Accor has sealed a deal with Royal Group Holdings, a Singapore-based organisation that focuses on the development of hospitality projects at prime locations, to bring the iconic luxury hospitality brand and experience of Sofitel to Singapore, for the very first time.
With over 30% of Singapore’s visitors being business travelers, Singapore is undergoing a major transformation, fast becoming the destination of choice for corporate travelers from the world over. As a result, there is an increasing demand for world-class accommodation options in the city centre, with a growing 25.50-million square feet of office space in the central business district and less than 1,000 luxury business hotel suites in the same area.
Sofitel Luxury Hotels was chosen to imbed the chic and contemporary Sofitel So label in Singapore’s city centre. The partnership between Royal Group Holdings and Sofitel Luxury Hotels was formalised at a signing ceremony between representatives from Royal Group Holdings, the Accor group and Sofitel Luxury Hotels on 25 October. Together, the team has pledged to transform the conservation building into the preferred luxe destination in the Singapore’s central business district.
Said Mr. Bobby Hiranandani, Managing Director of Royal Group Holdings. “We identified the Accor group, with whom we have had a long relationship with and its flagship brand, Sofitel Luxury Hotels as the most suitable partners to restore and refurbish this neo-classical structure to a five-star hotel of choice for the frequent traveler who is on the look-out for a home away from home.”
Added Markland Blaiklock, Senior Vice President of Sofitel Asia Pacific. “The 35 Robinson Road building with its iconic façade is an ideal place to showcase Sofitel So, the label that brings together the essence of design and city soul. Designed for a lifestyle in this dynamic city, we introduce a playful twist of the cutting-edge interior design concept enhanced with the latest technology that answers to the cosmopolitan lifestyle. With the exceptional Sofitel French hospitality, we are creating a unique address of Sofitel So Singapore for this vibrant city and the world.”
Said Michael Issenberg, Chairman and Chief Operating Officer for Accor in Asia Pacific, “Accor is delighted to confirm the arrival of the Sofitel So Label to Singapore and adds to the three brands that Accor operates in the city state today. Enhancing our network with the addition of a hotel within the luxury sector broadens our reach into new customer segments and further cements our position in Singapore as a significant operator in the hotel industry.”
Renovations at 35 Robinson Road commence next month, while Sofitel So Singapore is schedule to open in the first quarter of 2013. Sofitel So Singapore will be managed by the Sofitel Luxury Hotels, the international French hospitality brand under Accor Hospitality. The hotel will be accessible for reservations and bookings through the widespread Accor group hotels network.
Sofitel Luxury Hotels has been on an aggressive development strategy. Besides Sofitel So Singapore, the brand has also just signed the 289 room Sofitel Kiev Lyuteranska which is poised to open in 2013 and the 150 room Sofitel Frankfurt Opera which is scheduled for 2014. In Asia Pacific alone, Sofitel Luxury Hotels has already committed 9 hotels which will be opening over the next few years.