WHY INVEST IN

ACCOR GLOBAL DEVELOPMENT

FEBRUARY 2020
 FEEL THE PULSE

A vivid cocktail of sophistication and style.

An audacious burst of local energy that is both
luxurious and playful.
An edge that sets the experience apart.
Fashionable and social, it’s about being
the place to be and be seen.

PLAYFUL AUDACIOUS ENTERTAINED ENERGIZED

POSITIONING
VIDEO

SO/ BRAND PRESENTATION P. 2

 BRAND USPs

THE RISING
PLAYFUL LUXURY
Both luxurious & playful - best of both worlds in a
surprising way & Avant-garde in design,
sophisticated in feel

Local energy & vibrant scene – "the place to be &

be seen“

Booming portfolio with over 20 hotels by 2023

triple-digit growth

SO/ BRAND PRESENTATION SO/ Bangkok, Thailand

4
BRAND USPs

THE ONLY
FASHION-LED
HOTEL BRAND
Distinctive fashion signature from a renowned
designer for each address

High-impact fashion collection on guest

perception

Positive impact on employee engagement

SO/ BRAND PRESENTATION Karl Lagerfeld

5
 BRAND USPs

THE ATTRACTIVE
BUSINESS MODEL
High perceived value for guests & high average
room rate and brand premium

High PR value

Highly attractive for locals driving additional F&B

revenue & bottom line

SO/ BRAND PRESENTATION SO/ Hua Hin, Thailand

6
NETWORK AND PIPELINE

9 HOTELS

1,349 ROOMS

8 COUNTRIES IN 2019

13 NEW HOTELS BY 2024

2,526 MORE ROOMS BY 2024

Official figures as of end 2019

SO/ BRAND PRESENTATION P. 7

NETWORK AND PIPELINE 29%
EUROPE
Official figures as of end 2019
NETWORK
3 Hotels
397 Rooms
PIPELINE
4 Hotels
531 Rooms

19%
AMERICAS 45%
NETWORK
ASIA PACIFIC
1 Hotel
NETWORK
250 Rooms 4 Hotels
PIPELINE 610 Rooms
1 Hotels PIPELINE
200 Rooms 5 Hotels
936 Rooms

7%
AFRICA -
MIDDLE EAST
OPERATING MODE NETWORK
100% 1 Hotel
Managed 92 Rooms
PIPELINE
3 Hotels
SO/ BRAND PRESENTATION 809 Rooms P. 8
 NETWORK & PIPELINE
FLAGSHIPS

Kenzo Takada
SO/ Mauritius
Mauritius

92 ROOMS
P. 38
 NETWORK & PIPELINE
FLAGSHIPS

Christian Lacroix
SO/ Bangkok
Thailand

237 ROOMS
P.39
 NETWORK & PIPELINE
FLAGSHIPS

Karl Lagerfeld
SO/ Singapore
Singapore

134 ROOMS
P. 40
 NETWORK & PIPELINE
FLAGSHIPS

Polpat Asavaprapha
SO/ Hua Hin
Thailand

109 ROOMS
P. 41
 NETWORK & PIPELINE
FLAGSHIPS

Viktor & Rolf

SO/ Berlin Das Stue
Germany

78 ROOMS
P.42
 NETWORK & PIPELINE
FLAGSHIPS

Alena Akhmadullina
SO/ St Petersburg
Russia

137 ROOMS
P.43
 NETWORK & PIPELINE
FLAGSHIPS

Benny Castles
SO/ Auckland
New Zealand

130 ROOMS
15
 NETWORK & PIPELINE
LATEST
OPENING

Agatha Ruiz de la
Prada
SO/ La Habana
Cuba

250 ROOMS
16
 NETWORK & PIPELINE
UPCOMING
OPENINGS

Tamara Ralph
SO/ Uptown Dubai
UAE

188 ROOMS
OPENING DECEMBER 2021 17
 NETWORK & PIPELINE

SO/
LOS CABOS
200 Rooms
January 2022

SO/
ZHENGZHOU
212 Rooms
December
2024

18
 SO/ DUBAI UPTOWN | 188 Rooms | December 2021 NETWORK & PIPELINE

SO/ KUALA LUMPUR

213 Rooms
July 2022

19
 NETWORK & PIPELINE

SO/ PARIS MORLAND

161 Rooms
March 2021

20
 NETWORK & PIPELINE
KEY UPCOMING OPENINGS
Secured Pipeline as of end 2019

EUROPE AMERICAS
SO/ Paris, France 161 Rooms, March 2021
SO/ Los Cabos, Mexico 200 Rooms, January 2022
SO/ Cascais, Portugal 115 Rooms, February 2021
SO/ Sotogrande, Spain 151 Rooms, April 2021

