Accor announced today the launch of its Sofitel Privilège card in Asia, offering cardholders exclusive benefits at over 180 Sofitel hotels worldwide. The hotel company said that the enrolment strategy will focus on enrolling high yield customers as opposed to generating volume, as Sofitel has very high ambitions in making this programme the cornerstone of its marketing strategy for the coming years.

Accor stated that Sofitel is confident in building a strong database of 50,000 high frequency customers and VIPs in Asia Pacific over the next 18 months in addition to the 150,000 existing cardholders worldwide. It is anticipated that Thailand, Japan, Singapore, China, South Korea and Australia will be the primary source markets.

The launch is timed at a strategic moment when several key Sofitel properties will be opening in Asia Pacific including the Sofitel Wentworth Sydney and the Sofitel Seminyak Bali, expanding the network to 30 hotels around Asia Pacific.

Sofitel Privilège cardholders will receive a personalised welcome and loyalty points every time they stay at a Sofitel hotel.

Every time cardholders stay at any Sofitel hotel, they are awarded Compliments Points based on the total bill expenditure during a stay of at least one night, including bar and restaurant bills. For every 10 Euros spent (or the equivalent in local currency), cardholders receive 80 Compliments Points that are valid for up to three years. When the account balance reaches 20,000 points, cardholders are awarded Cheque-Compliments worth 200 euros redeemable at almost 2,000 Accor hotels around the world.

Cardholders can also enjoy a late check out until 4pm at no additional charge simply by informing the reception desk on check in.

Other benefits include a glass of champagne or the cocktail of the day for two on check-in, a welcome gift together with a gourmet treat, daily fresh flowers and mineral water in the room. Sofitel Privilège Guest cardholders enjoy complimentary access to the hotel’s health club, free pressing service and daily newspapers in either French, English or local Asian languages.
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