Accor’s Bailly Emphasizes Humble 'Frenchness' in Expansion of Sofitel Hotel Brand

BERLIN — Maud Bailly, CEO of Accor's Sofitel, Sofitel Legend, MGallery and Emblems brands, said being responsible for four luxury brands in the current era is a privilege as guests long for even more respite and experiences.

In an exclusive video interview with Hotel News Now at the International Hotel Investment Forum, Bailly said for Sofitel — Accor’s original brand — the joy is augmented by 2024 being its 60th anniversary.

Where a refresh is needed for hotels within that brand, it will be done with a big dash of “Frenchness” but also a big dash of humility, she said.

A brand that is 60 years old does come with a legacy, Bailly added.

“Today we have 120 Sofitels all around the world, out of which we know that 20 were in deep need for renovation. … This brand has a story to tell. It is a French zest. It is a little piece of France everywhere in the world. Not lecturing, not being arrogant, but combining the French art of what we know with local culture,” she said.

Bailly said her brands will be more active in India, which she called “the new China.”

“We have great new deals for Sofitel, but also for Sofitel Legend, heritage buildings, and for MGallery boutique hotels … [in a country] with a clear appetite for luxury,” she added.

For more of Bailly’s comments, including about her IT background and the pride and passion of Paris hosting the 2024 Summer Olympics, watch the video above.

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