Sofitel has unveiled plans to create two sister brands to address niche segments in the luxury market.
The brands will be 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”.
CEO Yann Caillère 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.”
Around seven Sofitel hotels will become Sofitel Legend properties over the next two years.
The first will be the Grand in Amsterdam, the Palais Jamaï in Fes, the Winter Palace in Luxor, the Hua Hin resort in Thailand, and the Metropole in Hanoï, in mid-2008.
