The luxury hotel group Sofitel is celebrating its sixtieth anniversary in 2024. On this occasion, Maud Bailly, Managing Director, reiterated the brand’s commitment to a luxury offering and confirmed the continuation of its global expansion.
– Projecting the opening of thirty new Sofitels by 2027, the network would reach a total of 150 establishments.
It all started in Alsace, sixty years ago. He was then born in Strasbourg first hotel 5 stars from Sofitel, which was founded by the French bank BNP Paribas. In light of venerable age, group, bought in 1980 from Accor Arenahe is now 123 hotels in the most prestigious places in the world and in France. As major events approach (including the Paris Olympics), Sofitel CEO, Maud Bailly, he asked Information about France, outlined the contours of the company’s future.
A future that is definitely looking forward luxuryespecially after Covid: “People want something that is both brand promise guaranteeof a strong standard and something at the same time very select, very exclusive, almost intimateE.” Sofitel director defends a “selected growth logic. For a brand to be successful, it has to be for us clear and distinctive. There are so many brands that we need to formulate a clear identity around Sofitel and it must be inspiring.”
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“Exclusivity of emotions”
This year the brand will open a new facility in Jaipur, India. Fifty suites with private pools that further reinforce Sofitel’s luxurious image: “You can have a beautiful product, but if there is no culture, personalized service, attention, something around the intelligence of the heart, that’s not a luxury»explains Maud Bailly, who insists “exclusivity of emotion, experience who is not like others ».
More openings are planned in Prague, Saudi Arabia, China and Benin. Enough to leave the saturated European market? On the contrary: “Today, I don’t have a Sofitel in Spain or Portugal. It’s still nonsense. So we have a very nice project in the Iberian Peninsula”she also evokes nuances interest in the American market. And the group does not hesitate to do so to close some establishments when the quality is no longer there. Three Sofitels should end soon.
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150 Sofitels in 2027
By planning the opening thirty new Sofitels by 2027the network would then reach a total of 150 establishments. “We wish coherent network, where there would be no gap between the brand promise and the reality of the experience. (…) Our goal is affordable but noble luxury, very committed to social responsibility without trying to maximize occupancy at all costs”concludes Maud Bailly.
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