Sofitel Luang Prabang

Originally an independent hotel, the property was rebranded into Sofitel as part of a broader transition under Accor. Set within a UNESCO-protected former Governor’s residence from the early 1900s, the hotel offered a unique opportunity to connect French heritage with Lao culture — but needed a clear brand identity and stronger visibility in the market.

The Challenge

To reposition the hotel under the Sofitel brand, craft a compelling heritage story, and elevate its market presence — while preserving its historical and cultural integrity.

Our Approach

As Cluster Director of Marketing & Communications for all three properties (SO Hua Hin, Sofitel Luang Prabang, and 3 Nagas), Sebastian led the full brand implementation, PR efforts, and experience storytelling. He leaned into the hotel’s past — the Governor’s residence, its UNESCO designation, and Luang Prabang’s French influence — to shape a narrative that resonated deeply with media and guests alike.

He hosted media fam trips, created all website and collateral content, and embedded Sofitel brand touchpoints throughout the guest journey. Later, as an external consultant, we continued advising ownership with monthly reviews, social content oversight, and quarterly brand check-ins.

Outcome

Sofitel Luang Prabang is now a market leader known for cultural authenticity, refined storytelling, and immersive heritage experiences. The brand has successfully taken root and continues to grow in relevance, value, and guest appeal.