Travel Agent - December 24, 2007 - (Page 84)

NEWS IMPACT Sofitel Creates Niche Brands SOFITEL IS launching a boutique line and rebranding some of its properties as “Legends,” in a compartmentalization intended to elevate the company’s presence in the hospitality industry. “The Sofitel network is being completely reviewed through a robust program to reshape our current network and to upgrade each of our hotels through extensive renovation and refurbishment,” said Yann Caillère, CEO of the French hotel group. “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.” The new brands are Sofitel Legend, described as a collection of unique luxury properties with exclusive amenities, and So by Sofitel, which will consist of boutique hotels. The regular Sofitel label remains for hotels in the high end of the upscale market. Concurrent with this addressing of niche segments, Sofitel will become a separate business within parent company Accor Group “to create a true luxury culture,” according to Gilles Pélisson, CEO of Accor. Setting up Sofitel as an independent business keeps it from being lumped together with Accor’s lower-priced chains, such as Motel 6. The move brings to mind a similar maneuver by Starwood Hotels & Resorts to give some autonomy to its luxury brands. Sofitel said that existing properties will be renovated as seen fit and placed under one of the three banners. Six existing Sofitels will be distinguished as Sofitel Legend hotels: the Grand in Amsterdam; the Palais Jamai in Fez, Morocco; the Winter Palace in Luxor, Egypt; the Old Cataract in Aswan, Egypt; the Santa Clara in Cartagena, Colombia; and the Hua Hin resort in Thailand. The Metropole in Hanoi, Vietnam, will be the first hotel to open under the Sofitel Legend flag. The first So by Sofitel property will open in 2009 in Paris, with another to follow in Berlin. Every hotel in this group will have fewer than 200 rooms. Sofitel’s compartmentalization CONNECTING YOU Curious about other hotel groups that are tiering their portfolios? Go to www. travelagentcentral.com/hotelbrands reflects industry trends and status. The hotel business has been basking in high average daily rates, which it is able to achieve because of relatively skinny supply and an ever-growing influx of affluent travelers. “The world’s wealthy population continues to grow,” said Caillère, noting that 55 percent of the hospitality market targets the upscale to luxury sector. Along with the rebrandings, Sofitel (www.sofitel.com) announced the appointment of Robert Gaymer-Jones as COO. —DAVID EISEN Sofitel’s Grand hotel in Amsterdam has become a Legend 84 | TravelAgent December 24, 2007 http://www.travelagentcentral.com/hotelbrands http://www.travelagentcentral.com/hotelbrands http://www.sofitel.com

Table of Contents Feed for the Digital Edition of Travel Agent - December 24, 2007

Travel Agent - December 24, 2007 Online Now Contents From the Editor Letters to the Editor Contributors Europe: Lyon, the Center of France Two Iconic London Hotels Jazz Up their Top Suites Europe Briefs Mexico: Puerto Morelos on the Riviera Maya Mexico News & Notes Pacific/Asia: Large-Scale Developments Strengthen Singapore’s Appeal to Families, Meetings and Other Travelers Caribbean: Old San Juan’s New Hotel The Cervantes Ritz-Carlton Upgrades, La Concha Reopens in San Juan Peter Island Resort Hawaii: Maui Enhances its Allure for Active and Luxury Clients Las Vegas: Hoteliers and Wholesalers Go Beyond Gaming Las Vegas Briefs Tours: Pacific Northwest Briefs Hotels: News and Packages from All-Inclusives in Mexico and the Caribbean Cruises: Luxury Lines’ Shore Excursions Cover Story: Gerry Cahill Agent Profile: Nancy Nicol, Hawaii Specialist and Hyatt Award Winner Technology: Mailpound’s Customized Marketing Transportation: Boeing’s Anticipated Next Arrival: the 747-8 Intercontinental New York: The Mandarin Oriental Hotel Agenda: Fam Trips, Deals & Incentives, Calendar Vegas Travel Week Sofitel’s Two New Brands Travelport Rolls Out Leisure Product Expedia CruiseShipCenters Debuts U.S. Tourism to Israel In the Spotlight Editorial Index Advertising Index Classified Marketplace Trendwatch Special Supplememt: 2008 Portugal Travel Guide

Travel Agent - December 24, 2007

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