Accor has appointed Leire Leoz chief franchise officer for its Premium, Midscale and Economy division, effective Feb. 2.
In her new role, Leoz will optimize Accor's franchise operations and strategy. She will report directly to Jean-Jacques Morin, group deputy CEO of Accor, and will join the Executive Committee of Premium, Midscale & Economy division.
Leoz's key responsibilities will encompass enhancing the success and operational excellence of Accor's franchised hotels through strategic initiatives. She will also focus on refining internal processes and tools to support franchise partners, strengthening relationships with owners and developing talent while advancing best business practices within the franchise ecosystem.
"As we continue to expand and enhance our franchise model, I am delighted to welcome Leire Leoz to our team," Morin said in a statement. "Her extensive experience and proven leadership in franchise operations and owner relations will be invaluable as we strengthen our partnerships, enhance our offerings, and drive accelerated success for our franchised hotels. Leire's strategic vision will be pivotal in optimizing our processes and fostering robust growth across our Premium, Midscale, and Economy segments."
Leoz has held senior leadership roles at several global hospitality companies. Before joining Accor, she was vice president, owner & partner relations for EMEA at Marriott International, where she led a pan-regional team focused on building partnerships with both franchised and managed owners. Her career also includes roles at Starwood Hotels & Resorts and InterContinental Hotels Group. Leoz began her career as an economist with the European Commission's Directorate-General for Economic and Financial Affairs. Originally from Pamplona, Spain, Leoz holds a master's degree in finance from the University of Bristol in the U.K.