Two years after the launch of the "Life is Magnifique" concept, the CEO of Sofitel Luxury Hotels, Robert Gaymer-Jones gathered his staff and a group of CEOs selected through the network at the new Sofitel The Palm Dubai to define the contours of the new phase of the positioning of the chain. The focus should be even more on the customer experience with a "hand-made" approach, referring to "French Elegance" as the differentiating theme against increasingly difficult competition on the segment.For Robert Gaymer-Jones, this is not to call the work done over the past five years to being Sofitel into the luxury world into question, but the need to take another step in this direction while the brand's legitimacy is already established and the support of Accor's board has been confirmed.In a luxury hotel segment dominated by English and Asian brands, Sofitel's fundamental values have been reaffirmed and centered around the theme of French elegance, as far as behavior and reception, design, gastronomy... with the constant search for that place between local culture and French roots. But the new strategy aims to go father loin in personalized service and loyalty. Each client should have, from the beginning, privileged or recognized by what differentiates them from other guests. "This requires having the most information possible about the reason for their trip, their tastes, their hobbies, their expectation, etc. from the start", explains Robert Gaymer-Jones. "Each hotel needs to adapt its services to individually give clients a memorable experience".This has been confirmed by a survey of 25,000 people, Sofitel clients or other luxury hotel brands or non-hotel luxury services. It must be tested and validated by a group of CEOs, selected from across the world to represent their clients and their nationalities. Beyond the rhetoric and good intentions of the new strategy, procedures, logistics, and staff training must be defined in order to be feasible in everyday life and in a natural way by "27,000 ambassadors", Sofitel employees from the CEO to the janitor.A large Sofitel meeting will take place next May, again in Dubai The Palm, bringing together all General Managers of the 120 hotels en in operation in the world to present the new campaign for this second Sofitel positioning phase, of which the title is still heavily guarded secret.
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