Sofitel Luxury Hotels reveals its strategic plan to elevate the brand into the premium-end of the international luxury hotel market

Sofitel Luxury Hotels has revealed its ambitious strategic plan to elevate the brand into the premium-end of the international luxury hotel market. The brand aims to become a new global reference in international luxury hotels between now and 2010, and will become the first European luxury hotel brand.

The new Sofitel creates unique contemporary luxury hotels and resorts in the world's most attractive destinations, by the artful blending of its French origins and the very best of local cultures.

Sofitel Luxury Hotels will broaden its luxury offer with the creation of two sister brands to address niche segments in the luxury market: Sofitel Legend, a collection of unique legendary properties with exclusive services, destined for travellers seeking the ultimate luxury experience; and So by Sofitel, a creative, edgy and stylish offer dedicated to a new generation of guests.

Yann Caillère, CEO, Sofitel and Member of the Accor Executive Committee, said: "The Sofitel network is being completely reviewed through a robust program to re-shape our current network and to upgrade each of our hotels through extensive renovation and refurbishment 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."

Examples of the new Sofitel Luxury Hotels include the recently launched Sofitel Wanda Beijing, the first hotel that illustrates the brand's new ambitions, with outstanding design features, the Pré Lenôtre restaurant and a beautiful spa and swimming pool.

Other recent openings include the Sofitel El Gezirah in Cairo, Egypt, and The Palace, The Old Town in Dubai, UAE, both superbly located properties.

The pace of the revamp program will now be stepped up in order to accelerate the repositioning of the brand, and put Sofitel on the path to profitable and sustainable growth.

Yann Caillère added: "France is renowned the world over for its leadership in luxury and is admired for its art de recevoir. We plan to capitalise on this unique expertise and tradition, setting us apart from other international players, and firmly establish Sofitel's leadership in luxury hotels. We plan to take cosmopolitan and discerning travellers to an even higher level of excellence, played through with a French touch."

Sofitel will become a separate business within the Accor Group in order to stimulate change and ensure the successful implementation of the strategic plan. Seasoned hotelier Robert Gaymer-Jones joins Sofitel Luxury Hotels as Chief Operating Officer. He will be in charge of implementing the ambitious international plan to reposition Sofitel as a new global reference in international luxury hotels. He will also carry out the launch of the two sister brands, Sofitel Legend and So by Sofitel.

Gaymer-Jones commented: "I am very pleased to join the leadership team of Sofitel and especially at such an exciting time in the history of the brand. The formation of this global business, managed by a team that has extensive experience, expertise and a proven track record of leadership in both the hotel and luxury industry, will enable us to put into motion the great ambitions we have for Sofitel and to capitalise on the many opportunities that lie ahead.

"With this team, there is no learning curve and no hesitation. We will work closely together to take the brand from strength to strength to a promising future, and are committed to driving the change throughout the organisation."