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Accor has announced the strategic appointments of two seasoned executives to helm its Premium, Midscale and Economy (PM&E) brands.
The hospitality giant said the “pivotal” global brand president roles underline the group’s commitment to fortifying its brand equity and enhancing its market position across its diverse 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 premium brands.
A segment of strategic focus for the group, Accor tripled Premium brand signings in 2023 compared with 2019. Pullman, Accor’s flagship premium brand with a heritage spanning over 150 years and has 155 hotels open across 42 countries, and 65 more are in the pipeline.
Swissôtel is also 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.
Racle said: “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 also been appointed global brand president – Midscale and Economy brands. Minet has over 25 years of executive and operational experience in brand building, from strategy to execution. In his new role he 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.
Minet said: “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.”
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.
