APPOINTMENT
Accor has appointed Leire Leoz as Chief Franchise Officer for its Premium, Midscale, and Economy division.
In her new role, Leoz will be responsible for optimizing franchise operations and driving strategic initiatives aimed at improving the performance and operational standards of Accor’s franchised hotels. Her responsibilities include enhancing internal processes and tools for franchise partners, strengthening relationships with hotel owners, supporting talent development, and promoting best practices across the franchise ecosystem. She will report to Jean-Jacques Morin, Group Deputy CEO of Accor, and will join the Executive Committee of the Premium, Midscale & Economy division.
Commenting on the appointment, Jean-Jacques Morin 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 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 joins Accor with significant experience in the global hospitality sector. Prior to this appointment, she served as Vice President, Owner & Partner Relations for EMEA at Marriott International, where she led a pan-regional team focused on developing long-term relationships with franchised and managed hotel owners. Earlier in her career, she held senior roles at Starwood Hotels & Resorts and InterContinental Hotels Group.
She began her professional journey 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 UK.
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