Sofitel joins Accor's luxury segment
Dubai, February 11, 2014
Sofitel Luxury Hotels today announced 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, said a statement.
“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,” it said.
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, it said.
“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.”
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, the statement said. – TradeArabia News Service