Yassine Hachem

Senior Vice President E-Commerce & Customer Engagement (Accor)

Yassine Hachem is the Senior Vice President of E-Commerce & Customer Engagement at Accor, where he leads global teams to drive double-digit growth in Web Direct revenues. With over 20 years of experience as an intrapreneur and digital leader, Yassine oversees a massive digital ecosystem reaching hundreds of millions of visitors and generating billions in sales. His career is defined by a commitment to large-scale transformation and the implementation of customer-centric distribution strategies. Currently, he is spearheading the integration of cutting-edge AI and MarTech innovations —partnering with giants such as Google, Meta, Microsoft, Amazon, and OpenAI —to redefine the omnichannel guest experience. At Accor, he is instrumental in establishing Direct Digital Channels as the preferred choice for both guests and hotels worldwide.