STAYSkift · 10h ago
Accor’s Leire Leoz on Why Franchise Growth Has to Be Earned
Executive Brief
The 30-second read
Accor is intensifying its global franchise model by prioritizing owner profitability and brand standards. Global chief franchise officer Leire Leoz asserts that sustainable growth depends on delivering tangible value to encourage repeat investment.
- 01Franchise expansion strategy hinges on demonstrating measurable performance and value to hotel owners
- 02Streamlined support systems aim to reduce operational complexity for global franchisees
- 03Stricter brand standards are being implemented to ensure consistency across the portfolio
- 04Retention efforts focus on incentivizing existing owners to reinvest in additional Accor properties
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Accor is betting heavily on its franchise model, and the Group’s global chief franchise officer, Leire Leoz, says growth only works if owners see real value. Her focus is on hotel performance, stronger brand standards, simpler support, and giving franchisees more reasons to stay and invest again.