Sofitel recently unveiled the latest member of its luxury line, Sofitel Wanda Ningbo, introduced two new brands, and outlined its new strategy for its portfolio of properties.
According to Robert Gaymer-Jones, the chief operations officer for Sofitel Worldwide, Sofitel has re-aligned its vision to focus on guiding guests by their needs and desires, as opposed to only providing material possessions. He added that, in this way, Sofitel hotels would conjure up the unique sensations and pleasures of luxury that will forever leave an impression on those who stay in its hotels.
For this reason, Sofitel has decided to eliminate some of the properties from its portfolio that do not meet the new brand standards.As an example,there were 206 properties in the year 2007, but now, after reassessment, there are just 150 properties remaining.
The hotel group has introduced two new brands: SO by Sofitel and Sofitel Legend.
Sofitel Legend will be launched as the most luxurious Sofitel brand, targeting high-end travelers with landmark heritage properties and palace hotels.
SO by Sofitel, on the other hand, will be positioned as cozy and hip boutique properties, targeting a new group of consumers for Sofitel which it describes as: "Young, accessible, and urban, people who seek an experience that is anything but traditional."
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