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Accor Strengthens Its Global Franchise Development Organisation

Alexandra Goguet joined Accor in October 2026 as Vice President, Global Franchise Growth, based in Paris.

Her appointment follows nearly eleven years at Marriott International, where she had served as Vice President Development, France & Benelux since March 2023.

In her new role, she will contribute to strengthening and accelerating the growth of Accor’s franchise network, working alongside the group’s development and strategy teams.

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She will work in particular with Leire Leoz, Andrew Kennedy, Arnaud Lemire, Emmanuelle Somey, Damien Flosi, Lisa Birrell, Matt Hughes and Gaëlle Jégou Fillon, identified among her colleagues within the organisation.

Her arrival comes in an area of strategic importance for international hotel groups: expanding their networks through franchise agreements, enabling them to increase their geographical presence while drawing on investment from independent owners and partners.

Nearly Eleven Years at Marriott International

Alexandra Goguet joined Marriott International in January 2016 as Director Development, France & Benelux.

She subsequently took on progressively broader responsibilities within the organisation:

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Her remit covered Marriott’s entire brand portfolio, including its luxury brands, across France, Benelux and French-speaking Switzerland.

She was involved in identifying hotel projects, new-build developments, property conversions and the rebranding of existing hotels.

She also oversaw negotiations for management and franchise agreements through to signing.

A Role in Expanding Moxy Across France and Benelux

Among the achievements highlighted in her career is the development of the Moxy Hotels lifestyle brand across the French and Benelux markets.

Alexandra Goguet notably contributed to the brand’s launch and establishment in these territories.

Her professional profile records 18 Moxy hotels opened and nine properties under development as part of this activity.

This experience enabled her to support the rollout of an international hotel brand among owners, investors and hotel operators in markets characterised by diverse property ownership structures and contractual arrangements.

She also managed two development directors responsible for France and Benelux.

Early Career in Hotel Investment at Honotel

Before joining Marriott, Alexandra Goguet developed expertise in hotel investment with Groupe Honotel.

Between October 2011 and December 2015, she served as Development Manager at Paris Honotel, the group’s dedicated investment entity.

Her responsibilities included identifying acquisition opportunities in France and Europe, conducting hotel valuations, negotiating transactions and managing acquisition due diligence.

During this period, she participated in the assessment of more than 200 hotels, incorporating market studies, business plans, capital expenditure programmes and financing plans.

In 2015, she also served as Financial Manager at Hôtel Investissement Capital, an investment management company associated with Honotel, where her responsibilities included fundraising, investor relations and identifying investment opportunities.

This combined experience in brand development and hotel investment represents an important element of her professional background.

From Strategy Consulting to International Hotel Development

Alexandra Goguet began her career in consulting, notably with Unilog Management and subsequently Eurogroup Consulting.

Between 2007 and 2011, she worked as Supervising Senior Consultant at Eurogroup Consulting, primarily serving clients in the tourism and transport sectors.

Her assignments covered management control, financial organisation, change management and project management.

She graduated from Université Paris Dauphine – PSL, where she completed a master’s degree in business administration specialising in management control, and also studied at Copenhagen Business School.

Franchising as a Strategic Growth Driver for Accor

Alexandra Goguet’s arrival within the Global Franchise Growth team comes as major hotel groups seek to expand their networks through contractual models that limit capital commitments.

Franchising is an important component of this strategy, allowing hotel groups to extend their brand distribution while relying on partner owners and operators.

For Accor, the priorities include the attractiveness of its brand portfolio, its ability to support franchisees and the conversion of independent hotels or properties already operating under competing brands.

Alexandra Goguet’s experience in franchise agreement negotiations, multi-brand development and understanding investor expectations aligns with these priorities.

LTH Analysis – Strengthening Accor’s Franchise Strategy

This appointment comes as Accor accelerates the transformation of its development model towards franchising.

As La Tribune de l’Hôtellerie explained in its analysis published on 14 September 2026, the group already operates more than 3,500 franchised hotels, representing 61% of its global network, with the ambition of increasing this proportion to 75% by 2030.

Alexandra Goguet therefore joins an organisation undergoing further reinforcement, which has also recently welcomed Andrew Kennedy as Vice President Global Franchise Growth, Premium, Midscale & Economy, an appointment covered by LTH on 4 November 2026.

Her arrival carries particular significance: Alexandra Goguet had previously featured in several LTH publications covering Marriott International’s development, notably during the group’s entry into Luxembourg in 2024 and the acceleration of its expansion in France.

Her move from Marriott to Accor also illustrates the competition between major hotel groups to attract experienced professionals specialising in contractual negotiations and owner relationships.