Accor has appointed Karelle Lamouche as its Chief Commercial Officer for Europe.

In this newly-created role, Karelle will lead Accor’s European commercial team, with responsibility for driving the business revenue strategy for the company and its partners across all European markets.

Reporting into Franck Gervais, CEO Accor Europe, Karelle will be responsible for the commercial strategy for the European business. Focused on leading the company's loyalty and customer experience, sales and distribution, marketing, revenue management and business analytics teams, Karelle will create a more holistic, integrated and customer-centred approach and deliver a consistent strategy for all Accor brands throughout Europe.

Central to the role will be the launch and delivery of ALL, Accor’s new loyalty programme which goes live late this year.

“Europe currently has a thriving hospitality market and I am proud of our role as an innovator and leading operator," says Karelle Lamouche. "Today we enjoy a period of growth and transformation, and we continue to challenge ourselves to become even stronger, increasing performance and commercial excellence.

"We are committed to our continued responsiveness, vision and dynamism as we build brands of choice, become the benchmark in delivering the best guest experience and ultimately deliver upon our business ambitions across the continent.”

Karelle has been with Accor since 2003, most recently as SVP for Sales & Marketing, Distribution and Revenue Management across all its brands in Northern Europe, which includes the UK, Benelux and Nordics. Prior to that she was SVP for Economy & Budget hotels in the UK, with overall responsibility for operations and marketing across the ibis family of brands - ibis, ibis Styles and ibis budget.