France-based hotel giant Accor has appointed Leire Leoz to the newly created role of chief franchise officer for its premium, midscale and economy division, according to a news release.
In her new role, effective Feb. 2, Leoz is tasked with optimizing Accor’s franchise strategy. She will report directly to Accor’s group deputy CEO, Jean-Jacques Morin, and will join the firm's executive committee of the premium, midscale and economy division.
Leoz’s responsibilities will encompass refining internal processes and tools to support franchisees; strengthening relationships with owners; developing talent; and advancing best business practices.
Prior to joining Accor, Leoz held leadership roles at a handful of major hospitality companies, including Marriott International for almost nine years, per LinkedIn. She most recently served as Marriott’s vice president of owner and partner relations for the Europe, Middle East and Africa region, where she managed a pan-regional team that oversaw building partnerships with franchised and managed owners, according to Accor.
Leoz also held stints at Starwood Hotels & Resorts and InterContinental Hotels Group. She started her career as an economist with the European Commission’s Directorate-General for Economic and Financial Affairs, per the release.
Her appointment comes as Accor focuses on “fostering robust growth across our Premium, Midscale, and Economy segments,” according to a statement from 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,” Morin said.
Accor operates more than 5,700 hotels across 110 countries with brands such as Swissôtel, Handwritten and Ibis in its premium, midscale and economy division, according to the company’s website.
In Q3 2025, Accor reported a 1.1% year-over-year revenue decline in the division. In its earnings report, Accor also said its board is now weighing an initial public offering of Ennismore. The two companies entered into a joint venture in 2021.
Accor appointed two global brand presidents in its premium, midscale and economy division in fall 2024.
Accor also recently appointed industry veteran Alexandra Withers as chief commercial officer of its Fairmont Hotels & Resorts and Raffles Hotels & Resorts brands, beginning Jan. 19.
