Sofitel Luxury Hotels brings new standards of French elegance

Long recognized for delivering the utmost in elegant French hospitality and artistry, Sofitel Luxury Hotels continues to implement its extensive brand revamp and hotel network re-design to further create distinct, memorable moments for its distinguished clientele. With the introduction of SO by Sofitel and Sofitel Legend to the Sofitel Luxury Hotels lineup, the respected French hospitality group solidifies its reputation as a global master of the luxury hotel experience.

Sofitel's new positioning centers solely around the idea that human relations lie at the heart of luxury. The French brand firmly believes that interpretations of "luxury" are firmly based on the guest's experience. "That's why," explains Robert Gaymer-Jones, Chief Operations Officer for Sofitel Worldwide, "Sofitel has re-aligned its vision to focus on confidently guiding guests by their needs and desires, as opposed to only providing material possessions.

"This way, our hotels will instead conjure up the unique sensations and pleasures of luxury that will forever leave an impression on those who stay in our hotels. But how does Sofitel differ from other hotel brands? By blending our unique French flair with the best of the local culture, making a totally unique experience for our customers staying in any of Sofitel," he says.

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, previously there were 206 properties in the year 2007, but now, after reassessment, there are 150 properties remaining, which shows the strong mission of Sofitel in pursuing its philosophy on the new standards.

The introduction of two new sister-brands, SO by Sofitel and Sofitel Legend, will herald a powerful reinforcement of the Sofitel luxury brand and a stunning new foray into the elite luxury hotel scene. Sofitel Legend will be launched as the crème de la crème of the Sofitel brand, offering a collection of legendary 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.

Sofitel Brand Updates - Sofitel's new positioning has already begun to strike the fancy of media and guests alike. Tablet Hotels, a leading global source for unique luxury and boutique hotels, recently announced that Sofitel Amsterdam The Grand has been awarded the 2009 "Tablet Hotels Selection" Award. This award, presented for the first time ever this year, recognizes excellence in service, accommodations and guest satisfaction, maintaining a consistent online guest rating above 17 out of 20 points.

On the 15th of January, Sofitel also unveiled the latest member of its luxury line, Sofitel Wanda Ningbo. Situated in Ningbo, 240 kilometers from Shanghai, the sophisticated property enjoys a picturesque location in Yinzhou district, making it an ideal locale for guests with a business or upscale retail-oriented agenda.

Other Key Sofitel properties in the China region include Sofitel Wanda Beijing and Sofitel Macau at Point 16. Sofitel Shanghai Huanghe Sheshan Resort, around 30 minutes from Shanghai by road, is set to open its doors in April this year.