Wentworth rebrand to strengthen Sofitel

SYDNEY The acquisition of the historic Wentworth Hotel, to be relaunched as Sofitel Wentworth Sydney in mid-2003 after a $US18million transformation, has given Accor full brand saturation in the harbour city. Sydney was a gap in the global Sofitel network, which includes 150 hotels in 52 destinations. Accor takes over the Wentworth in June and will begin major renovations immediately, but the hotel will remain open for business through to the relaunch next year. The hotel, which was originally owned by Qantas and opened in 1966, will continue to be a major player in the conference and incentive market, possessing one of Sydney's largest ballrooms and a number of function rooms. Accor Australia general manager sales and marketing Mr Ray Stone said: "The addition of a Sofitel in Sydney is a major strategic coup for Accor in attracting high-end conference business."