Sofitel has announced plans to elevate and reposition its brand into the premium end of the luxury hotel market. This new strategy will see the creation of two new brand portfolios – Sofitel Legend and So by Sofitel. The former regroups the existing crown jewels in the French luxury hotel network into premium luxury properties that combine personal butler services, lavishly appointed suites, opulent surroundings, and unique spa and fine dining experiences. 

Seven Sofitel Legends will be borne over the next two years – the Grand in Amsterdam, the Palais Jamaï in Fes, the Winter Palace in Luxor, the Old Cataract in Aswan, Santa Clara in Cartagena, Hua Hin resort in Thailand, and the Mterpole Hotel in Hanoi. 

So by Sofitel is a network of boutique hotels targeted at trend-conscious consumers, with a focus on signature designs by celebrated artists and designers, and a chic contemporary bar. The first So by Sofitel has been lined up for 2009 in Paris, and will replace the Sofitel Arc de Triomphe. These hotels will simply be known as So Paris, So Berlin, So London, So Shanghai, just to name a few. Sofitel plans to eventually have about 15 to 20 hotels under the So by Sofitel brand.

www.sofitel.com