Hotel company Sofitel has revealed a strategic plan aimed at elevating its brand into the international luxury hospitality market.

The plan involves Sofitel Luxury Hotels broadening its offer with the creation of two new, sister brands.

These are Sofitel Legend, a collection of legendary properties for guests, and So by Sofitel, a creative, edgier offering.

Each of the new brands will incorporate developing unique spas, as wellness is to be a key element of the new brand positioning and guest experience.

The Sofitel spa philosophy will be based on six main points: tradition, beauty, expertise, attention, sensation and privacy. French beauty companies working in partnership with Sofitel are Decléor and Lancôme.

Seven Sofitel hotels will be rebranded as Sofitel Legend properties over the next two years, including the Winter Palace in Luxor, Egypt. The first So by Sofitel will open in 2009 in Paris, France, replacing Sofitel Arc de Triomphe.

CEO of Sofitel, Yann Callière, said: “The Sofitel network is being completely reviewed through our robust programme. By 2010, we will have a network of 139 business and resort hotels in prime locations around three distinctive, clear offerings.”

Currently part of the Accor Group, Sofitel will also now become a separate business within the group.