
Women in Luxury: Maud Bailly, CEO of Emblems Collection
We sit down with one of the most powerful women in hospitality to discuss non-linear career paths and believing in yourself
Peruse Maud Bailly’s CV and you will, no doubt, be seriously impressed. Born in France, her most notable jobs include working for the General Inspectorate of Finance, becoming director of Paris Montparnasse train station, serving under former French Prime Minister Manuel Vall’s as head of the economic and digital department and, as of 2023, being the CEO of Accor’s Sofitel, MGallery and Emblems Collection.
It is an enviable career – and one that has cemented Bailly’s reputation as one of the most powerful women in hospitality, overseeing hundreds of hotels and even more employees. But, as Bailly explains, she was once the green-eyed one. “I envied people who had always known they were going to be lawyers or dentists,” she says. “I do think people have a new perspective on non-linear paths, and are starting to acknowledge that the most beautiful careers are not necessarily straight lines.”
Originally established in 2021, Emblems Collection is the most luxurious offering Bailly looks after and relaunched with the UK’s Lucknam Park as its flagship hotel in November 2025. In fact, 2026 is set to be a big year for Bailly and her team as they gear up to launch Rimrock Banff in the Canadian Rockies this summer, alongside Palazzo Sozzini Malavolti in Siena, Masseria Furnirussi in Puglia and La Citadelle in Brittany, France, in the next 12 months. She adds: “Emblems Collection is undoubtedly one of the most rewarding professional experiences I have had so far.”

Add to that a further 240 hotels operated by Sofitel and MGallery across 40 countries on six continents and it’s safe to say Bailly’s workload is no mean feat. Here, we sit down to discuss learning from experience the importance of family time, and the biggest hurdles facing women in the workplace.
I wanted to be a doctor, more precisely a hand surgeon.
Not at all, and I struggled with it for a long time. But I’ve also been lucky enough to make every career choice based not only on my head, but also on my gut and my heart. My choices were also based on meaningful encounters – finding people I truly wanted to work for. And then I realised the magic of alignment, with yourself, with your passion, with your values. I finally even made a leadership concept of this journey: ‘Alignment over Linearity’.
One of my main challenges has been the learning curve, and undoubtedly the period of adaptation to gain legitimacy, attached to each new position in a new environment. Managing a train station has nothing to do with a World Bank mission or the digital transformation of Accor, but you learn so much that it’s totally worth it!
It’s a very structured tornado that starts at 8am and ends when, if I’m in France, I take care of dinner, homework, and cuddles with my two daughters.
The best part is everything I experience with my teams: the shared ambition, the purpose, the common achievements, the pride, the laughter, the long-awaited openings, the exciting signings, the new brand partnerships, the contagious energy of the field, and the invincible strength of an unstoppable team spirit. Witnessing the rebirth of our luxury brands – Sofitel, Sofitel Legend and MGallery – and launching a new high end luxury brand from scratch.
And the worst part is the jet lag!
One of my career highlights happened very recently. I held a cross-assessment meeting for talent with my executive committee; each member was meant to evaluate the performance of his/her peers’ team members. My executive committee is very diverse, with members who have very different backgrounds and perspectives, which enriches our analysis but can also sometimes lead to friction. I have always worked to protect this diversity, which is a true source of collective intelligence, while also ensuring that my teams build closer relationships, appreciate one another, and support each other.
After four years working together, I was truly impressed by their ability to act as one team: they listened, advised each other as if they were assessing their own direct teams, and really cared about each other’s talent. The exercise wasn’t easy, and yet I’ve rarely seen such collective intelligence. I left that meeting convinced that my brands were in very good hands – and would remain so for a long time to come.


Rimrock Banff, Emblems Collection
Obviously, Covid was very violent because it was almost the clinical death of an industry that needed open borders, business travel, and people who weren’t afraid to travel. But I also learned a lot, which I never want to forget for the rest of my career: nothing beats flat, responsive organisations; decision-making circuits need to be shortened; and empowerment of the field is the key to every success. I even kept some good practices, such as video calls organised with all my general managers every four to six weeks, which I keep doing at the worldwide scale even though I now have the chance to travel again.
Before Covid, when I was Accor Chief Digital Officer, another key learning happened when I had to interface two IT platforms and failed; I understood that technological resistance is nothing compared to cultural one. And that any resistance to a merger reveals a cultural barrier far more than a technological hurdle. From this, I learned a key lesson: everything starts and ends with culture.
I can’t completely disconnect when I’m on holiday. When you lead a global operation with 250 hotels all around the world, and a huge time difference, anything can happen at any moment. I do check my emails and phones every day, out of respect for my operational teams. However, I have no problem switching off when I have time with my daughters, my husband and my family. I fall asleep very easily, and I sleep very well almost anywhere – I guess this is my secret power!
Spend time with my family and closest friends. Read, laugh, listen to music. I love going to Brittany: no makeup, no dressing up, eating crêpes, walking for hours by the sea – just being in my house and admiring all the beauty around.
My mother, who was a literature professor, taught me the value of effort and genuine care for people.
I believe a truly good manager must lead by example. A leader must first apply to themselves the values and behaviours they expect from others. They must be courageous, meaning never throwing their team under the bus. I strongly believe in the ‘coach leader’ – someone who strives not so much to serve himself but to nurture and reveal the full potential of his team.
Finally, my last conviction is that a true leader is the guardian of real psychological safety – and that’s how you get the extra mile from your talent. Without forgetting to have a bit of fun, not taking yourself too seriously, striving for excellence but remaining very modest, and laughing at work, because life is so precious and short.
Women’s representation has undeniably improved in the hospitality industry, with more women in business leadership roles – not just in support functions. But I remain frustrated by the numbers of women in the luxury segment, where for instance the percentage of female general managers is half that of other segments and where resistance is still very much a reality. I am a firm believer in diversity for the sake of leadership: the most diverse teams – embracing men and women, junior and senior profiles, talents from different sociocultural backgrounds – are always the most successful.


Palazzo Sozzini Malavolti in Siena which is slated to open in 2027
I hope to see more women leading operational entities, especially in the luxury segment, and I hope to see more women appointed as CEOs in our industry. Take a look at most of the roundtable discussions of our luxury hospitality conferences: it’s still a man’s world!
Our perception of time has massively changed: we’ve come to realise that in the digital era, our ability to adapt quickly has become critical to keep pace, which is even more true with AI. We’ve learned to work faster, with a greater focus on testing, and in a far more agile, learning-oriented way.
Without a doubt, the biggest hurdles remain to me our unconscious biases – in the way we analyse and judge women’s behaviours, their qualities, their temperament, and their performance. I still witness different reactions depending on whether a woman or a man is assessed, and this remains a matter of utmost vigilance for me. We will make real progress toward diversity once we have raised awareness of these biases and succeeded in eliminating them.
Don’t be afraid. Don’t doubt yourself too much, and don’t listen to your fears. After all, everyone else is already taken, and the best way is probably just to try to be yourself.
Choose alignment – with what you love and with your values, because it will be by far the greatest source of energy and lasting performance.
Visit emblemscollection.com
Read more: Women in Luxury: Philippa Thorp, interior designer






