Accor appoints two Global Brand Presidents to fortify brand leadership

Accor, a global leader in the hospitality industry, has announced the appointments of two seasoned executives as Global Brand Presidents for its Premium, Midscale & Economy (PM&E) brands. The 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 has been appointed 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. In his new role, he will oversee the strategic direction and growth of the Accor's premium brands, ensuring an unparalleled guest experience through differentiation and excellence.

Racle, Global Brand President - Premium, Accor, stated, "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.” 

Jean-Yves Minet has been appointed Global Brand President for Accor’s Midscale and Economy brands. With over 25 years of executive and operational experience in brand building, from strategy to execution, Minet in his new role 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 travellers 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 travellers 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 travellers around the globe. I am committed to driving innovation and growth across these segments,” commented Minet, Global Brand President - Midscale & Economy, Accor.

These appointments underscore the group’s dedication to strengthening its brand presence globally, ensuring each brand continues to thrive, remains differentiated and outperforms industry benchmarks.

"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 and Economy brands, Accor. “With over 20 brands, our powerful and diverse 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."