[INTERVIEW] Sofitel CEO embraces sustainable luxury

Luxury hotels like Sofitel are moving away from plastic bottles, embracing eco-initiatives and diversity to set better examples. Sofitel CEO Maud Bailly shares her thoughts on sustainability, diversity and female leadership.

Maud Bailly, CEO of Sofitel, Sofitel Legend, MGallery and Emblems, talks to the Korea JoongAng Daily at Sofitel Ambassador Seoul in Songpa District, southern Seoul, on Thursday. [PARK SANG-MOON]

Brand-name amenity sets, cushy slippers and an endless supply of expensive bottled water used to earn luxury hotels their full five stars. A new watchword in the hospitality world today, however, is sustainability.

Amid sector leaders rolling out ESG initiatives left and right, Maud Bailly, CEO of Sofitel, Sofitel Legend, MGallery and Emblems, is stretching the scope of luxury hotels even further to embrace diversity, female empowerment and local communities.

In all of Sofitel Ambassador Seoul’s rooms — 403 hotel rooms including 59 suites, and 160 residences — shampoo, conditioner and body wash are now inside dispensers. The hotel is also working on installing water purifiers in every room to eliminate plastic water bottles. Bailly aims to have every single Sofitel and MGallery property eco-certified by the end of 2024. She is also dedicated to building internal networks that support talents of all genders, ages and ethnicities as a board member of Accor Heartists Solidarity Foundation. Sofitel, Sofitel Legend, MGallery and Emblems are French luxury hotel brands under the hospitality group Accor.

An employee from Sofitel Ambassador Seoul is participating in an internal female empowerment and diversity workshop Riisee, at the hotel in Songpa District, southern Seoul, on Nov. 2. [SOFITEL AMBASSADOR SEOUL HOTEL & SERVICED RESIDENCES]

“Our industry is very much perceived as predatory, as takers and not givers, but it's time the luxury hotels set better examples,” said Bailly, who was visiting Seoul’s branch of Sofitel — Sofitel Ambassador Seoul in southern Seoul — on Thursday for the first time since her appointment as the CEO in January. “Not only are we strongly committed, but also I think they will be the reasons why people choose our hotels.”

Bailly has a point. Virtuoso, a global travel advising firm, released a report last year that 80 percent of luxury travelers say they want to travel more responsibly, with 75 percent willing to pay more to do so.

Sofitel Ambassador Seoul's Residence's two-bedroom executive suite [SOFITEL AMBASSADOR SEOUL HOTEL & SERVICED RESIDENCES]

Having been with Accor as an executive community (exCom) member for seven years now, she previously worked as the Inspector of Finance for the French Ministry of Economy and Finance.

She was recently named one of Forbes France's 40 most influential women and appeared on the magazine’s cover.

Bailly oversees two five-star hotels in Korea — Sofitel Ambassador Seoul Hotel & Serviced Residences in Songpa District, southern Seoul, and Hotel Naru Seoul MGallery Ambassador in Mapo District, western Seoul — though more properties are in store, according to Bailly.

Sofitel Ambassador Seoul in Songpa District, southern Seoul, overlooking the Seokchon Lake [SOFITEL AMBASSADOR SEOUL HOTEL & SERVICED RESIDENCES]

“There are many development prospectives in Korea,” she said. “I have been meeting people to discuss possibilities of adding more Sofitel and MGallery properties, and even, Sofitel Legend or the Emblems hotels, which are the highest, most luxurious versions of our boutique collection, in Korea in the near future.”

After thoroughly inspecting the Sofitel Ambassador Seoul on Thursday, Bailly sat down with the Korea JoongAng Daily to share her vision for the new Accor properties and labels, as well as her views on female leadership and even some of her own life tips. This interview has been edited for clarity.

During the inspection, I heard you emphasize sustainability to the hotel staff here in Korea. What are some global-level sustainability initiatives within the Sofitel and MGallery brands?

We are committed to getting all our hotels eco-certified. Thirteen percent are currently eco-certified. The figure is expected to expand to 40 percent by the end of this year.

I believe that the hospitality luxury sector must lead the way to sustainability. We are working more and more on eco-generated buildings and a very strong CSR road map. We need to be exemplary, and getting all our MGallery and Sofitel hotels eco-certified by the end of 2024 is a very strong commitment. But I think people would choose our brands also for this reason.

What is your brand’s vision for luxury hospitality?

Sofitel has a lot of “French zest.” Representing everything French, from its luxury skill to the art of making croissants, it is essentially a promise of a high-quality stay.

At the same time, it embraces different cultures around the world. For instance, in Korea, we have elements throughout the hotel that pay tribute to Korean cultural aspects. This richness is very powerful in our identity. One of our core philosophies is that hotels don’t only welcome travelers but also local community members. For instance, if you go to a spa or have brunch on Sunday at the French buffet here at Sofitel Ambassador Seoul, you’ll see that it is full of Korean neighbors who love to enjoy our luxury hotel facilities.

