When The Boss Means Business: CEO Maud Bailly Updates An Iconic French Brand

18.02.2024 - 15:27 / forbes.com / Art

Maud Bailly is at the top of her game. Following roles at the French national rail company (SNCF) and French Prime Minister Manuel Vall’s office as head of the economic and digital department responsible for economic, budget, fiscal, industrial and digital affairs, Bailly now leads several of Accor’s premium brands like Sofitel, MGallery and Emblems.

As a strong leader, she wants to be at the forefront of change, but never more so than with the six-decade-old Sofitel and newer Sofitel Legend brands. Under her leadership, the company has repositioned them into a higher tier of luxury in the hospitality sector and seeing great success. Her brands include more than 240 hotels in over 60 countries with plans for “robust development” in Europe as well as important markets for Accor like Mexico, Vietnam, Thailand, India, the Middle East and China.

She’s so serious about bringing Sofitel into the luxury ranks that Accor cut ties with nearly half of its Sofitel properties that were not meeting the rigorous standards the brand realignment demanded.

Accor has other luxury brands within its portfolio like Raffles, well-known around the world. But, she sees Sofitel and its subset of iconic Sofitel Legend properties as places “where exceptional moments happen.”

Bailly shares how Sofitel is evolving across its network of hotels and what travelers can expect when they check into Sofitel or its six (and growing) Sofitel Legend landmark hotels around the world.

Sofitel is the only global French hospitality brand and among the largest in the luxury hospitality industry with 123 hotels (approximately 31,000 rooms) in 49 countries. They range from urban historic centers to airport locations and romantic resorts. All need to have a unified approach to carry this brand going forward.

Sofitel differentiates itself with a specific positioning on “quiet luxury” and a very recognizable signature, “the French zest for life.” This French DNA is key to the brand: embracing life’s pleasures with an eye for style, art and design. Following the French philosopher Voltaire’s famous quote, “I’ve decided to be happy because it’s good for my health!,” so too does Sofitel.

The brand positioning is about bringing French lifestyle to the forefront whether that’s savoring a glass of Saint-Emilion, a crunchy baguette, a buttery croissant, or tasteful art and design. It’s the “French art of good living.”

Sofitel also focuses on having a unique service culture with a touch of French panache valuing the idea of emotional intelligence. This is what we call at Sofitel “cousu main.” They are these little bespoke attentions, unexpected gestures designed to give guests a certain smile and emotion.

The Sofitel promise also stands in the logo, the