Lamouche to head Accor budget brands in UK

Karelle Lamouche has been appointed as senior vice president for economy and budget hotels at AccorHotels UK & Ireland.

She will have overall responsibility for operations and marketing across the ibis family of brands – ibis, ibis styles and ibis budget.

Lamouche has worked for AccorHotels since 2003, most recently as vice president of marketing, communication and CSR, where she was responsible for planning, development and implementation of the entire organisation’s marketing strategies, marketing communications, online marketing, public relations and
CSR activities, both externally and internally for AccorHotels brands across the UK & Ireland.

Thomas Dubaere, managing director AccorHotels UK&I said: “Over the past few years, ibis has disrupted the classic codes of the economy hotel segment and 2016 will see the brand continue its pioneering revolution in this segment.

“Karelle’s experience and skills will be instrumental in overseeing this process.

“We have ambitious expansion plans in the growing UK market, and our budget and economy hotels will be vital parts of this growth.”

The move comes at a time when AccorHotels seeks to accelerate strong organic franchise growth, with ibis Styles being one particular focus for this, and proactively acquire new portfolios on a franchise and management basis.

Lamouche commented: “I am very proud to lead ibis’s charge as the benchmark for economy hotels. The transformation of the brand with the Sweet Bed by ibis and vibrant public areas sets it apart from other players in the market.

“Alongside a talented team, I look forward welcoming our guests across the network.”