ANZ debut confirmed for Sofitel So brand

ANZ debut confirmed for Sofitel So brand
By admin

Auckland has been confirmed as the site of the Pacific region's first Sofitel So hotel, although the firm continues to search for opportunities to introduce the "designer" brand to Sydney and Melbourne.

Due to open in 2015, Sofitel So Auckland will be the fourth property for the fledgling global brand, joining the Sofitel So Bel Ombre, Sofitel So Bangkok and the Sofitel So Singapore which will open in December.

The 133-room property is owned by the CP Group which operates 11 Accor hotels in New Zealand. Estimated to cost NZ$50 million (AU$44.2m), it will feature a "design signature" by an as yet unconfirmed "famous name" from the world of fashion, art or design.

It will be the fourth Sofitel-branded hotel in New Zealand following the launch of the Sofitel Wellington in 2014.

Sofitel decided on Auckland for the Pacific launch of the new brand based on the "really successful" expansion of its network across New Zealand within the relatively uncluttered international luxury segment, according to a spokesperson. 

"We wanted to make a complete Sofitel network for New Zealand," she said.

But the introduction of the brand to Australia remains a priority, she confirmed, with the firm "actively pursuing" suitable opportunities in both Sydney and Melbourne.

Meanwhile, Sofitel area general manager Wouter de Graff described the selection of New Zealand as the first address for the brand  in the Pacific region as an "honour".

"Sofitel's continued growth and expansion in Auckland certainly gives credit to the city's status as the Pacific's next emerging luxury travel destination," he said.

"New Zealand has always been a world-class destination, but perhaps for the first time Auckland is now truly ready to realise its true tourism potential, with continued investment in creative projects like the Sofitel So Auckland poised to redefine hospitality experiences for both local and international visitors alike."

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