Accor CEO Maud Bailly revitalizes Sofitel through strategic expansion

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Accor CEO Maud Bailly revitalizes Sofitel through strategic expansion

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Mimi Wright Social media manager | The Points Guy

By Sky Industry News

Jan 16, 2025

Maud Bailly, the CEO of Accor's high-end brands such as Sofitel, Sofitel Legend, MGallery, and Emblems, is entering her third year in this role. Her task has been challenging due to a corporate restructure at the French hotel giant over two years ago. Sofitel, a 60-year-old luxury brand, required revitalization similar to Chanel before Karl Lagerfeld.

Bailly inherited MGallery, a lesser-known collection competing with Marriott's Autograph Collection, and Emblems, which was only a concept without operational hotels. She previously served as Accor's CEO of Southern Europe and chief digital and commercial officer. Bailly aimed to rejuvenate these brands into prominent symbols of French hospitality globally.

In exclusive interviews with TPG at the International Luxury Travel Market conference in Cannes and via video chat, Bailly emphasized the importance of luxury experiences in hospitality: "People may lose some appetite for luxury goods, but they're never going to lose any appetite for luxury experiences."

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Sofitel operates about 120 hotels worldwide and plans to open 32 new ones in markets like Ireland, Vietnam, Portugal, India, and Mexico. Twelve deals were signed last year alone. Part of Bailly's strategy involves renovating existing hotels; 26% of Sofitel's network is currently under renovation.

The brand emphasizes its French heritage with features like greetings at entrances or menus curated by French chefs. The first U.S. Sofitel opened in 1975 with an extensive French wine collection.

Bailly highlighted Sofitel's unique identity: "There are so many brands, so why should you pick this one? Sofitel is clearly not pretending to be an eight-star hotel... It's French zest with heart."

Sofitel Legend is expanding with three new hotels planned for the Czech Republic, India, and Egypt near the pyramids of Giza. This represents a 50% growth for the six-hotel offshoot brand.

MGallery has 48 hotels in development and Emblems has seven slated for debut. The first MGallery hotel in the Caribbean will transform the former Beach Plaza Hotel on St. Maarten's French side.

Emblems was announced in late 2021 but still lacks an operational hotel; however, its first property is expected to open this year in Europe. More properties are planned or being negotiated for Italy, Greece, China, Vietnam, and North America.

Bailly stressed careful development: "There are so many brands that if you rush... you are just killing the brand." Comparing it to Ian Schrager and Marriott taking seven years to open their first Edition hotel after launching in 2008 suggests Accor is progressing well.

"It's a balance between rigor requested to make a difference," she said. "Open it the right way... might go the line in successful hotel and loyalty development."