James Wheatcroft
Login to view DISC.James is a senior commercial leader at Accor, responsible for the global brand management and guest experience for midscale and economy brands like Novotel, Mercure, and ibis. With over 20 years of experience, he focuses on brand transformation and creating data-led cultures. He holds an MA from Brunel University of London.
He is an active industry voice, serving as the Chair of the Marketing & Branding Advisory Board for HSMAI Europe. He is passionate about promoting industry best practices and fostering innovation, particularly around sustainability, talent development, and creating authentic, locally-inspired guest experiences across the hospitality sector.
Unique fact: His diverse background includes experience in the biotech, professional services, and FMCG sectors before he dedicated over a decade to hospitality.
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