French hotel operator Accor has unveiled plans to expand its Sofitel hotel estate to 165 properties in the next four years as it continues to consolidate its luxury brand.

The luxury hotel brand recently reduced its estate from 204 to 137 hotels, in a bid to ensure that all of its properties offered a consistent level of luxury.

Accor said its next step would be to continue to expand each of its three brands - Sofitel, Legend and new boutique style brand So - both in the UK and abroad.

Robert Gaymer-Jones, chief operating officer of Sofitel Worldwide, said the company would focus on Asia Pacific and the Middle East, as well as traditional markets such as London, Milan and New York.

He added that the group was looking to expand in destinations such as Kazakhstan and Cambodia in a bid to attract customers who are “increasingly more adventurous in their choices”.

Gaymer-Jones also confirmed that Sofitel is still deciding where to launch its So brand. “It’s a toss up between Berlin, Paris and Bangkok, although Berlin would be a good one to celebrate the 20th year of the wall coming down,” he said.

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By Gemma Sharkey

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