Stronger presence in Greater China and strengthened brand experiences through three pillars.
HONG KONG – 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. The two high-priority brand objectives on the horizon for 2015 are 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:
China
• People’s Grand Hotel Xian managed by Sofitel Luxury Hotels (2013)
• Sofitel Sanya Haitang Bay Resort & Spa (2013)
• Sofitel Shanghai Jing’An Huamin (2013)
• Sofitel Foshan (2014)
• Sofitel Haikou (2014)
• Sofitel Guiyang (2014)
• Sofitel Kunming Kunsteel (2014)
• Sofitel Wuxi Lihu (2014)
• Sofitel Changsha Huachuang (2015)
• Sofitel Lianyungang Suning Galaxy (2015)
South East Asia & India
• Sofitel So Singapore, Singapore (2013)
• Sofitel Mumbai Mulund, India (2015)
• Sofitel So Mumbai Mulund, India (2015)
The Rest of the World
• Sofitel Rio de Janeiro Ipanema, Brazil (2013)
• Sofitel Tamuda Bay, Morocco (2013)
• Sofitel Dubaï Burj Khalifa, Dubai (2013)
• Sofitel Dubaï Palm Jumeirah, Dubai (2013)
• Sofitel Abidjan Ivoire, Ivory Coast (2013)
• Sofitel Kiev Lyuteranska, Ukraine (2014)
• Sofitel Frankfurt, Germany (2014)
Since 2007 repositioning, almost all hotels are being upgraded, with introduction of two new labels Sofitel Legend in 2009 and Sofitel So in 2010. In comparison to 2010, Sofitel’s brand activity has progressed faster than its direct competitors with significant growth of 8% in 2011, in global revenue, per available room. The brand has also successfully become a major hotel player in China with 18 hotels, making Chinese clientèle the brand’s primary nationality globally.
Commenting on the strong presence of Sofitel Luxury Hotels in China, Michel Molliet, Vice President of Sofitel Luxury Hotels Greater China commented “We have now a harmonized and consistent network in China with a real French elegance differentiation. The successful opening of Sofitel Guangzhou Sunrich in 2011 and the upcoming opening of Sofitel Shanghai Jing’An Huamin in 2013 illustrates it perfectly. While we are also having 9 projects under development (Xian, Sanya, Foshan, Haikou, Guiyang, Kunming, Wuxi, Changsha and Lianyungang) till 2015 and we look forward to seeing such a strong network in China”
Three new properties are also planned in the pipeline in Asia, with two of them under the “Sofitel So” label, reflecting the uprising trend on travellers looking for unique and personal style accommodation. “The upcoming Sofitel So Singapore bringing together the essence of design and city soul, will become a unique address for the vibrant city and the world.” explained Markland Blaiklock, Senior Vice President of Sofitel Luxury Hotels Asia Pacific.
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.
Design : Sofitel has collaborated 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).
Culture : The cultural link between the Sofitel brand and France can be seen by the local history of each hotel and French tradition that personifies its distinct and individual DNA. Fashion, art, cinema, music, photography and literature are intimately linked via a series of splendid events: the Fete de la Musique (Music Festival), Literary Escapes, fashion shows and travelling photo exhibitions in various Sofitel and joint ventures all over the world.
Gastronomy : It plays an important role at Sofitel, although the brand strategy does not include a French restaurant in each hotel. However high-quality food, refined and classic French fare together with the best of local cuisine and the full gamut of culinary and table arts are on offer in every Sofitel.
Sofitel’s ambition today is to strengthen the brand by attracting new clients and building customer loyalty, as well as investors and collaborators around the globe. And more than ever, to reinforce the brand signature “Life is Magnifique”.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