AFRICA – MIDDLE EAST ASIA – PACIFIC

SO/ Samui, Thailand 83 Rooms, January 2021
SO/ Uptown Dubai, United Arab emirates 188 Rooms, December 2021 SO/ Kuala Lumpur, Malaysia 213 Rooms, July 2022
SO/ Doha, Qatar 321 Rooms, December 2022 SO/ Zhengzhou, China 212 Rooms, January 2025

Brand presentation 21
 GUEST EXPERIENCE

BRAND EXPERIENCE
A PASSION FOR
AVANT-GARDE
DESIGN
Every SO/ address is an avant-garde and
masterpiece, embellished with vivid design
elements, textures, colors and influences
of the destination, giving each hotel a one-
of-a-kind personality and style.

SO/ BRAND PRESENTATION P. 22

 GUEST EXPERIENCE

DESIGN PHILOSOPHY

BRAND
EQUATION
Every SO/ is a combination of the destination
style and the hotel or resort’s soul. A fusion
of the destination’s vibe and the hotel’s
ambition, the brand equation serves as the
“go-to” source of inspiration for bringing the
actual experience to life in the hotel. Most
importantly, it bestows upon the hotel a truly
unique personality.

SO/ BRAND PRESENTATION P. 23

 GUEST EXPERIENCE

BRAND EXPERIENCE
A PASSION FOR
PLAYFUL
ENTERTAINMENT
SO/ is where locals and travellers meet in
like-mindedness to experience the energy of
‘the place’, to be energized and entertained.
At SO/, guests are thrilled with fashionable
and social luxury experiences that capture
the vivacity and vibe of the locale - the
trendiest of local scene.

SO/ BRAND PRESENTATION P. 24

 GUEST EXPERIENCE

BRAND PROGRAMS — F&B

DESTINATION DINING SOCIETY HI-SO ROOFTOP BAR
Experiential dining with a unique vantage point – be it over a notable park or a casual cove on the seaside. Led by a notable An iconic destination in the city, HI-SO rooftop bar and ultra-lounge is focused on offering glamorous cocktails and on-
chef, the restaurant aims to bring stylish guests and locals together over innovative sharing plates, creative drinks and trend music while playing host to hotel guests and some of the locale’s most notable residents.
stimulating conversation.

SO/ BRAND PRESENTATION P. 25

 GUEST EXPERIENCE

BRAND EXPERIENCE
A PASSION FOR
FASHION
SO/ is an artistic vision brought to
life by a celebrated name from the ever
vibrant and expressive world of fashion.
From internationally renowned names
like Christian Lacroix (SO/ Bangkok) to
Kenzo Takada (SO/ Mauritius) to Karl
Lagerfeld (SO/ Singapore), each hotel is a
fashion statement in its own rights; from
unique hotel emblem to signature fashion
collection (uniforms) to iconic art or
decorative piece designed by the
appointed Fashion Designer.

SO/ BRAND PRESENTATION P. 26

 GUEST EXPERIENCE

BRAND PROGRAMS — FASHION SIGNATURE

HI-SO ROOFTOP BAR
An iconic destination in the city, HI-SO rooftop bar and ultra-lounge is focused on offering glamorous cocktails and on-
trend music while playing host to hotel guests and some of the locale’s most notable residents.

FASHION SIGNATURE (SO LOOK)

SO/ is an artistic vision brought to life
by a celebrated name from the ever so
stylish, vibrant and expressive world of
fashion. From internationally
renowned names like Christian Lacroix
(SO/ Bangkok) to Kenzo Takada (SO/
Mauritius) to Karl Lagerfeld (SO/
Singapore), each hotel is a fashion
statement in its own rights (unique
hotel emblem, signature fashion
collection (uniforms), iconic art or
decorative piece etc. designed by the
appointed Fashion Designer).

