Accor has named Karelle Lamouche in the newly created role of chief commercial officer for Europe.

She will lead Accor’s European commercial team with responsibility for driving the business revenue strategy for the company and its partners across all European markets.

A key role will be the launch of the French hotel company’s new ALL loyalty scheme which is due to go live by the end of the year.

Lamouche was previously sales and marketing senior vice president covering all brands in northern Europe, including the UK.

Prior to that to that she was senior vice president for economy and budget hotels in the UK, with responsibility the ibis family of brands – ibis, ibis Styles and ibis budget.

Accor Europe CEOFranck Gervais said: “In an increasingly complex and evolving market, it is vital that we continue to build on our strategic aims across the business to ensure we further strengthen our market-leading position and enhance the company’s comprehensive portfolio and partnerships.

“Karelle will develop the strategy for all of Europe, leading and implementing an innovative approach to identify new commercial opportunities and harness the existing brand, sales, revenue and customer channels.

“ALL represents a fantastic commercial and customer opportunity to transform the business and Karelle will be central to the strategic delivery of this launch in Europe.

“This is a key role for the business and the combination of Karelle’s entrepreneurial mindset, strategic vision and ability to collaborate effectively with groups from across the business makes her the perfect fit for such a critical position.”

Lamouche added: “Europe currently has a thriving hospitality market and I am proud of our role as an innovator and leading operator.

“Today we enjoy a period of growth and transformation, and we continue to challenge ourselves to become even stronger, increasing performance and commercial excellence.

“We are committed to our continued responsiveness, vision and dynamism as we build brands of choice, become the benchmark in delivering the best guest experience and ultimately deliver upon our business ambitions across the continent.”