Accor Hires Alexandra Goguet for Franchise Growth
Alexandra Goguet, a former Marriott development executive, joins Accor as Vice President, Global Franchise Growth.
Updated on Nov. 9, 2026 in Hotels
Accor has appointed Alexandra Goguet as Vice President, Global Franchise Growth, a role she has held for about a month. She previously spent eleven years at Marriott International, most recently as Vice President Development France & Benelux.
Why it matters
The hire supports Accor's goal of raising its franchised network share to 75% by 2030, up from 61% today. Her role places her within the global franchise team led by Leire Leoz, appointed Managing Director, Franchise, in February 2026.
Accor's network is currently 61% franchised, and the group targets 75% franchised share by 2030. Goguet's eleven years at Marriott International and her France and Benelux development role are part of her stated background, though the stub does not specify her exact Accor responsibilities beyond the title.
The players
Accor
Accor is a French multinational hospitality group that operates a broad portfolio of hotel brands across multiple market segments worldwide.
Marriott International
Marriott International is a major American hotel company that operates and franchises a large portfolio of lodging brands globally.
Leire Leoz
Leire Leoz is a hospitality executive who was appointed Managing Director, Franchise, for the Premium, Midscale and Economy division at Accor.
Alexandra Goguet
Alexandra Goguet is a hotel development executive who graduated from Université Paris Dauphine and previously spent eleven years at Marriott International.
The details
Alexandra Goguet announced her new role on LinkedIn. She joins the group's global franchise team, which is led by Leire Leoz, and brings experience from Marriott International, where she led development for France and Benelux and began that work in 2016.
Timeline
2016: Goguet begins leading Marriott development for France and Benelux.
2023: Goguet becomes Marriott Vice President Development France & Benelux.
February 2026: Leire Leoz is appointed Managing Director, Franchise.
About one month before the announcement: Goguet takes up her Accor role.
2030: Accor's target year for a 75% franchised network.
Franchise Strategy
The appointment ties directly to Accor's published goal of lifting its franchised network from 61% to 75% by 2030. Hotel groups have increasingly relied on franchising to expand footprint with less capital, and this hire adds a leader with Marriott development experience to pursue that target.
For travelers, Accor's push toward a larger franchised network may change who operates the hotels they book, since franchised properties are run by independent owners under Accor brands. The stub does not indicate any change to booking, pricing or availability for guests.
The takeaway
Travelers booking under Accor brands should note that a growing share of properties will be independently owned and franchised. Checking the operator and brand details before booking can clarify who runs the property.
Further reading
For more on how hotel groups are structuring their lodging portfolios, explore Hotels coverage.
Source note: This article includes information reported by Hospitality ON.
