Accor has appointed Karelle Lamouche as CEO for Europe and North Africa within its Premium, Midscale & Economy division, a role in which she will oversee operations across a network of more than 3,000 hotels in over 40 countries. The region represents approximately 40% of the Group’s global portfolio and remains the world’s leading travel destination, adding strategic weight to her new mandate.

The appointment follows nearly 30 years of experience within Accor. Lamouche most recently served as Chief Operating Officer for Europe and North Africa, after previously holding the position of Chief Commercial Officer for the Group’s Premium, Midscale & Economy brands. Since joining Accor in 1998, she has progressed from hotel-level operational roles, including General Manager, to leadership positions at country and global levels across operations, marketing, communications, and commercial strategy.

Her extensive experience in managing complex hospitality environments positions her to address the region’s blend of mature markets and emerging destinations. In her new role, Lamouche will focus on operational optimisation, strengthening brand visibility and supporting growth across Accor’s largest regional footprint.

“This region is the number one tourist destination in the world, but it brings together a great diversity of markets, languages and cultures. Accor knows better than anyone how to thrive in such a complex context – we have the expertise, scale, brands, distribution network, systems and operational excellence needed to deliver results for our hotel partners and loyalty for our guests,” said Karelle Lamouche.

The Premium, Midscale & Economy division includes global brands such as Pullman, Mövenpick, Swissôtel, Novotel, Mercure, Handwritten Collection, TRIBE, ibis and greet.