The European hotel group Accor is revamping
its upscale Sofitel brand as an international luxury brand with
three different types of properties: traditional luxury, historical
and boutique.
The company has set
up an independent business to oversee the changes and hired Robert
Gaymer-Jones as COO of the new team. Gaymer-Jones comes from
Marriott International where he was vice president for the U.K. and
Ireland.
Historical
properties will be called Sofitel Legend and its new boutique brand
will be called So by Sofitel. Current Sofitel properties that don't
meet the new luxury standards will be integrated into another Accor
brand, Pullman, the company said.
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