Sofitel strengthens brand offerings
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Sofitel Luxury Hotels is continuing efforts to extensively revamp its brand offerings with the introduction of two new sister brands; SO by Sofitel and Sofitel Legend.
SO by Sofitel will be positioned as “cosy and hip boutique properties tapping into guests’ desires for design and pleasure”, according to Sofitel. Properties will be named, for example, SO Paris, SO Mumbai, or SO New York, although Sofitel has yet to name the exact locations of SO by Sofitel properties. The collection aims to attract a new, younger clientele.
Sofitel Legend will be positioned as the “cr
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