Accor, a world-leading hospitality group, today announced the appointment of Leire Leoz as Chief Franchise Officer for its Premium, Midscale, and Economy division, effective February 2nd. This strategic appointment underscores Accor's commitment to strengthening its franchise operations across its extensive network.
In her new role, Leoz will be instrumental in optimizing 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, developing talent, and 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,” said Jean-Jacques Morin. “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.”
Laurent Choain brings over three decades of international HR leadership experience to Accor. His extensive global experience and deep understanding of human capital development, organizational culture, and leadership will be invaluable. His career includes senior roles at prominent organizations such as Forvis Mazars, Groupe Caisse d'Epargne (now BPCE), and Kempinski Hotels & Resorts. He is also recognized for his expertise in designing and leading corporate universities and management education initiatives with global industry leaders.
Beyond his corporate achievements, he actively contributes to the broader management, HR, and cultural community through various governance and advisory roles, including board memberships at EFMD, Bologna Business School, the Peter Drucker Society of Europe, and the Festival de Ramatuelle. Academically, Laurent Choain holds a PhD in Management Sciences from Université Paris Panthéon Assas, alongside Master's degrees from Paris Panthéon Sorbonne and Neoma Business School.
In his new role, Laurent will be pivotal in shaping Accor's talent agenda, focusing on evolving the Group's unique culture, attracting top-tier professionals, and fostering continuous growth and development opportunities for all employees globally.
