Thomas Dubaere
Thomas Dubaere
COO Accor Northern Europe,
Bio

Thomas Dubaere has played a number of different key roles in the expansion of the Accor network including the development of the ibis family which revolutionised its budget offering into three strong brands; ibis budget, ibis and ibis Styles.

In 2017 he successfully integrated Fairmont properties, The Savoy and Fairmont St Andrews, into the UK network and expanded its upscale offering under the MGallery and Pullman brands. He launched a new global flagship for the Novotel brand, Novotel London Canary Wharf, within a UK network featuring over 32,000 rooms at over 230 managed and franchised hotels, doubling Accor’s network in ten years.

Dubaere has actively championed joint pillars of innovation and guest experience. In the past year, he transformed all ibis hotels and selected midscale properties, moving all hotel systems on to smartphones, removing reception desks and focussing 100% of staff time on enhancing guest experiences, also revolutionising the key skill base now required from employees to prioritise customer engagement. He has also led the creation and deployment of five new retail restaurant and cafe brands including Chill, Jamboree, Keepers and Bokan, opening 18 new restaurants and cafes in two years to deliver enhanced customer experiences in economy and midscale hotels, and enhanced revenue for hotels and partners. 

Dubaere began his career with Accor in Belgium at the Novotel Bruges Centre and held several General Manager Positions, before being appointed Delegate Director Economy Brands (ibis, Etap & F1) Belgium in 2004, and then Director of Operations Economy Brands Belgium and Luxembourg in 2005.

Thomas Dubaere is a graduate of the Brussels Hotel School and has a Masters Degree in Management from the University of Leuven. Dubaere lives with his family in London.

Speaking at The Annual Hotel Conference

Assessing the Unknown - Shaping The Hospitality New Normal

There is only one thing certain right now - 'Uncertainty' is the name of the game. Hospitality industry leaders will take stock, share their experiences and discuss what the new normal looks like.