Accor announce new brand organisation structure and reorganises operational teams

logoAccor have today announced a new brand-based organisation of its operations in Europe with the aim of anticipating trends in the hotel sector and strengthening its brands.

Accor pinpoint the reason for these changes as a hotel market that is facing major challenges today with greater segmentation and increasingly specific customer expectations which call for strongly positioned brands – with Accor defining these organisational changes as an opportunity to “reinvent the business model of its brands”.

This new organisation structure concerns Accor’s activities in 15 countries in Western and Central Europe across eight brands: Pullman, MGallery, Mercure, Novotel, Suite Novotel, Ibis, Ibis Styles and Ibis Budget, representing some 210,000 rooms and nearly 2,000 hotels.  At the head of each brand or group of brands is a Chief Operating Officer Europe, assisted by a support team reporting to him, dedicated to the brand and comprising expertise in key areas such as marketing, human resources, management control and technical standards. The geographical scope of this organisation structure is divided into four main regions: Northern Europe, Southern Europe, Central Europe and France, with a Brand SVP for each region.

“This organisation structure will enable us to develop first-rate specialists in each market segment and rely on teams that are entirely focused on their brands and have perfect knowledge of both their customers and their competitors”, explains Yann Caillère, President and Chief Operating Officer. “It is also essential to strengthen our relations with our partners and at the same time it will offer new development opportunities to our employees.”

Accor hope that the new organisation structure will deepen relationships exchanges between the nearly 400 franchised owners operating hotels in this region allowing them to be able to have dialogue with the dedicated teams, giving them easier access to the brand manager, and there will be greater opportunities for exchange of best practices between European franchisees.

In the framework of this new brand-based organisation of operations in Europe, the following appointments have been made:

  • Christophe Alaux, Chief Operating Officer, Mercure & MGallery Europe

Christophe Alaux is a graduate of the Institut d’Etudes Politiques in Paris and holds an advanced degree in Management. He began his career in 1990 at PSA Peugeot Citroën as labour relations manager in a production center. From 1994 to 1999, he carried out various missions for Accenture in the field of organization and performance improvement. He then joined Promodès, where he served as Vice President Organization and Human Resources for Continent before joining Carrefour France’s Executive Committee as Vice President Organization, Systems and Supply Chain. After a period as an operating executive at a Carrefour hypermarket, Christophe Alaux was appointed Regional Operating Officer of Carrefour in Shanghai and Zhejiang province in 2005. In 2007, he became Chief Operating Officer and member of the Executive Committee of Carrefour Taiwan. In 2008, Christophe Alaux joined Accor as Chief Operating Officer, Hotels France. He will keep this responsibility within the new organization.

  • Jean-Paul Philippon, Chief Operating Officer, Novotel & Suite Novotel Europe

Jean-Paul Philippon is a graduate of the Clermont Ferrand Hotel School and has a technical diploma in hotel management from the Tarbes Chamber of Commerce. He joined Accor in 1979 as General Manager Novotel Marseille Est before becoming Deputy Director Sofitel, Novotel, Mercure, Marseille region in 1983. He subsequently served as Regional Director Sofitel and later as Chief Operating Officer Sofitel Europe between 1987 and 1997. In 1998 he was appointed Regional Director, Sofitel, Novotel, Mercure and Northern Latin America and in 2002 became Managing Director of Ibis France. He has served as Chief Operating Officer, Hotels Southern Europe since 2007.

  • Christophe Vanswieten, Chief Operating Officer, Pullman Europe

Christophe Vanswieten is a graduate of the COOVI Hotel Management School in Brussels. He began his career in the Novotel Brussels Airport as F&B manager. He then managed various Novotel hotels in Belgium before being appointed Chief Operating Officer Accor Belgium. He became Chief Operating Officer BeNeLux in 2006. In July 2009, he became Chief Operating Officer, Accor Hotels Benelux, Switzerland and Scandinavia and Director of the All Seasons brand. In 2012, he was Chief Operating Officer BeNelux, Switzerland, United Kingdom and Ireland.

  • Peter Verhoeven, Chief Operating Officer, Ibis brands Europe

Peter Verhoeven holds an MBA from INSEAD and a Bachelor’s Degree from the Hotelschool The Hague. He began his career in operations with Golden Tulip International in Ghana and Gran Dorado in the Netherlands. After 10 years with Disneyland Paris in senior leadership roles in Operations, Marketing and Sales, he joined Avis in the United Kingdom as Director of Sales for Europe, Africa, Middle East and Asia. In 2007, Peter Verhoeven joined Accor as Managing Director, The Netherlands. He has served as Chief Operating Officer for Accor in Germany since 2009.

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One thought on “Accor announce new brand organisation structure and reorganises operational teams

  1. Let’s hope that for the Accor hotels that offer spas as part of their amenities, staff training is foremost on their to do list. Hotel decision makers must reassess their offerings to appeal to a more diverse spa savvy demographic. Training should include selling, which teaches customer engagement and ethnic skin which will help to build expertise across a wider band of skin types enabling greater marketing opportunities and revenue growth.

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