Sofitel New York, located in the heart of Manhattan, is about to undergo a massive transformation. Exclusively for DSCENE, the hotel’s newly appointed General Manager, Dieter Schmitz, discusses renovation, managing a large hotel, and the well-known Sofitel brand identity.
Schmitz, with an extensive background in upscale hotel management, is set to guide the iconic property through a comprehensive renovation aimed at redefining luxury hospitality in New York City.
In the interview with DSCENE Magazine’s Editor-in-Chief Zarko Davinic, we explore the visionary plans for Sofitel New York, examining how the combination of Parisian sophistication and New York’s dynamic energy will create a unique niche in the landscape of NY luxury hotels. Schmitz opens up about his personal journey with the brand, the challenges and thrills of managing such an emblematic property, and the foundations that are set to make Sofitel New York stand out once again in NYC’s hospitality landscape.
How do you envision the future of Sofitel New York, especially after the comprehensive renovation? What will set it apart from other luxury hotels in the city? – We are treating this renovation as if we were launching a brand-new hotel, considering that every element of the guest experience is being refreshed and redesigned. Our hotel is set to celebrate its 25th anniversary next year, and this renovation will allow us to reintroduce our Sofitel property not only to the New York market but also as a flagship for the entire U.S. With a beautifully revamped space in an unparalleled location, we are poised for incredible success.
What will truly set us apart from other options in the city is our unwavering commitment to providing a genuinely personable guest experience. We aspire to embody approachable luxury—warm, authentic, and unscripted—where our personalities and passion for hospitality truly shine.
Despite having 398 rooms, the hotel maintains a unique sense of intimacy and layout that I deeply appreciate. We want our guests to feel as if they are escaping the hustle and bustle of NYC, while still being just steps away from some of the world’s best attractions.
Sofitel is known for blending the elegance of French culture with the local spirit of its locations. How do you personally see the mix of New York’s dynamic energy with Parisian sophistication in the revamped Sofitel New York? – I see the revamped Sofitel New York as a beautiful fusion of New York’s vibrant energy and Parisian sophistication, creating a unique atmosphere that captures the essence of both cities. New York is a hub of creativity and diversity, filled with a relentless pace and an eclectic mix of cultures. This dynamic energy will be reflected in the hotel’s design, culinary offerings and guest experiences.
By incorporating Parisian sophistication—characterized by elegance, attention to detail, and a strong emphasis on personal service—we can create an inviting space that feels luxurious yet approachable. Imagine stunning design elements that pay homage to classic French aesthetics, seamlessly blended with modern touches that resonate with New York’s contemporary vibe.
The staff will embody this blend of cultures by providing warm, personalized service that is both refined and genuine, ensuring guests feel at home while indulging in the luxury that Sofitel is known for. Ultimately, the revamped Sofitel New York will serve as a vibrant meeting point where the energy of New York and the elegance of Paris come together, creating an unforgettable experience for every guest.
Your background includes extensive experience managing upscale operations across a broad portfolio. How do you apply this experience to your vision for Sofitel New York, especially in terms of service, design, and guest experience? – I have a deep passion for the pressures and rewards that come with openings and renovations. There’s nothing quite like the excitement of the first opening day, nor the incredible sense of pride that the team feels when bringing the property to life. The bonds and friendships formed during this journey, from wearing hard hats to celebrating the grand opening, are something I value immensely.
Each opening and renovation offer valuable lessons for the next, but one of the most important realizations is that things never go exactly as planned—there are no guarantees. It’s essential to remain flexible, adapt quickly and maintain a sense of poise and calm amidst the chaos. This has been a significant lesson for me, from opening eight hotels across the Us and particularly from my experience opening Riggs just four weeks before the pandemic.
As a leader, my role is to provide stability for my team, help develop their skills, support them and ensure that we are all aligned in our mission to deliver an exceptional experience for our guests and to have a fun time doing so as a collective team.
Sofitel is one of my personally favorite brands, and I often use Accor properties. How do you feel about managing such an important location for both Accor and the Sofitel brand in one of the world’s most iconic cities? – I love New York City more than any other place in the world. The energy, the people, the beauty—there’s a pace here that is unmatched, and when you leave, you inevitably miss it. I certainly did from the moment I left, and being back here gives me a renewed sense of energy. However, to feel truly fulfilled in my career, it’s essential to be part of a brand that I believe in, love and feel pride for.
Our Sofitel brand stands out in the ever-expanding landscape of hospitality brands due to its unwavering commitment to service excellence and the significance it places on its people. This brand genuinely prioritizes its team members and recognizes their vital role in bringing our brand and guest experiences to life. At its core, hospitality thrives when team members love what they do, feel appreciated, and flourish in their roles.
At Sofitel, guests enjoy a refreshing commitment to personable excellence that is truly energizing. I love this brand, I love this city, and I am excited about the opportunities that lie ahead. This is a once-in-a-career chance, and I believe that when we bring this renovation to life, it can mark a pinnacle moment in our careers, allowing us to serve as a flagship for years to come.
Which Sofitel properties around the world have left a lasting impression on you, and what elements from those experiences do you plan to bring to your own version of Sofitel New York? – I truly appreciate our Sofitel brand for its ability to make each property feel unique and deeply connected to its location, all while maintaining a vibrant energy and a commitment to exceptional guest experiences. Although I’ve only been with the brand for a few months, I have thoroughly enjoyed my time at Sofitel Le Scribe in Paris.
During our visit with our family, including our one-year-old daughter and five-year-old son, the staff went above and beyond to make us feel welcome and at home in a new city. It was evident that everyone on the team took pride in their work; from the general manager down, they actively engaged with guests, ensuring extraordinary experiences and executing an impressive stay overall. The bar was fantastic, the dining options were excellent and the location was unbeatable, offering easy access to shopping and all the sights one would want to explore in Paris.
In the U.S., I had the pleasure of visiting our sister property, Sofitel Philadelphia, which recently completed a remarkable renovation. I also enjoyed my time at Sofitel Chicago Magnificent Mile, both of which provided outstanding guest experiences.
Managing a key property like Sofitel New York must come with its own unique challenges and opportunities. What excites you most about leading this hotel into its next chapter? – I am truly excited about the opportunity to bring our new flagship to life. We recognize how rare it is to have such a significant chance in our careers, and the importance of this responsibility definitely motivates us in our daily efforts. We all anticipate the incredible grand debut post-renovation, and being part of the team that brings this vision to fruition is an honor we deeply cherish.
I’ve always believed that I would struggle as a general manager in a cookie-cutter environment. I am passionate about hotels and brands that not only recognize the value of unique guest experiences but also embrace this philosophy at their core. At Sofitel, we have the freedom to let our personalities shine, and at Sofitel NYC, our guests will enjoy a refreshing escape from the hustle and bustle of our vibrant city in a location second to none. We eagerly look forward to sharing this with the world!
SOFITEL NEW YORK
45 West 44th Street
NY 10036 New York
Tel: (+1) 212 354 8844
For more log on to sofitel-new-york.com
Been to Sofitel New York last week and this one definitely needs a renovation! The renders of the design look gorgeous!