Senior director

Benoit Racle brings more than 20 years of multi-lingual operational and executive marketing experience to his current position as global brand director for AC Hotels. As a key member of the Global Brand Management team, he leads the effort in defining the AC Hotels guest experience in a global environment. This experience spans from building brand preference for both customers and investors by focusing on pulling through internal operations through training programs and marketing platforms.
As part of his responsibilities, Benoit plays a key role in the continued development efforts to establish AC Hotels’ global brand strategy and signature programming for over 90 hotels around the world, with more than 120 properties to be open globally in the next 36 months.
Prior to joining Marriott International, Benoit worked in numerous international roles with Starwood Hotels & Resorts. Benoit was the driving force behind rejuvenating Starwood Hotels & Resorts brand, W, in Latin America as well as introducing the brand to Asia.
He understands the inner-workings of a hotel as he has opened five star properties, such as the Hotel Le Maitai Polynesia in French Polynesia and complex operations such as the Sheraton Krakow Hotel in Poland. He was also responsible for transforming an aging Food & Beverage operation at the Sheraton Casablanca Hotel & Tower in Morocco into a market leader.
Benoit has been a key asset in developing multiple award winning properties, including ‘World’s Best Hotels’ from Travel + Leisure in 2011 and 2013 and Conde Nast Traveler’s ‘Best of the World’ in 2013.
Fluent in several languages, he earned the Swiss equivalent to a Master’s degree at the Ecote Hoteliere de Lausanne in Lausanne, Switzerland and is certified as a Food & Beverage Executive from the Educational Institute of American Hotel & Lodging Association.