Accor appoints two executives to helm its premium, midscale and economy brands. Benoît Racle is appointed global brand president-premium and Jean-Yves Minet is appointed global brand president-midscale and economy.
Racle joins Accor as the global brand president for Accor’s premium brands, including Pullman, Swissôtel, Mövenpick, Angsana & Peppers. Racle brings over two decades of experience in hospitality, brand management, global operations, marketing and commercial ventures. Racle has been with Starwood and W, leading brand transformation and driving commercial and operational success. In his new role, Racle will oversee the strategic direction and growth of the Group's esteemed premium brands, ensuring an unparalleled guest experience through differentiation and excellence. A segment of strategic focus for the group, Accor tripled premium brand signings in 2023 compared to 2019. Pullman, Accor’s flagship premium brand, has 155 hotels open across 42 countries, and 65 more are in the pipeline. Swissôtel is 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.
"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," Racle said in a statement. "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."
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 over 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. Minet 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 travelers worldwide.
"I am excited to join Accor at this pivotal time for our global brands," Minet 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."