Sofitel intends to undertake extensive renovations to its New York City hotel as part of its 60th-anniversary festivities – The Points Guy

Accor’s Sofitel is celebrating more than just a diamond jubilee and its historical legacy. At 60 years old, the brand is embarking on a new phase of expansion and modernization.

One might contend that one of Sofitel’s greatest strengths, despite its limited footprint in the U.S., is its brand recognition. The average American traveler is probably more familiar with the French-inspired luxury brand than with its parent company, Accor. At its finest, Sofitel is renowned for avoiding standardized hotels: Each property embodies the local community while still emphasizing French hospitality, culture, and cuisine.

Despite having a limited presence in the United States, Sofitel hotels are located in major cities such as Los Angeles, Chicago, Philadelphia, New York City, and Washington, D.C. Moreover, even though its U.S. footprint is small, Sofitel relies significantly on American travelers. According to a company presentation at the NYU International Hospitality Industry Investment Conference this month, the U.S. and Australia are the top feeder markets for the brand.

However, Sofitel now encounters significantly more competition than it did sixty years ago when it first opened.

Advancing the brand requires balancing the act of maintaining both freshness and consistency at well-established hotels while simultaneously focusing on growth and expansion with new properties. In addition to plans to open 30 new hotels in the next four years, the Sofitel team is diligently working on revitalizing some of its most renowned properties, such as Sofitel New York. Approximately 26% of the nearly 120-hotel Sofitel network has either undergone recent renovations or is scheduled for upcoming renovations.

“I believe that the strength of a brand is rooted in its culture,” stated Maud Bailly, CEO of Sofitel, M Gallery, and Emblems at Accor. “Our Sofitel brand is not only beautiful and beloved but also has a profound heritage.”

One of the major changes happening at Sofitel during its 60th anniversary is the newly announced renovation of Sofitel New York, which is scheduled to begin later this year.

The renovation—although no specific cost was provided, Bailly reassured reporters, “It’s a lot, and it’s worth it”—covers the entire hotel, including 398 guest rooms and suites. The hotel’s lobby, meeting rooms, guest elevators, and corridors are also set to be updated.

The design team is collaborating with HBA San Francisco to update the hotel’s existing Parisian art deco and 1940s Manhattan glamour look, maintaining and modernizing the art deco theme. Features such as Sofitel New York’s magnificent lobby staircase will stay, but the renovated area will showcase upgraded furniture and finishes.

The complete renovation is anticipated to be finished by the autumn of 2025 and will enhance other Sofitel refurbishments taking place in the Americas, such as the recently initiated full renovation of Sofitel Montreal Le Carre Dore and the newly upgraded lobby and lounge at Sofitel Philadelphia at Rittenhouse Square.

Bailly, who assumed her current position early last year, has been candid about the importance of renovations in ensuring the Sofitel product remains consistent throughout its expanding network.

“In the luxury sector, inconsistency is unacceptable. Regardless of where you are, the quality of the product, the level of service, and the brand promise must remain consistent,” she emphasized. “Additionally, we had to revive our appeal. With numerous emerging brands and lifestyle competitors, it was essential to rejuvenate our own brand.”

However, it’s evident that Bailly is also actively working to ensure that Sofitel remains both consistent and expanding: opening 30 new hotels in four years is a remarkable growth objective for any luxury brand, especially one approaching its 60th anniversary.

A portion of that expansion applies to Sofitel Legend, a branch of Sofitel that specializes in heritage buildings, such as the Sofitel Legend Casco Viejo in Panama. The forthcoming Sofitel Legend will be in Prague, with The Mozart Prague currently undergoing significant refurbishment. Future Sofitel locations include India and Qatar, and Bailly mentioned there are potential opportunities for new hotel deals in the Americas.

What makes guests and owners return year after year for the French flavor of Sofitel?

“Why opt for one brand over another? I believe it’s crucial to stand out, and part of our uniqueness is our French heritage. Being French doesn’t imply arrogance, lecturing others, or constant grumbling; rather, it signifies a deep appreciation for living well,” Bailly remarked with a laugh.

“We understand how to sleep properly, drink properly, eat properly, and live life to the fullest,” she added. “We are passionate about life, and we cherish art and culture, striving to create connections between different cultures.”

When you phrase it that way, who wouldn’t want to experience some French joie de vivre?

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