Accor has appointed Benoît Racle as its global brand president – premium and Jean-Yves Minet as its global brand president – midscale & economy.
“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 & 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.”
Racle brings more than two decades of experience in hospitality, brand management, global operations, marketing and commercial ventures to the company. He honed his skills with Starwood and W, leading brand transformation and driving commercial and operational success.
In his new role, he oversees 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 to 2019.
“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,” said Racle. “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.”
With more than 25 years of executive and operational experience in brand building, from strategy to execution, Minet 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, he focuses 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.
“I am excited to join Accor at this pivotal time for our global brands,” he said. “With 2,500 hotels around the world, ibis is celebrating 50 years of market leadership helping travelers 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 travelers around the globe. I am committed to driving innovation and growth across these segments.”