Sofitel, 60 years of French hospitality

3 min reading time

Published on 18/04/24 - Updated on 18/04/24

Mad Bailly - Sofitel

For this diamond jubilee, the Accor group is relaunching one of its flagship brands, drawing on a rich history and promoting the French touch. Maud Bailly, CEO of Sofitel, MGallery & Emblems, spoke ahead of the campaign launch on 18 April at 8pm about the genesis of this new identity, which owes everything to the brand's roots.

"We're not in the ultra-luxury business, and that's a strength for us," says Maud Bailly, she points out. "Sofitel's locations speak volumes about the brand's historical power."

5 brand universes

  • Legends: for heritage properties
  • Urban
  • Resorts: a segment with a growing portfolio
  • Residences: in response to new ways of travelling as a tribe
  • Airports: a range undergoing renovation, with establishments performing very well

With a third of the brand's 4 million annual customers aged between 46 and 55, one of the challenges of this new brand identity is to rejuvenate the target audience while remaining consistent with its DNA.

"I'm convinced that a powerful luxury is a coherent luxury". says Maud Bailly.

The brand therefore relies on the following pillars to transform itself while remaining true to its roots.

  • French Zest: Soul Impact
  • Emotional intelligence, at the heart of training: Soul Impact
  • The logo around which the entire visual overhaul of the promotional campaign was built.
  • Cultural link: Social Impact
  • Committed luxury: Social Impact

10 CSR objectives have been defined, and staff bonuses are partly indexed to these objectives. To date, 42% of establishments under the Sofitel banner are eco-certified, with a target of 100% by the end of 2025.

Building a consistent offering around the world

This work involves ensuring the consistency of the offering. Of the 118 hotels worldwide with over 31,000 rooms, around twenty have been identified as detractors of the brand and in need of renovation. For 18 of the 20 establishments identified, the owners have already started or are planning to start renovations. 2 establishments will be withdrawn from the portfolio for the Chinese market. Exiting the Sofitel brand can also result in a change of brand within the group.

The same statistics apply to the other brand portfolio managed by Maud Bailly, MGallery. Although the brand is much younger, at just 16 years old, 20 of the 120 hotels worldwide have also been identified as detractors.

The power of a French brand

A logo that illustrates the link and connection, a central inspiration for the new brand campaign. Added to this is the French Zest that infuses all the brand's establishments around the world.

"We wrote this film one evening on a table corner, with the ambition of creating a campaign that revives the power of the logo. We wanted to illustrate the power of the cultural link". Explains Maud Bailly

A meeting illustrated by two muses. Watch the film from 8.00 pm.

In 2024, the Accor group will also be celebrating 50 years of the ibis brand and the opening of the 1,000th Mercure hotel worldwide. This is a heritage that continues to infuse Accor. The European number 1, while continuing to internationalise, is capitalising on the richness of its brands to differentiate itself in a lively competitive environment where its competitors in the world's top 10 are making no secret of their interest in the European market.



Hotel Group

  • Accor France
  • Offres d'emplois 34 currents job offers
For further

Every week, the HON team brings you an expert look at the world of hospitality. By becoming a member, you will have access to a complete ecosystem: exclusive content, jobs, etc.


Sign up to add topics in favorite. Sign up to add categories in favorite. Sign up to add content in favorite. Register for free to vote for the application.

Already signed up? Already signed up? Already signed up? Already registered?