshape our current network and to upgrade each of our hotels through extensive renovation and refurbishment.
“We have launched a vast new development programme, and aim to improve our presence in North America, Europe, Russia, North Africa, Middle East and Asia.
“By 2010, we will have a very consistent network of 139 business and resort hotels in prime locations around three distinctive and clear offers to address the specific needs and expectations of luxury guests. We have a mid-term objective of 250 hotels in total.”
Examples of the new Sofitel Luxury Hotels include the recently launched Sofitel Wanda Beijing. Other recent openings include the Sofitel El Gezirah in Cairo, and the Sofitel The Palace The Old Town, Dubai.
Approximately seven Sofitel hotels will become Sofitel Legend properties over the next two years: the Grand in Amsterdam; the Palais Jamaï in Fes, Morocco; the Winter Palace in Luxor; the Old Cataract in Aswan; the Santa Clara in Cartagena, Colombia; the Hua Hin resort in Thailand; and the Metropole in Hanoï, which will be the first hotel to open under the Sofitel Legend ensign in mid-2008.
Ian Jarrett
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