CEO Maud Bailly inside the newly renovated Sofitel New York.
Courtesy Sofitel
Consensus from the C-Suite of the largest hospitality companies, including Accor, Marriott, Hyatt, Four Seasons, Rosewood — many of whom I spoke with at the International Luxury Travel Market (ILTM) conference in December — is pretty clear: AI can’t replace the need for humans in hospitality, but it does present a “huge unlock” for travel planning and personalization in a highly personal business.
AI technology can help hoteliers and travel agents assemble detailed client profiles, enrich experiences, and deliver deeply customized recommendations, beyond simple booking tasks. But most hotel companies can’t demonstrate a clear return on investment from AI tools — at least not yet.
Which is why I sat down with Maud Bailly, the French executive who has not only found a way to generate a return using AI, but she’s improving sustainability practices at the same time. Since 2023, she has served as CEO of Sofitel, Sofitel Legend, MGallery & Emblems, four of Accor’s luxury-and-lifestyle brands.
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