SO/ BRAND PRESENTATION P. 27

 GUEST EXPERIENCE

GUEST JOURNEY & EXPERIENCE – AT A GLANCE (M) – MANDATORY

(O) – OPTIONAL, if relevant to project or market only
The following list contains the key brand concepts & markers. Specific and detailed guidelines with rich elements & content bring each experience to life in the guest journey.
Brand standards as of end 2019, might be subject to changes.

• WELCOME • PUBLIC SPACE • GUEST ROOM • F&B • WELLNESS FACILITIES • LEISURE FACILITIES • MEETING & EVENTS

• Fashion Signature (M) • Hotel Signature Scent (M) • Complimentary • Fashionably • SO/ SPA (O)* • HI-SO rooftop bar (M) • SO/ (Monthly)
personal minibar (M) Late Breakfast Parties & Events (M)
(O)
• SO Greeting (M) • Rhythm & Tunes (M) • SO/ FIT (M) • Social Meetings
• HIS & HERS
• [COLOR] OVEN (O)
• Welcome Drink (M) Amenities (M)
all-day dining (M)
• (with storytelling & staging) • MIXO lobby (e.g. Red Oven, White
lounge & bar (M) Oven)
• RESET Turndown
service (M)
• Club Signature • [VIEW /
(executive lounge) (O) LOCATION]
SOCIETY
destination
• SO Guru (M)
dining (M) (e.g.
Park Society,
Harbour Society)

• BRAND EQUATION PROCESS – ONE-OF-A-KIND HOTEL EXPERIENCE (M)

• JUST SAY SO/ SERVICE CULTURE (M)
• SO/ VISUAL IDENTITY (M)
• Fashion • Playful Entertainment • Avant-Garde Design
*SO/ SPA is MANDATORY for all SO/ Resorts
SO/ BRAND PRESENTATION P. 28
 COMMUNICATION

COMMUNICATION PLATFORM
BRAND WEBSITE
GLOBAL
COMMUNICATI Informative and inspiring, the
ON TAGLINE brand website provides
seamless research-to-
FEEL reservation journey anytime,
anywhere.
THE

PULSE

SO/ VISUAL IDENTITY SOCIAL MEDIA

Amplifies SO/’s unconventional
attitude towards lifestyle luxury Over 23K followers
hospitality; playful and audacious,
sophisticated and vibrant. sohotelsandresorts

SO/ BRAND PRESENTATION P. 29

 COMMUNICATION

AWARDS 30 LEADING AWARDS ACROSS 6 PROPERTIES IN 2019

Top region: Asia Pacific (not including China) with 24 awards

Forbes Travel Guide

1 Awards

Haute Grandeur Global hotel Awards

6 Awards

Luxury Restaurant Awards

1 Awards

Michelin Guide
1 Award

World Luxury Hotel Awards

1 Award

SO/ BRAND PRESENTATION P. 30

BRAND PERFORMANCE

PERFORMANCE
REPUTATION
PERFORMANCE
SCORE

89,3 %
Our objective is to reach 90.5 and to a CompIndex of
above 1.00 vs. global competition

SO/ BRAND PRESENTATION P. 31

 ACCOR DISTRIBUTION SOLUTION* PERFORMANCE

ACCOR OFFERS >110 GLOBAL DISTRIBUTION CHANNELS AT BEST MARKET CONDITIONS

*All Accor brands excluding recently integrated:

Source: CRS Officail figures as of end 2019
Delano, SLS, The House of Originals, Mondrian, Hyde, greet, Mantis, Tribe 32
 PERFORMANCE

SO/ DISTRIBUTION POWERED BY ACCOR (Room Revenue based)

Official figures as of end 2019

INFLUENCED HOTEL DIRECT*

*E-mails & cluster services

VOICE
38% DIRECT SALES
ACCOR WEB
ALL.ACCOR.COM + APP
BRAND.COM 14%
1%

72% FOCUS WEB

(ACCOR WEB + WEB PARTNER)
45%
OF SO/ ROOM
REVENUE COMES
19% 28%
THROUGH ACCOR HOTEL
CENTRAL RESERVATION PMS
SYSTEM 99,534 ROOM NIGHTS
26% 12%
25% INDIRECT SALES
€20M ROOM REVENUE
WEB PARTNERS (OTAs)

