Accor has promoted Nicolas Martinez to senior vice president, development and strategy, Latin America and Spanish-speaking Caribbean, luxury and lifestyle. He will also join Accor’s global development committee as part of his expanded role.
In his new position, Martinez will define and execute growth and development strategy for Accor’s luxury portfolio and Ennismore’s lifestyle brands across Latin America and Spanish-speaking Caribbean markets. His responsibilities include negotiating and executing management and franchise agreements, overseeing conversion projects and guiding development opportunities across more than 20 brands, including Raffles, Fairmont and Sofitel.
He will also lead relationship management with existing owners while cultivating partnerships with new investors across the region. Additionally, Martinez will oversee regional feasibility and development teams and direct underwriting, negotiations and execution for new projects.
Martinez joined Accor in 2021. Previously, he served as director of development for Mexico at Hilton Hotels & Resorts and worked in strategic advisory and asset management for JLL Hotels & Hospitality. Earlier in his career, he held finance leadership roles with Hilton in Mexico and Puerto Rico.
“We are very pleased to expand Nicolas’ scope as we advance our development strategy throughout the region,” Edouard Schwob, SVP development, luxury Americas Accor and Raffles, Fairmont and Orient Express global, said in a statement. “His leadership qualities, expertise, regional relationships and strategic vision position him well to strengthen our partnerships and unlock new opportunities across Accor’s luxury and lifestyle portfolio in Latin America and the Caribbean.”