These appointments are part of Accor’s strategic effort to enhance its market position and drive growth across its diverse range of brands.
Benoît Racle as Global Brand President – Premium
Benoît Racle has been named Global Brand President for Accor’s Premium brands, which include Pullman, Swissôtel, Mövenpick, Angsana, and Peppers. Racle brings over two decades of experience in hospitality and brand management, having previously held key roles at Starwood and W Hotels. In his new position, Racle will oversee the strategic direction and expansion of Accor’s premium brand portfolio.
Accor has seen a significant increase in premium brand signings, with a notable threefold increase in 2023 compared to 2019. The Pullman brand, with a legacy of over 150 years, operates 155 hotels across 42 countries and has 65 more in development. Swissôtel is set to expand substantially, with plans to more than double its existing footprint of 35 hotels. Mövenpick, another key brand, currently boasts over 120 hotels with an additional 80 in the pipeline. Racle will be tasked with continuing this growth trajectory and ensuring these brands deliver exceptional guest experiences.
“I am excited to join Accor at this pivotal moment,” said Racle.
“Our premium brands are synonymous with rich heritage and exceptional service. My focus will be on elevating these brands and driving growth in strategic markets, creating memorable experiences for our global guests.”
Jean-Yves Minet as Global Brand President – Midscale & Economy
Jean-Yves Minet has been appointed Global Brand President for Accor’s Midscale and Economy brands, including Novotel, Mercure, TRIBE, Handwritten Collection, ibis, ibis Styles, ibis budget, and greet. With more than 25 years of experience in brand building and operational management, Minet’s background includes extensive work in the beauty industry, focusing on growth opportunities and emerging markets.
Minet will be responsible for leading the brand vision and positioning for Accor’s midscale and economy segments. The ibis brand, celebrating 50 years of market leadership, remains a cornerstone of Accor’s economy portfolio, with ongoing initiatives such as the ‘Go Get It’ global brand platform.
“I am thrilled to take on this role and contribute to the growth of our economy and midscale brands,” said Minet.
“These brands have a strong presence and significant potential to deliver value and comfort. I look forward to driving their success and enhancing their market impact.”
Strategic Focus on Brand Growth and Market Presence
The appointments of Racle and Minet underscore Accor’s commitment to strengthening its global brand presence. The Premium, Midscale, and Economy division represents 90% of Accor’s hotels, encompassing over 5,000 properties across more than 100 countries.
This diverse portfolio includes some of the world’s most recognised and popular brands, making Accor a key player in the global hospitality market.
Karelle Lamouche, Chief Commercial Officer of Accor’s PM&E division, commented, “With Benoît and Jean-Yves leading our premium and midscale/economy brands, we are well-positioned to enhance our global leadership. Their expertise will drive growth and ensure that our brands continue to meet and exceed the evolving expectations of our guests and partners.”
Accor’s strategic focus on expanding its brand portfolio and maintaining operational excellence reflects its ongoing commitment to delivering exceptional hospitality experiences and strengthening its position in the competitive global market.
