Accor, a global leader in the hospitality industry, proudly announces the strategic appointments of two seasoned executives to helm its globally renowned Premium, Midscale & Economy (PM&E) brands. These pivotal Global Brand President roles underline the Group’s commitment to fortifying its brand equity and enhancing its market position across its diverse and world-leading portfolio of brands.
Benoît Racle joins Accor as the Global Brand President for Accor’s Premium brands, bringing over two decades of experience in hospitality, brand management, global operations, marketing and commercial ventures. Racle honed his skills with Starwood and W, leading brand transformation and driving commercial and operational success. In his new role as Brand President, Racle will oversee the strategic direction and growth of the Group’s esteemed premium brands, ensuring an unparalleled guest experience through differentiation and excellence. A segment of strategic focus for the Group, Accor tripled Premium brand signings in 2023 compared to 2019. Pullman, Accor’s flagship premium brand with a heritage spanning over 150 years and a visionary mindset, has 155 hotels open across 42 countries, and 65 more are in the pipeline. Swissôtel is set to more than double, with around 35 existing hotels and 40 in development. Mövenpick, with over 120 hotels, has a substantial pipeline of 80 additional hotels underway.
“I am thrilled to join Accor at this incredible time to provide global leadership to our premium brands, which have long been synonymous with a rich heritage, pioneering spirits, and exceptional service. I look forward to elevating these brands to new heights and developing our portfolio in strategic markets alongside our visionary partners and dedicated hotel and regional teams. Creating new unforgettable experiences for our worldwide guests will undoubtedly strengthen our position as a global leader in the premium hospitality space,” said Benoît Racle, Global Brand President – Premium at Accor.
Jean-Yves Minet has been appointed Global Brand President for Accor’s Midscale & Economy brands. With over 25 years of executive and operational experience in brand building, from strategy to execution, Jean-Yves forged his career in the beauty industry, focusing on high growth opportunities across categories, distribution channels, consumers, and regions, with a deep expertise in emerging markets. In his new role as Brand President, Jean-Yves will focus on driving brand growth by leading the brand vision, positioning, and operating models of Accor’s economy and midscale brands, catering to a vast and varied audience of travelers worldwide.
“I am excited to join Accor at this pivotal time for our global brands. With 2,500 hotels around the world, ibis is celebrating 50 years of market leadership helping travelers around the world enjoy the experiences they want, with the launch of ‘Go get it’, a new global brand platform. This year Novotel is doubling down on its longstanding commitment to foster greater balance in people’s lives, including pledging to support the health of the ocean, the greatest source of planetary balance. Our economy and midscale brands are leaders in many markets and have tremendous potential to deliver exceptional value and comfort to travelers around the globe. I am committed to driving innovation and growth across these segments,” commented Jean-Yves Minet, Global Brand President – Midscale & Economy.
These strategic appointments underscore Accor’s dedication to strengthening its brand presence globally, ensuring each brand continues to thrive, remains differentiated and outperforms industry benchmarks. The leadership of Benoit Racle and Jean-Yves Minet will influence and drive strategic initiatives, enhancing guest satisfaction and loyalty across all market segments.
“Since the forging of Accor’s Premium, Midscale & Economy division, our industry leadership has been driven by operational excellence and a resolute focus on our world-renowned brands,” said Karelle Lamouche, Chief Commercial Officer, Premium Midscale & Economy brands at Accor. “With over 20 brands, our powerful and diverse PM&E portfolio includes some of the world’s best known and loved hotels, such as Pullman, Swissotel, Novotel, Mercure, and ibis. With Benoit and Jean-Yves at the helm of our powerful brands we will enhance our position as a global hospitality leader and steer our strong and diverse portfolio of brands into their next chapter of growth and innovation, delivering exceptional experiences to our guests and enhancing business performance for our partners worldwide. These appointments mark a pivotal moment in our journey, and together we will continue to transform and strengthen our business, ensuring we consistently surpass the evolving expectations of our guests, hotel teams, and partners across the globe.”
Accor’s Premium, Midscale and Economy division, represents 90% of the Group’s hotels and resorts, encompassing more than 20 brands and over 5,000 hotels across 100+ countries. Premium hospitality is a high growth segment where Accor is emerging as a global leader with powerful brands, including Pullman, Swissôtel, Mövenpick, and Grand Mercure. Accor is a global leader in the Midscale & Economy segment, with a diverse group of brands that are more relevant than ever among investors, and more popular than ever among travelers. These include Novotel, Mercure, Adagio, Handwritten Collection, TRIBE, ibis, and greet. In addition, Accor excels in market-leading niche and regional brands including Grand Mercure, Mantra, BreakFree, Art Series, The Sebel and Peppers and the extended stay Adagio and Living brands. The group consistently sets industry standards through its exceptional service and hospitality expertise.
The article Accor appoints two Global Brand Presidents to fortify brand leadership first appeared in TravelDailyNews International.
