Building a new vision for sustainable and inclusive hospitality

“What struck me when I joined B&B HOTELS was the entrepreneurial spirit. Not the kind that’s advertised, but the kind you actually feel. I immediately sensed the freedom to take initiative. It’s rare, in a group, to find that kind of space for people who want to make things happen.”

Coming from the energy sector, Sophie Donabedian found herself in a role perfectly aligned with today’s sustainability challenges.
“Our brand is built around essentiality in the guest experience, an approach we call ‘joyful simplicity’: simple, effective and responsible. Most importantly, we’re not afraid to acknowledge what’s still a work in progress. We’re open about what we do, even when it’s not all done yet. And above all, we bring the teams on board. That’s where real impact comes from: through listening and co-design. Our strength lies in constant test and learn. We listen, we experiment, we adapt, always aiming to reduce our footprint without compromising guest experience.”

The B&B HOME concept reflects this mindset perfectly.
“It’s a powerful space for experimentation. In Saint-Ouen, our teams trialled a new approach: replacing daily towel changes with higher-quality towels, maintaining comfort while informing guests, who strongly supported the initiative. What works locally can quickly scale across the network. And this local impact includes people. Through our partnership with Meet My Mama, we open our doors to women entrepreneurs, often from migrant backgrounds, who train in culinary entrepreneurship. It’s a tangible way of delivering on our commitment to more inclusive hospitality with a positive social impact.”

What drives Sophie is the desire to write a new story for tourism.
“We won’t change the world alone. But with 900 hotels, we have a responsibility: to prove that more sustainable, inclusive and joyful tourism is possible. Together, we’re writing that story, step by step.”