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Entretien avec Yann Caillere, Directeur Général Sofitel Monde: “The re-positioning of Sofitel can only"

2 min reading time

Published on 24/10/08 - Updated on 17/03/22

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Almost one year, today, after the launch of the re-positioning of Sofitel, I think that we have demonstrated the legitimacy of Sofitel in the luxury segment. There are no more questions to be asked. The strategy is implemented day after day through new steps, everywhere in the world and in every field.

Few hotel groups or international brands in this sector have accomplished in such a short period so many significant progresses. Of course, we are still in a construction phase, but in one year we have strengthened our foundations and the building start to rise strongly from the ground. The image of Sofitel is starting to change. Without going trough our actions in details, these few examples are the signs of our commitment:Last but not least, and certainly the most exciting victory, our clients give us signs of positive encouragement, even though the world economy is not favourable. I am confident because it is obvious that the re-positioning of Sofitel can only be assessed on the long run. We should not forget where we come from and where we were only a few months ago.”

- A network more clear, ready to develop the new Sofitel standards: 161 hotels to date versus 202 in 2006, - Emblematic openings such as Sofitel Wanda in Beijing, El Gezirah in Cairo, Le Grand Ducal in Luxembourg, Sofitel London Heathrow T5, Los Cardales in Buenos Aires, Sofitel Macao, and soon, Bangkok, Dubai, Sheshen in China, Al Khobar in Saudi Arabia.
- Regarding the renovations done, Le Louise in Brussels, The Metropole in Hanoi, Le Scribe in Paris. Some heavy renovations are underway concerning the Sofitel Legends, such as The Grand in Amsterdam or the Old Cataract in Egypt and, in the beginning of next year, the Sofitel Rabat in Morocco.
- The spreading of the new visual identity and its collateral, incorporating our prestigious partners: Hermès, Delorme for the amenities, the Bose technology (best sound) in the rooms, Scherrer for the uniforms, Bernardaud for the tableware...
- A new advertising campaign, presently displayed, which positions undoubtedly Sofitel in the luxury codes.
- The launch of two brands, So and Legend, which will reinforce the legitimacy of Sofitel Luxury Hotels.
- Training, a major asset for our success, is already very much in place.

Last but not least, and certainly the most exciting victory, our clients give us signs of positive encouragement, even though the world economy is not favourable. I am confident because it is obvious that the re-positioning of Sofitel can only be assessed on the long run. We should not forget where we come from and where we were only a few months ago.”

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