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Accor has appointed Leire Leoz as chief franchise officer for its Premium, Midscale, and Economy (PME) division, effective 2 February 2026.
The strategic hire is intended to centralise and optimise franchise operations across Accor’s most voluminous segments, following a period where the group has doubled down on an asset-light growth model.
Reporting directly to group deputy CEO Jean-Jacques Morin, Leoz will join the PME division’s executive committee.
Her mandate focuses on enhancing operational excellence across franchised sites, refining partner support tools, and strengthening relationships with hotel owners to drive fee-based growth.
Leoz joins the French hospitality giant with over two decades of experience in owner relations and franchise management.
She most recently served as vice president of owner and partner relations for EMEA at Marriott International, where she spent nearly nine years leading a pan-regional team.
Her career also includes senior leadership stints at Starwood Hotels and Resorts and InterContinental Hotels Group (IHG), having begun her professional life as an economist for the European Commission.
The appointment comes as Accor oversees a global portfolio of over 5,700 hotels and a development pipeline exceeding 250,000 rooms, with franchising serving as a primary lever for expansion in emerging markets.
Jean-Jacques Morin, Group deputy CEO of Accor, said: “As we continue to expand and enhance our franchise model, I am delighted to welcome Leire Leoz to our team. Her extensive experience and proven leadership in franchise operations and owner relations will be invaluable.
“Leire’s strategic vision will be pivotal in optimising our processes and fostering robust growth across our Premium, Midscale, and Economy segments.”
