AFTER millions spent to establish Sofitel Luxury Hotels as a stand-alone five-star entity separate from parent Accor, the French chain has now reintegrated the brand back into its fold.
The move has impacted Softel Asia-Pacific’s senior vice president Markland Blaiklock, based in Singapore, who is pursuing new opportunities in the region. Sofitel Worldwide CEO, Robert Gaymer-Jones, is also leaving.
Accor spun off the brand a few years ago as a means to strengthen its sell in the upmarket segment, where it appeared weaker due to its history and strength in the budget, mid- and upscale markets with brands such as Ibis and Novotel.
An Accor release dated November 26 did hint that Accor’s new chairman and CEO, Sébastien Bazin, was going to restructure the brand, which turns 50 this year.
A statement from Accor obtained by TTG Asia e-Daily this morning said Sofitel is now part of a newly created luxury/upscale segment which includes Pullman, MGallery, Grand Mercure and The Sebel.
“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,” it said.
It said the change would further reinforce the group’s support of Sofitel’s luxury approach and enable Accor to leverage on Sofitel’s expertise and best practices.
Accor’s new CEO is under pressure to speed up and make the company asset-light, focusing on franchises and management contracts. Bazin was appointed CEO and chairman in August last year after Denis Hennequin was shown the door in April 2013 over differences with the implementation of the group’s strategy.
