Accor has revealed its plans to bring Sofitel back into the family, a move that will see the departure of Sofitel Luxury Hotels’ CEO Robert Gaymer-Jones.
Sofitel Luxury Hotels will also move to a new geography-based organization, based on five key regions worldwide, something flagged in late 2013.
Inside the new organisation, Sofitel, part of Accor Group and formerly a standalone brand, is now part of a newly created luxury and upscale segment including Accor hotel brands Pullman, MGallery, Grand Mercure and The Sebel.
According to the Paris-based company, these organisational changes “further reinforce the Group’s support of Sofitel’s luxury approach, and enable Accor to leverage Sofitel’s expertise and best practices”.
This reorganisation follows the announcement at the end of 2013 from Accor Chairman and CEO Sebastien Bazin outlining a new strategy for the Group, focused on enhanced growth and sustained value creation.
Bazin’s vision is to transform Accor “into the world’s most valued and best-performing hotel group”.
As part of this realignment, the Accor luxury and upscale segment marketing and design functions will relocate to Singapore in the first quarter of 2014.
“This year Sofitel celebrates its 50th anniversary, and moving forward, the new organization will help share the excellence and expertise in luxury that Sofitel has so strongly developed,” said Accor’s Senior Vice President Global Marketing – Luxury and Upscale Brands, Rick Harvey Lam.
“With our marketing and design divisions based in Singapore, we will harness the dynamism of this region that has a high luxury demand, blending it with a touch of French elegance as only Sofitel can do.”