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Sofitel Moves To A New Geography-Based Organization

Reinforcing its mission to be the symbol of French elegance in luxury hospitality around the world, Sofitel joins Accor's new luxury / upscale segment.

Friday, February 07, 2014
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Sofitel Luxury Hotels announced today its move to a new geography-based organization, based on five key regions worldwide. Inside this new organization, Sofitel, part of Accor Group and formerly a standalone brand, is now part of a newly created luxury and upscale segment including Accor hotel brands Pullman, MGallery, Grand Mercure and The Sebel. These organizational changes further reinforce the Group's support of Sofitel's luxury approach, and enable Accor to leverage Sofitel's expertise and best practices. As part of this realignment, the Accor luxury and upscale segment marketing and design functions will relocate to Singapore in the first quarter of 2014.

This reorganization follows the announcement at the end of 2013 from Accor Chairman and CEO Sebastien Bazin outlining a new strategy for the Group, focused on enhanced growth and sustained value creation. The vision is to transform Accor into the world's most valued and best-performing hotel group.

"This year Sofitel celebrates its 50th anniversary, and moving forward, the new organization will help share the excellence and expertise in luxury that Sofitel has so strongly developed," said Rick Harvey Lam, Senior Vice President Global Marketing - Luxury & Upscale Brands ACCOR. "With our marketing and design divisions based in Singapore, we will harness the dynamism of this region that has a high luxury demand, blending it with a touch of French elegance as only Sofitel can do."

This new organization reinforces Sofitel's core mission: to be the symbol of French elegance in luxury hospitality around the world. Robert Gaymer-Jones, CEO of Sofitel Worldwide will be leaving Sofitel after successfully transforming the brand to be a key player in the luxury hotel segment as evidenced by the multiple global awards and recognition achieved over the past years.
Sofitel, World Class Hotels & French Elegance

Sofitel is the only French luxury hotel brand with a presence on five continents with 120 addresses, in almost 40 countries (more than 30,000 rooms). Sofitel offers contemporary hotels and resorts adapted to today's more demanding and more versatile consumers who expect and appreciate beauty, quality and excellence. Whether situated in the heart of a major city like Paris, London, New York, Shanghai or Beijing, or nestled away in a country landscape in Morocco, Egypt, French Polynesia or Thailand, each Sofitel property offers a genuine experience of the French "art de vivre".

Sofitel Legend and & Sofitel So are two labels that come to enrich Sofitel Luxury hotels.

Sofitel Legend hotels are iconic and mythical; they are often centuries-old listed heritage buildings: Sofitel Legend Metropole Hanoi, Sofitel Legend The Grand Amsterdam and Sofitel Legend Old Cataract Aswan, Sofitel Legend Santa Clara Cartagena.
Sofitel So hotels are new « boutique hotels » characterized by a stylish focus on contemporary design by famous architects and/or embellished by international celebrities from the world of fashion, design or art: Sofitel So Mauritius Bel Ombre, Sofitel So Bangkok and Sofitel So Singapore (2014).

Find out more about Sofitel at www.sofitel.com
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