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ACCOR FORECASTS UPWARDLY MOBILE MARKET FOR INTRODUCTION OF SOFITEL BRAND TO SYDNEY

Sydney's first international hotel - The Wentworth - to become the city's first 'new' 5 star hotel this century following AUD$30 million refurbishment

Global hotel group Accor believes that it will be in a unique position to ride a predicted upward trend for deluxe hotel accommodation with the launch of the Sofitel Wentworth Sydney in mid-2003.

The Sofitel will be created out of an existing hotel - the landmark Wentworth Hotel, Sydney's first-ever international hotel. Accor was appointed today as new managers of the hotel by the property's owner, City Freeholds Pty Ltd. Accor will assume management in June 2002 and operate  the hotel under The Wentworth name until a massive AUD$30 million refurbishment is completed in mid-2003. The hotel will then officially be relaunched as the Sofitel Wentworth Sydney.  

Managing Director of Accor in Australia, Michael Issenberg, said the timing of the relaunch will be ideal as Sydney will not have had any new hotel stock for almost five years.

"By the time we launch the Sofitel Wentworth Sydney in mid 2003, no significant new hotel will have opened in Sydney since the pre-Olympic period, and at least 10 hotels would have closed their doors and been converted into apartments," said Mr Issenberg. "Furthermore, the opening is likely to complement a substantial upturn in the domestic and global economies, with a corresponding increase in demand for top-level accommodation."

The move will see Accor fulfill one of its key global expansion objectives - to establish its premier 5-star brand in Australia's most important business and tourism centre.

It will join three other Sofitels in Australia - Sofitel Melbourne (which also was originally branded a Wentworth hotel, when it opened in 1981), The Grand Hotel Melbourne and Sofitel Reef Casino in Cairns. The Sydney hotel will be a crucial destination in a network of over 150 Sofitels around the globe, joining cities such as London, Paris, Rome, New York, Los Angeles, Bangkok and Tokyo.

The refurbishment of the hotel will be undertaken by the hotel owners, with Accor playing an integral role in the design of the upgrade programme. While the exterior will not be altered because of its heritage-listing, the interior will be completely transformed, with a new foyer, new entrance and new facilities designed specifically for the hotel's major markets. The refurbishment will be conducted in a manner that will enable the hotel to remain functioning throughout this year with
minimum disruption to guests and patrons.

The Wentworth is one of Sydney's most historic hotels, with the original hotel - named after explorer William Charles Wentworth - dating back to 1882. The hotel was gradually added to, including the opening of the Wentworth Ballroom in 1920, and by the 1940s it was a 200-room hotel.

However, in 1960, then owners Qantas, decided to build an office tower complex on the site of the hotel, with a new Wentworth Hotel built on its current site in Phillip Street.  

On 13 December 1966 the old Wentworth closed its doors, with the modern-day Wentworth opening its doors the following day. 

The hotel has since become an architectural icon of Sydney. Famous for its huge copper awning and its bold semi-circular shape, it is believed to be the tallest brick building in the Southern Hemisphere. 

The Wentworth boasts Sydney's premier central business district location, being surrounded by the city's most important office complexes, including Chifley Square, Aurora Place, Governor Phillip and Macquarie Towers, and within a few minutes walk of the Stock Exchange, NSW Parliament, Art Gallery, Circular Quay and the Sydney Opera House. 

The massive upgrade programme will see all 431 rooms refurbished and the entrance to the hotel, retail and restaurant areas completely remodelled.

Chairman of Accor Asia Pacific, David Baffsky, said: "The addition of the Sofitel in Sydney has been one of the highest priorities of Accor. We have been approached about many projects in the past, but the Wentworth was worth waiting for because it presented a unique opportunity, given its location, its history and the exciting refurbishment plans.

"Sydney is a one of the world's major business and tourism hubs, and while we have a strong presence with all our other brands, Sofitel is the flagship for the group. It will complement new Sofitel openings this year in London, Washington DC, Chicago, Montreal, Marrakech, Buenos Aires,  Bangkok and Venice." 

Sofitel is the prestige brand of Accor hotels, with over 150 properties that bring a unique « art de vivre à la française » to prime locations around the world.