“We launched a massive wave of network cleanup in early 2023 under the leadership of AccorHotels Chairman and CEO Sébastien Bazin,” Bailey said. The goal was to create a dedicated luxury Lifestyle sector, divided into Four major brands – Raffles/Fairmont, Orient Express, Ennismore and Sofitel/MGallery/Emblem Hotels.
“This focus on luxury allows us…to really get into the essence of the brand’s existence and longevity,” said Bailey, emphasizing the importance of brand pillars, purpose and “what sets us apart”.
“There are so many cookie-cutter brands in the ocean, why should investors and owners choose us,” she said.
“Sofitel is also at a crossroads. We have two speed networks and the difference is killing credibility and killing luxury. Luxury cannot cope with any compromise in the quality of product or service,” explains the French woman.
Bailey said the Sofitel brand “lacked sexiness” and “people [were] We were seen as a bit of an old French brand, dusty… and lacking global ambition. “
“My motivation was to rekindle the brand promise but also clean up the network,” she said.
Bailey explained that this involved meeting with each Sofitel owner and “trying to convince them to renovate or rebrand, or remove the logo.”
She said candidly that these conversations were difficult but necessary. Decoration, on the other hand, requires a complete overhaul, not just the soft furnishings, or rooms and suites. All aspects are needed. Since the transformation, six former Sofitel hotels have parted ways with the brand.
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