Sofitel Ambassador Seoul's mascot Tigo, which combines French and Korean cultures in its name and design. [SOFITEL AMBASSADOR SEOUL HOTEL & SERVICED RESIDENCES]

What are the new industry expectations in the post-Covid era and how are your hotel brands embracing these trends?

The first massive trend is multigenerational traveling, meaning that people want to travel not only with their partners but also with their children, their parents, and their grandparents. This Sofitel Ambassador Seoul has 160 apartments and residences and they are very appreciated by these bigger groups. We are continuing to develop residences and villas all over the world.

The second trend is CSR. We are committed to following a very strong CSR road map, which includes reducing food waste, eliminating single-use plastic, getting eco-certified, promoting diversity and recycling energy. For instance, Sofitel Ambassador Seoul is equipped with solar panels on its rooftop.

The last trend is wellness, body and soul alignment and mindfulness. The idea these days is not only about looking better but rather feeling better. So we are currently developing a new holistic well-being concept around four pillars: beauty, sports, sleep and food and nutrition. This label is called The Purist and it is currently in pilot mode in Normandy, France. Offering personalized well-being programs for guests, like sleep advice and exercise consultations, The Purist label is a holistic approach to wellness. You can get a great facial but that doesn’t mean you will feel better inside. If it is successful, we plan to roll it out everywhere.

Any plans to increase properties in Korea?

There are many development leads in Korea so I am here to meet the teams and the owners to understand where we can have new Sofitel and MGallery hotels in the near future. We are also considering introducing the Sofitel Legend or the Emblems brands, which are the highest, most luxurious versions of our boutique collection, to Korea, possibly on the shore.

I see many opportunities in Korea to welcome luxury hotels. In 2023, with the end of Covid restrictions here, there was a new international flow of travelers in the country so it's an amazing business opportunity for the hospitality industry.

Front gates of Sofitel Ambassador Seoul Hotel & Serviced Residences in Songpa District, southern Seoul [SOFITEL AMBASSADOR SEOUL HOTEL & SERVICED RESIDENCES]

How do you and Accor promote diversity in the hospitality industry?

We have an internal diversity network dubbed “Riise” which is a workshop that promotes empowerment, diversity, and women in key senior positions.

We also believe in enabling talent in the hospitality industry. Women are sometimes the first ones to believe that they can’t do it.

We as leaders have the duty to give them a nudge. It is part of Accor’s values to believe in talent and allow each talent to reveal their full potential.

The general manager for Seoul Sofitel, who is also a woman, is working on programs to support her female staff with flexible hours, depending on their family obligations. When there is will there is a way and such changes should come from leadership.

I know that in Korea, balancing professional and personal lives can be especially tricky. But I believe we industry leaders have a duty to show this is possible.

Maud Bailly, CEO of Sofitel, Sofitel Legend, MGallery and Emblems, participates in the hotel brands' internal female empowerment and diversity workshop Riise, at Sofitel Ambassador Seoul in Songpa District, southern Seoul, on Nov. 2. [SOFITEL AMBASSADOR SEOUL]

What are your thoughts on the lack of female leadership and representation in your industry?

I like to view the issue as one about diversity instead of women. As a leader, I strongly believe that diversity of not just men and women, but also seniors and juniors and people of various cultural backgrounds, increases performance levels. It is very clear to me that the most diverse teams are the best-performing teams.

How do you balance your personal and professional life? Any tips?

It’s challenging for sure. I have two wonderful daughters, a 3-year-old and a 10-year-old. I cook, help them with homework and try to take care of them whenever I am in Paris with them. Family is my top priority at home. But then, the rest of the time, I am traveling and working.

I once asked them, “Would you like mommy to stop working?” and my older daughter told me, “You know, sometimes I miss you, but on the other hand, I’m also proud of you.”

But I hope women don’t think it's one or the other. It’s demanding but you can achieve both.

What is the new vision for the Sofitel brand for its 60th anniversary in 2024 and beyond?

Next year is going to be a huge year for Sofitel. Starting in January, we will launch a croissant-related promotion that will translate France’s haute couture into the art of croissants. Our pastry chef for the Asian region will make many different versions of croissants — plain, chocolate, cherry blossom and so on — to make sure that we celebrate the joy of French pastry in all its ways. In February, we are going to celebrate the art of sleep, also something France is known for.

Moreover, Sofitel celebrates French excellence but it also celebrates cultural bridges. I was at Sofitel Saigon to celebrate its 25th anniversary three weeks ago. Beyond that, we were also celebrating our friendship with Vietnam. And I think the 60th anniversary of Sofitel will be a beautiful occasion to celebrate the deep connection between each Sofitel and their local neighborhoods and cultures.

BY LEE JIAN [lee.jian@joongang.co.kr]