France: European aparthotel brand Adagio has expanded its leadership team with the appointment of Virginie Barboux as senior vice president of customers and marketing.
Barboux will be responsible for managing Adagio’s communication, marketing, customer experience, CSR and design functions. This includes overseeing the digital guest journey and supporting renovations and new openings.
She joins from Best Western Hotels & Resorts where she spent seven years in charge of communication, digital and customer experience. In this capacity, Barboux was also a member of the executive committee for France and the Maghreb, as well as a member of the marketing functional team of the group internationally.
Prior to entering the hospitality industry, Barboux held roles within the personal insurance and wealth management markets. She kickstarted her career in retail.
Barboux said: “I am delighted to join Adagio at this important stage in its development. To work with the help of my teams and colleagues to promote and modernise the brand through an ambitious marketing approach, which is both responsible and innovative.”
Xavier Desaulles, CEO of Adagio, added: “I am delighted to welcome Virginie to accelerate our ‘Next Adagio’ plan supported by our two shareholders, Accor and Groupe Pierre & Vacances Center Parcs. With her team and the new Adagio management committee, I have every confidence in her ability to consolidate our position as leader in the aparthotel industry in Europe.”
