Accor Appoints Τwo Global Brand Presidents to Fortify Brand Leadership

Photo source: Accor

Accor, a global leader in the hospitality industry, recently announced the strategic appointments of two seasoned executives to helm its globally renowned Premium, Midscale & Economy (PM&E) brands.

Benoît Racle and Jean-Yves Minet are the new presidents, expected to bring their wide experience to create a new innovative future for Accor.

According to the company, 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.

“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,” said Karelle Lamouche, Chief Commercial Officer, Premium Midscale & Economy brands at Accor.

Benoît Racle appointed Global Brand President – Premium

Photo source: Accor

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, he will oversee the strategic direction and growth of the Group’s esteemed premium brands, ensuring an unparalleled guest experience through differentiation and excellence.

“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,” said Benoît Racle, Global Brand President – Premium at Accor.

Jean-Yves Minet appointed Global Brand President – Midscale & Economy

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.

“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.

Accor’s Premium, Midscale and Economy division, represents 90 percent of the Group’s hotels and resorts, encompassing more than 20 brands and over 5,000 hotels across 100+ countries.