The number of hotels in Sofitel’s development pipeline increased 129% following the launch of a sophisticated new brand design.
Sofitel is known for delivering world-class guest experiences across the globe, but the hotel chain was struggling to appeal to new audiences, particularly families, and had only opened one new hotel in Europe in ten years.
Sofitel’s new brand design launched in April 2024, with every consumer touchpoint taking on the new identity, from hotel signage and branding to website and social media. Created by Conran Design Group, the design reframed the brand’s inherent French-ness and elevated Sofitel’s luxury credentials, widening customer appeal and driving commercial growth.
In 2024, total room revenue increased 3.3% on the previous year and Sofitel’s development pipeline leapt from 14 to 32 hotels. Four new brand partnerships were secured and the percentage of family guests at the hotels rose from 9% in 2023 to 18% in 2025.
