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Sofitel hotel to rebrand as Pullman

Bucharest's four-star Sofitel, one of the most renowned hotels in Romania's capital, is to change its brand to Pullman as of January 2009, according to the company's Sales Manager, Alain D'Addio, quoted by Business Standard.

'All Sofitel hotels worldwide are undergoing a re-classification process to become five-star [units]. Our clients are mostly foreign business people, and Pullman is a brand 100 percent suited for this segment. Amid current market conditions, I do not see fit to become a five-star hotel. Moreover, we do not see sufficient demand on the five-star market', said Alain D'Addio.

D'Addio said he has no knowledge of plans regarding the affiliation of another hotel under the Sofitel brand, which is thus exiting the local market for the time being.

The Bucharest hotel will remain under management contract with Accor, present on the local market through Novotel and Ibis brands, as well.

Sofitel registered 7.8 mln. euros worth of business in the first nine months this year, slightly higher than the 7.7 mln euros posted for the same period in 2007. In the past two years, the company has invested some 0.5 mln. euros to renovate the unit's 203 rooms.

Pullman is a four-star brand, and part of international Accor group's portfolio, which also includes Novotel and Ibis hotels on the local market. Some 20 Pullman hotels are operating worldwide, with more than 5,100 rooms in six countries.

'Sofitel is a brand based in a proportion of 60-65 percent on business tourists and the remainder is for leisure. In the case of Pullman this percentage is 80 percent', explains D'Addio the advantages of a brand change.

At present Sofitel is held by World Trade Center Co. which has among its shareholders, according to the latest available information, Bouygues Batiment International (France - 21.51 percent, Debarth (France) - 20.23 percent, Property Fund - 19.9 percent, Financiara SA - 7.91 percent.

After the Intercontinental, present on the domestic market for more than 35 years, Sofitel is the second oldest international hotel brand present in Romania.

 

Sursa: http://www.rompress.ro

Tags: sofitel pullman market percent brand hotel