Reorganisation for Sofitel brand

Sofitel Luxury Hotels has announced its move to a new geography-based organisation, based on five key regions worldwide. Inside this 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.

Sofitel claims that these organisational changes reinforce the group’s support of Sofitel’s luxury approach, and enable Accor to leverage Sofitel’s expertise and best practices. 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 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.

“This year Sofitel celebrates its 50th anniversary and, moving forward, the new organisation will help share the excellence and expertise in luxury that Sofitel has so strongly developed,” said Rick Harvey Lam, senior vice president global marketing – luxury & upscale brands Accor. “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.”

Robert Gaymer-Jones, CEO of Sofitel Worldwide will be leaving Sofitel.

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