Sofitel Hotel splits into two brands

Regular business travellers will more than likely be familiar with the Sofitel hotel brand which can be found in various countries all over the world. In a bid to keep up with the increasing amount of competition from new hotels, Sofitel hotel has announced plans that they are going to split their current name into two sister brands. It is hoped that by doing this they will be able to target niche segments in the luxury brand market.  

The Sofitel hotel network is being completely reviewed through a robust programme in order to reshape their current network and upgrade each of their hotels through extensive renovation and refurbishment. They have launched new development programmes in North America, Europe, Russia, North Africa, the Middle East and Asia in a bid to try into break into their markets.  

By 2010 they hope to have a network of over 100 businesses and resort hotels in prime locations. Around seven Sofitel hotels will become Sofitel Legend properties over the next two years. Amongst the first will be the Grand in Amsterdam and the Hua Hin resort in Thailand.   

The first new brand is set to be called Sofitel Legend which will be a collection of unique legendary properties with exclusive services. This will no doubt attract the top end of the market who enjoy being in the most luxurious surroundings.   

The second will be So by Sofitel which will be an edgy and stylish offer dedicated to a new generation of guests. Whilst this chain will still offer top class accommodation it is likely to attract those who prefer a more relaxed atmosphere but still want classy surroundings.