Luxury Resort Guideline for Sofitel
PURPOSE
To position Sofitel Resorts as a global network of modern destinations with curated experiences, French-inspired services and amenities to raise the level of the guest satisfaction.
Strengthen luxury positioning of the brand, build service culture and drive performance.
Meet guest expectations and build brand loyalty
Leverage assets to offer a collection of experiences for cultural, beach, golf and spa destinations across the globe
HOW
Conducted market research covering macro trends, hospitality trends, Sofitel resort network SWOT analysis, frequent travellers preferences and Sofitel guests.
Defined target guests and built the resort philosophy and concept.
Draw up a methodology that reflects the research and brand positioning. Conceptualise resort experiences and touchpoints throughout the guest journey.
Included signature services, food and beverage offers, signature dining experiences, holistic wellbeing programmes, children programmes, sustainability, operational service guidelines and implementation tool kits.
Launched the concept with pilot projects in Morocco, Bali and Thailand.
Photo credit: Paolo Nicolello, unsplash
HIGHLIGHTS
A guest-centric strategy acted as a foundation for the Sofitel Resorts philosophy. Core motivations included:
o Bringing people together
o Inspiring authentic discovery
o Facilitating escape and relaxation
o Enabling a heightened sense of wellbeing
A collection of signature services and amenities aimed to uplift the guest experience, retain guests within the resort, reinforce the brand positioning and drive revenue opportunities.
Specific services and amenities for children focussed on engagement, entertainment, education and safety.
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Note: the intellectual property and trademark of the Sofitel brand belong to ACCOR. The resort guideline project is used as an example of work by Sirinate during her time with ACCOR.
