Accor Strengthens Global Brand Leadership with Key Appointments for Premium, Midscale & Economy Divisions

New Brand Presidents join the Group reinforcing its Premium, Midscale & Economy Brand Strategy

(IN SHORT) Accor has appointed two new Global Brand Presidents to strengthen its Premium, Midscale, and Economy brand divisions. Benoît Racle will lead Accor’s Premium brands, including Pullman, Swissôtel, and Mövenpick, while Jean-Yves Minet will oversee Midscale & Economy brands, such as Novotel, Mercure, and ibis. These appointments are aimed at driving brand growth, enhancing guest experiences, and reinforcing Accor’s global leadership in hospitality across over 5,000 hotels worldwide.

(PRESS RELEASE) Paris, France, 2024-Sep-4 — /Travel PR News/ — Accor has made two significant leadership appointments to strengthen its global brand presence and drive growth across its Premium, Midscale, and Economy segments. Benoît Racle has been named Global Brand President for Accor’s Premium brands, including Pullman, Swissôtel, Mövenpick, and Peppers, bringing over two decades of experience in global operations and brand management. Meanwhile, Jean-Yves Minet has been appointed Global Brand President for Midscale & Economy brands, overseeing renowned names such as Novotel, Mercure, ibis, and TRIBE.

Racle will focus on elevating Accor’s Premium brands, which saw a significant increase in signings in 2023, while Minet will lead innovation and growth for the Group’s Midscale & Economy brands, catering to a diverse global audience. These appointments reflect Accor’s strategic commitment to maintaining brand leadership and delivering exceptional guest experiences in over 5,000 hotels across 100+ countries.

Accor’s new leadership team will further enhance its industry standing by steering the Group’s brands through their next phase of growth and innovation, ensuring exceptional service, guest satisfaction, and business performance.

Benoît Racle appointed Global Brand President – Premium
[including Pullman, Swissôtel, Mövenpick, Angsana & Peppers]

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 appointed Global Brand President – Midscale & Economy
[including Novotel, Mercure, TRIBE, Handwritten Collection, ibis, ibis Styles, ibis budget and greet]

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.

ABOUT ACCOR

Accor is a world leading hospitality group offering experiences across more than 110 countries, with 5,700 properties, 10,000 food & beverage venues, wellness facilities and flexible workspaces. The Group has one of the industry’s most diverse hospitality ecosystems, encompassing more than 45 hotel brands from luxury to economy, as well as lifestyle with Ennismore. Accor is committed to taking positive action in terms of business ethics & integrity, responsible tourism, sustainable development, community outreach, and diversity & inclusion.  Founded in 1967, Accor SA is headquartered in France and publicly listed on Euronext Paris (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States. For more information, please visit group.accor.com or follow us on X, Facebook, LinkedIn, Instagram and TikTok.

Media Contact:

Caroline Ponomarenko
Global PR & Communications Director – PM&E Brands
Caroline.PONOMARENKO@accor.com

Source: Accor

###

Subscribe to Notifications