AccorHotels has appointed Karelle Lamouche to the role of senior vice president for sales and marketing, distribution and revenue management at HotelServices UK & Ireland.

The role will also include taking responsibility for the loyalty programme – Le Club AccorHotels – as AccorHotels continues to increase its loyal customers. 

Lamouche has worked for AccorHotels since 2003, most recently as senior vice president for economy and budget hotels, with overall responsibility for operations and marketing across the ibis family of brands - ibis, ibis styles and ibis budget.

During her year in charge of these brands she has presided over ibis’ vision to be the benchmark in the economy segment and a leader in customer service, by completely transforming the guest and employee journey through mobile technology.

Prior to that she worked as vice president of marketing, communication and CSR, where she was responsible for the planning, development and implementation of the entire organisation’s marketing strategy and communications, public relations and CSR activities, both externally and internally for AccorHotels brands across the UK & Ireland.

Thomas Dubaere, managing director AccorHotels UK&I, said: “Karelle has done a fantastic job with the ibis brands over the past year and played a leading role in helping it become the benchmark brand in the economy sector and a leader in customer service.

“The time is now right to turn her talents to a broader role across all of our brands again, and I have every confidence that she will continue to be a great asset.”

AccorHotels operates in 95 countries, with accommodation in over 4,100 hotels, resorts and residences and over 3,000 of the finest private homes around the globe available.

Lamouche commented: “This is a great time to be leading the marketing, ecommerce and sale teams as we continue to strengthen our brands and lead in guest experience.

“We have a strong base of loyal customers through our programme Le Club AccorHotels.

“I look forward to growing this so that all our guests are rewarded and recognised at any AccorHotel across the portfolio.”