French luxury hotel chain, SOFITEL, part of giant Accor Group, is looking to increase the number of ‘So by Sofitel’, its luxury fashion hotel brand to 18 globally in the next five years, including plans for a property in Dubai.
The firm currently has two properties operating under its So brand but has major expansion planned with Cairo and Beirut also being targeted. “Eventually we’ll have somewhere between 15 and 18 Sos operating around the world in the next five to seven years. I’d love to bring it to Dubai, Cairo and other parts of the Middle East. We’re looking at an opportunity in Beirut,” Sofitel CEO Robert Gaymer-Jones told Hotelier Middle East.
“The destinations have to be around fashion and design. The So we’ve just launched in Bangkok is unbelievable because guests choose their room by their preferred designer – it’s very fashion led. The uniforms and hotel accessories – the bath robes and soaps – are all designer.”
Worldwide, the hotel group has already signed So properties in Singapore and Sydney and is also actively looking for sites in “trendy areas” in London, Paris and New York. < a href=”http://ad.doubleclick.net/jump/ab_en/industries/travel-hospitality/;artid=449907;sz=300×252;tile=3;pos=mpu;kw=industries_travel_hospitality;comp=;ord=1331866428?” target=”_blank”><img src=”http://ad.doubleclick.net/ad/ab_en/industries/travel-hospitality/;artid=449907;sz=300×252;tile=3;pos=mpu;kw=industries_travel_hospitality;comp=;ord=1331866428?” width=”300″ height=”252″ border=”0″ alt=””></aGaymer-Jones said the brand was even more fashion-conscious than Rezidor’s designer lifestyle brand Missoni.
adapted from arabianbusiness.com
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