In the dynamic world of hospitality, Cybelle has carved out a niche as a strategic and visionary leader. As the Director of PR & Communications for Accor’s Premium, Midscale & Economy Division in the Middle East, Africa, and Türkiye, she commands the communications helm for over 230 operating hotels across 12 globally acclaimed brands. Her comprehensive role encompasses not just overseeing the vast communications strategy but also guiding the narrative for 90 upcoming properties spread across 23 countries.
With a career spanning over 15 years in the hospitality sector, Cybelle’s impact is both deep and broad. Her strategic prowess in communications has significantly enhanced Accor’s reputation in the MEA region, driving brand equity and securing positive media coverage. Her adept planning and execution have delivered a staggering audience reach of 80 million through various channels including development announcements, hotel and restaurant news, brand campaigns, and key environmental, social, and governance initiatives.
Cybelle is known for her modern approach to public relations, particularly in the realm of influencer relations. She has pioneered earned influencer marketing within the industry, consistently identifying and leveraging trends to position Accor’s hotels in the MEA region at the forefront of social conversations. Her innovative collaborations with high-profile influencers have not only resulted in billions of media impressions but have also driven significant digital engagement, boosting both awareness and conversions.
Her expertise particularly shines in the pre-opening phase of flagship properties, such as the recent Mövenpick Resort Al Marjan Island. Cybelle’s profound understanding of the hospitality landscape allows her to support regional teams effectively, guiding individual properties to refine their communication strategies and optimize their market positioning. Through her leadership, properties are narrated as top-tier destinations, ensuring they not only meet but exceed commercial targets with exceptional public relations value.
Beyond driving communications strategies, Cybelle is a thought leader, providing strategic counsel to C-suite executives and setting new standards for PR’s role in corporate reputation management. Her efforts have resulted in over a 15% improvement in brand sentiment across key markets. By aligning communications with business objectives, Cybelle has played a pivotal role in enhancing Accor’s reputation among stakeholders, developers, and the media.
Cybelle’s influence extends far beyond mere brand awareness. Her holistic and integrated communications strategies are a testament to her ability to turn public relations efforts into measurable business outcomes, driving sustained commercial success across the hospitality landscape. Her work not only narrates a story of brand elevation but also of strategic foresight and innovative leadership in connecting with audiences and stakeholders in meaningful ways.
