AccorHotels has confirmed the creation of a lifestyle division to be headed by Cédric Gobilliard.

The appointment will be effective from February 2017.

Gobilliard will report directly to Sébastien Bazin, chairman and chief executive of AccorHotels.

The new division will comprise the Jo & Joe, Mama Shelter and 25h Hotels brands,

“Increasingly, travellers appreciate unique brands with strong personalities that are both working environments for urban nomads and places to meet people and enjoy interesting experiences.

“AccorHotels is therefore expanding its offer in the Lifestyle segment, which is one of the sector’s most dynamic,” Bazin declared.

Gobilliard joined AccorHotels group in 2009 after ten years with Club Med where he was chief executive of North America.

At AccorHotels, he was successively responsible for internet activities, the launch of the Le Club AccorHotels card, global sales in France and Novotel and Mercure brand operations in the French provinces.

Gobilliard notably helped transform the guest experience in this segment, by rolling out digital tools.

For the last two years, Gobilliard has also successfully managed relations with the Mama Shelter teams.

With this proven track record, he will now be tasked with accelerating the deployment of these new lifestyle brands and promoting innovative, original and visionary offers within the group.