Accor may push Sofitel as luxury hotel brand

Accor is considering relaunching its Sofitel brand with a more exclusive image, in a bid to turn the loss-making brand around.

Sofitel Chief Executive Yann Caillere told Reuters news agency had been losing money for some time while watching competitors move into the luxury segment of the market.

The rebranding is part of a 2.5 billion euro ($3.7 billion), five-year expansion plan for Accor that began last year.

Standards in Sofitel hotels had varied, but under the new scheme all would be rated five-star and higher.

“It was an inconsistent network. You could go from three stars to five stars within the Sofitel brand,” Caillere said.