SO Sofitel Hua Hin

Originally an independent hotel, the resort joined Accor as the first SO-branded resort in Thailand. With limited awareness and no brand structure, the property needed a complete transformation in positioning, marketing, and guest experience.

The Challenge

To rebrand and relaunch the property with a bold, differentiated identity that could elevate brand perception, build media traction, and anchor the resort in the Hua Hin–Cha Am market.

Our Approach

As Director of Marketing & Communications, Sebastian led the full brand implementation and launch strategy — from embedding SO’s “Imaginative Escape” positioning to designing signature touchpoints like the SO Wonderland Golf. The Phase II relaunch introduced a strong family focus, with Thailand’s first Wibit pool, new family rooms, and creative kids’ experiences. Through strategic PR, KOL engagement, and brand-aligned activations, the resort became a recognized leader for lifestyle and family-driven travel.Today, Tellmysaga continues to support the hotel as a marketing advisor to ownership — reviewing content, guiding brand decisions, and participating in monthly reviews with the on-property team.

Outcome

SO Sofitel Hua Hin is now a go-to luxury resort for families and activity-led stays, with a well-established identity, strong brand equity, and continued growth under an imaginative lifestyle positioning.