GDS/IDS

33
 NEW BOOKING ENGINE & APP

1 MULTIBRAND PORTAL 1 LIFESTYLE COMPANION APP 18 BRAND.COM WEBSITES

ALL.ACCOR.COM

▪ 300M Website + App visits ▪ 56% Mobile and app visits* ▪ Plugged to ALL.ACCOR.COM

▪ 2,200 Destinations ▪ 1 Download every minute

▪ 18 Languages

*year 2019 + from dec 2019-to Mid Feb 2020, since launch of ALL

Source: Official figures as of end 2019

34
 NEW LOYALTY PROGRAM

THE ONLY LIFESTYLE THE FAST GROWING THE MOST GLOBAL

LOYALTY PROGRAM LOYALTY PROGRAM LOYALTY PROGRAM

NEW LIMITLESS EXPERIENCES ▪ 64M Loyalty members worldwide

AND EXTENDED OPPORTUNITIES Central
▪ 31% Loyalty contribution rate South
Europe
TO EARN & REDEEM POINTS America
North & 6%
▪ X 2 Members stay twice more 8%
Central
NEW BENEFITS ▪ X 2 Members spend twice more America,
Caribbean
▪ 2 New tiers (diamond & limitless hidden tier) ASPAC
11%
▪ 34 Brands and + 31%
214M
▪ Suite Night Upgrade Nothern
▪ F&B outside a stay 150 Europe
100
120 12%
70
NEW PARTNERSHIPS 4 4,7 Other
53 64
▪ PSG – Games / Net media value +€200m to ALL 32 40 Europe,
France
▪ AEG – Worldwide arenas & festivals 2016 2017 2018 2019
12% Middle-East
▪ IMG – Taste festivals & Africa
ALL FRS Huazhu
20%

Source: Official figures as of end 2019

35
…

APPENDIX

SO/ BRAND PRESENTATION P. 36

COMPETITION

EDITION

ANDAZ

W HOTELS

37
 DEVELOPMENT CRITERIA
AAA ULTRA CITY
CENTER LOCATION,
WORLDWIDE
HISTORIC
CONVERSION
RECOMMENDED
100 – 200 keys 200 – 250 keys
NUMBER OF ROOMS
HOTEL

ROOM AVERAGE
-10/-15% of worldwide 40 sqm and +
SIZE

TGFA / ROOM -10/-15% of worldwide 90 – 110 sqm PRIME SECONDARY AIRPORTS

LOCATIONS LOCATIONS SUBURBS
RECOMMENDED
90 – 180 keys 100 -200 keys
RESORT

NUMBER OF ROOMS INTERNATIONAL

CAPITALS
ROOM AVERAGE KEY CITIES &
40 sqm + balcony 45 sqm + balcony RESORTS
SIZE
TGFA / ROOM 90 – 110 sqm 100 – 120 sqm MAJOR DOMESTIC
DESTINATIONS
2 restaurants
FOOD & BEVERAGE
1 signature rooftop bar OTHER CITIES &
ATTRACTIVE
SoSpa TOURISTIC
WELL-BEING SoFit DESTINATIONS
Swimming pool
Magnifique meetings & events
MEETINGS Ballroom (1) Source: Official figures as of end 2019
Business Centre available 38
DESIGN & TECHNICAL SERVICES - Guidelines

SO/ FIT CONCEPT SO/ SPA GUIDELINES

SO/ DESIGN BRIEF
Can be used after HCSA is signed Can be used after HCSA is signed
Can be used before HCSA is signed

WHAT’S HAPPENING IN 2020?

• Construction and renovation standards
• Design brief
• Art & Styling guidelines
• So/ Glow

SO/ STYLE BOOK

Can be used before HCSA
is signed

39
 www.sofitel.com

For more information, please connect to the internal AccorHotels platform.

This document is for internal use only. Do not distributeor reproduce.

SO/ SOFITEL BRAND PRESENTATION P.31