Articles tagged “sofitel”

Accor, the Paris-based hospitality company, is continuing a sweeping renovation campaign at Sofitel, its largest luxury hotel brand.

Accor has doubled its premium hotel volume since 2019 and premium now accounts for half its fees from new signings. Yet to grow further in developing markets, it may need to get creative by adding local brands and training local talent.

Accor aims to expand its share of luxury hotels by debuting its Orient Express brand this year and fine-tuning its other brands, like Fairmont and Sofitel.

There’s no one-size-fits-all approach to luxury hospitality, but Accor believes it’s up to major brands in the space to push the envelope. After a major rebranding, Sofitel has taken up the mantle of redefining luxury by investing heavily in team training, taking a stand for sustainability, and more.

India is a strong player in Accor's global vision. The record-breaking expansion in 2023 is a step towards its goal of opening 30 properties in the country over the next three to five years.

Accor has built one of the industry’s most complex brand portfolios, with more brands than any major hotel group. It uses lifestyle, soft brands, and regional depth to stay competitive across markets.

As announced in mid-2022, Accor is now in the process of reorganizing its operational structure into two divisions, the hotel group stated Tuesday.

Sofitel’s new brand campaign celebrates its French DNA, offering a modern take on gastronomy, arts and culture, design, and well-being. These four passions translate throughout the entire guest journey and reinforce the brand as an ambassador of French 'art de vivre' around the world.

Hotels can spend a surprising amount of time on bathroom amenities. Why? Because guests — especially big-spending ones — actually pay attention to what they put on their hair and body when they take a shower.

The general manager of Le Royal Monceau, Raffles Paris once told us that "the bathroom says everything about a hotel." We agree. Focusing on the bathroom amenities — the soaps, lotions, and potions — provides a valuable insight into the brand story.