Sofitel Luxury Hotels has appointed Sirinate Meenakul as its first Global Brand Director for the Sofitel So label.

Sirinate Meenakul

　　Sofitel Luxury Hotels has appointed Sirinate Meenakul as its first Global Brand Director for the Sofitel So label. Sofitel So is the designer, ‘boutique hotel’ vision of Sofitel, featuring trendy hotels in contemporary locations. Blending design and style, each Sofitel So aims to cater to travellers seeking the ultimate in luxury, culture and comfort, while expressing the essence of the destination. Reflecting a strong flare for design, each boutique hotel will combine the iconic Sofitel art de vivre with a signature design of an international designer from the fashion, art or design fields.

　　Meenakul, an industry veteran with almost two decades of experience in the hospitality sector, will spearhead and strategise the overall brand positioning of Sofitel So which includes properties in operation and under development in Bangkok, Mauritius, Mumbai, Singapore and a few in the pipeline.

　　“This newly created role is a direct response to Sofitel’s emphasis on creating more awareness for the Sofitel So brand globally. Being part of the pre-opening team for Sofitel So Bangkok, the first Sofitel So branded property in Asia, Sirinate has a strong understanding of the brand which makes her an ideal candidate for this pivotal role which is essential for the continued success of Sofitel So across Asia and beyond,” said Markland Blaiklock, Senior Vice President, Sofitel Asia Pacific.

　　Sirinate began her career in 1996 at The Regent Bangkok, operated by Four Seasons Hotel. In 2002, she joined The Sukhothai Hotel, Bangkok, a member of The Leading Hotels of The World, as Director of Business Development managing and developing key corporate and travel trade accounts.

　　With a desire to advance her knowledge and experience in marketing, Sirinate took on a challenging opportunity to join The Peninsula Bangkok as Director of Public Relations and Marketing Communications in 2003 where she spent six years establishing a range of PR and marketing initiatives before starting with Sofitel Luxury Hotels in 2009.

　　In addition to her new role, Sirinate will continue her responsibilities as Director of Marketing and Communications for Sofitel So Bangkok as well as Regional Director of Marketing and Communications for Sofitel Southeast Asia.

　　Sirinate will oversee the launch of the upcoming Sofitel So Singapore in mid-2013. Epitomising the very essence of modern living, Sofitel So Singapore blends design, pleasure, style and personality with a chic Singaporean twist. The luxury hotel will feature 134 guestrooms with 23 suites equipped with cutting edge technology and a uniquely designed theme representing modern Singapore while preserving the building"s heritage.

　　Sofitel has commissioned Karl Lagerfeld to design the emblem of the new Sofitel So Singapore. The emblem will symbolise the hotel’s new and original style, unique to Sofitel So Singapore, and appear on a range of exclusive objects available for clients during their stay.