SOFITEL TO BE LAUNCHED IN BANGKOK

Central Grand Plaza Hotel to be rebranded Sofitel on 1 March 2001

One of Bangkok’s most prominent hotels, the Central Grand Plaza Hotel, is to join Accor’s premier 5-star Sofitel brand from 1 March 2001, following the signing today of an agreement between Accor and Central Hotels and Resorts.

The hotel will be relaunched as the Sofitel Central Plaza Bangkok and will join a network of 145 Sofitel hotels and resorts globally. The announcement of the Sofitel in Bangkok follows recent Sofitel launches in New York, Paris, Tokyo and Angkor Wat, with new Sofitels scheduled to open over the next two years in London, Chicago, Washington and other major international cities and resort destinations.

Accor and Central have been close partners for over a decade, with Accor managing the Sofitel Central Hua Hin, Thailand’s most historic resort hotel.

The hotel enjoys a prime location, near the expressway between Don Muang International Airport and the city centre. It is situated in one of Bangkok’s fastest growing commercial areas and is adjacent to the Bangkok Convention Centre and Chatuchak Park (home to the famous weekend market).

The 607-room, 26-storey hotel includes two executive floors and a range of suites, all with views over the Bangkok skyline or Chatuchak Park. Covering an area of 18,565 square metres, the complex also includes the Central Plaza Shopping Centre (with over 100 stores), Central Department Store, the Bangkok Convention Centre (BCC), capable of hosting conferences for up to 3,500 delegates, cinema theatres and an office block.

The hotel has its own conference facilities for up to 1,500 delegates, as well as 9 food and beverage outlets, business centre, swimming pool, tennis courts and fitness centre.

Commenting on the agreement, Accor Asia Pacific Chairman, David Baffsky, said that it was very significant that Sofitel had established a presence in Bangkok, because the Thai capital had been the base for Accor’s expansion in the Asia-Pacific region in the mid-1980s.

“Accor’s first regional headquarters for the Asia Pacific region was established in Bangkok, so the city has special significance for the group,” said Mr Baffsky.

“I am particularly pleased that we have been able to introduce the Sofitel brand to Bangkok as a result of our relationship with the Central Group. Our partnership goes back a long way, and the Sofitel brand’s reputation in Asia is based heavily on the success of the Sofitel Central in Hua Hin, so it is fitting that our flagship in Bangkok be a result of another Accor-Central joint venture. We are confident that this agreement will lead to further co-operation between the two groups in the future.”

Accor Asia Pacific Deputy Chairman, Jochen Dobel, who is responsible for the Asia region, added: “The signing of a Sofitel in Bangkok helps to fullfil a key Accor objective to have Sofitel represented in Asia’s most important cities and in the world’s major gateway cities. This hotel has an excellent location, some of the most comprehensive facilities of any 5-star hotel in Bangkok, and will be a highly valuable addition to the Sofitel global network.”

Central Hotels and Resorts president and CEO, Mr Suthikiati Chirathivat said that the hotel had already established a strong position in the Bangkok market, but with Sofitel branding and the support of Accor’s global sales, marketing and reservations network, there was potential for further improving the hotel’s performance.

“There is no doubt that the hotel market has become increasingly global in nature, and cities such as Bangkok – that attract an international market – can undoubtedly benefit from the support of a global chain such as Accor,” said Mr Suthikiati.

“We are very confident about Thailand’s business and tourism future, and the timing is perfect to bring Accor on board as the country’s economic position begins a major renaissance. Thailand is now being seen as a prime growth area for business, conference and leisure travel, and with Sofitel’s international reputation, we are anticipating attracting a greater flow of business from key source markets such as Europe, America and Australia,” he added.

Sofitel is already represented in Thailand through the Sofitel Central Hua Hin, Sofitel Raja Orchid Khon Kaen and Chateau de Bangkok. Sofitel is also the leading deluxe hotel brand in the neighbouring Indochina region, with hotels in Hanoi, Ho Chi Minh City, Dalat and Siem Reap.