Accor to Launch New ‘Residence’ Label

Accor is launching its Residence brand in Asia with two luxury apartment complexes opening next year along Bangkok’s prime Sukhumvit Road area. Park Avenue, Sofitel Residence will open on Sukhumvit Soi 6 in early 2006 with 386 guest rooms and apartments. It will feature two restaurants, one all day dining outlet and one specialty restaurant, one bar, a patisserie and deli, swimming pool, large Spa complex and ballroom with five additional meeting rooms.
The boutique-style Asoke, Sofitel Residence on Sukhumvit Soi 19 is also scheduled to open early 2006 with 80 studio and one-bedroom apartments. It will have a fine dining restaurant and bar catering to in-house guests, swimming pool, fitness centre and Sofitel library off the reception area.

Accor Managing Director Asia Pacific, Michael Issenberg, said the Residence label would specifically cater to the fast growing serviced apartment sector that is rapidly expanding around Asia.

“Many new property developments in the region include luxury apartment complexes that will operate as long-stay venues and require a different approach to the way we traditionally cater to our guests.

“The Residence label represents full service apartment-style accommodation, providing guests with a specific product designed for long-stay corporate guests, while maintaining a deluxe level of service and facilities that has made Sofitel one of the world’s most prestigious five-star brands.

“Accor has considerable experience operating full-service apartments in Thailand, including the Sofitel-managed Chateau de Bangkok and Natural Ville Executive Residence in Bangkok, and the launch of the Residence brand is a natural progression as we continue to expand and innovate in the region.”

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Sukhumvit Road is a hub of Thailand’s foreign community and is extremely popular with corporate travellers. Both Resident full service apartments will be positioned near offices of major multi-national companies doing business in Thailand, in addition to fashionable shopping centres and well-known tourist attractions.Ê

Accor also plans to operate full service apartment-style accommodation under the Novotel Residence and Mercure Residence brands around Asia.
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