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Benoit Racle

Global Vice President
Benoit Racle
Benoit Racle has brought operational soundness and marketing sophistication to global consumer businesses for over 25 years, in an extraordinarily customer-centric industry – the hotel industry.
A French native, he is also fluent in English and Spanish in addition to practicing several other languages.

He currently holds the position of Global Vice President, Brand Management for the iconic W Hotels. In this role, he transforms all aspects of the Consumer Experience to reposition the brand amongst New Luxury and Gen Z customers, ensuring the actual experience consistently lives up to the marketing promise. His role also covers brand positioning, target consumer definition, design strategy, as well as portfolio and growth strategy.

Previously, Benoit came to the US to take over as brand leader of AC Hotels by Marriott. He oversaw AC’s signature brand strategy, expanding the business globally and successfully merging the Spanish company into the Marriott International portfolio.

Prior to joining Marriott International, Benoit honed his passion for leading in international roles working at Starwood Hotels & Resorts. He was the driving force behind positioning W Hotels in Asia and rejuvenating the brand in Latin America. He intimately understands people leadership, the inner-workings of a hotel, and the factors driving customer satisfaction, having opened and operated several five-star properties all over the world, in locations such as French Polynesia, Hong Kong, Mexico City, Poland and Morocco. He credits his many global opportunities with providing a deep understanding and awareness of cultural and customer diversity.

He earned the Swiss equivalent to a master’s degree at the Swiss Ecole Hôtelière de Lausanne, is certified as a Food & Beverage Executive from the Educational Institute of American Hotel & Lodging Association and earned several certifications in Consumers & People Analytics.

He is also a regular guest speaker or panelist at conferences and universities around the world, where he loves sharing his passion for excellence around branding, design, culture, innovation and leadership.