At Sofitel, each property is a unique space where the French Zest seamlessly blends with local culture. The Cultural Link is central to Sofitel’s brand positioning and, by extension, to the positioning of each hotel. A hotel document known as the Cultural Link encapsulates the unique connection between the French Zest and local culture, which infuses the hotel’s positioning, storytelling, design, and guest experience. Every property must maintain a Cultural Link document, serving as the foundation for its marketing and design strategy.

BRTN has been appointed in 2025 as the official agency for the deployment of the Cultural Link process in the Asia region.