“Be Real, Be Brave, Be Entrepreneurial”

An interview with François Leclerc, Brand COO of JO&JOE

Meeting François Leclerc feels like catching a wave of energy. As an entrepreneur, the Brand COO of JO&JOE speaks quickly, passionately, and always with a spark in his eye. His professional story — from Disney and retail to entrepreneurship and finally hospitality — perfectly reflects the restless creativity that defines Accor’s boldest lifestyle brand.

From retail to hospitality — A story of reinvention

“I’m a retail guy,” François begins with a grin. “I started my career at The Walt Disney Company, where I learned that storytelling and attention to detail can transform even the simplest experience into something unforgettable. Disney teaches you that nothing is random — every color, sound and smile matters.”

After several years in retail and brand partnerships, he founded I Was In, a lifestyle label celebrating travel and belonging. “The idea came from emotion,” he recalls. “When you say ‘I was in Paris’ or ‘I was in Rio,’ it’s not just geography — it’s about identity and memory. That spirit of connection is what I’ve carried into hospitality.”

Joining Accor marked another transformation. “Accor gave me a chance to bring an entrepreneurial mindset into a global company. I found that the group’s DNA is surprisingly similar to Disney’s — creative, emotional and guest-centered.”

The birth of a new concept: JO&JOE

JO&JOE was born in 2016 from an idea Accor’s “Shadow Comex” — a task force of young talents challenged to rethink the future of hospitality. “We wanted to design something between a bar, a restaurant, a hotel, a hostel, but feel like at home,” François explains. “A living place where people meet, share and experience life together.”

The dual name captures this dual spirit: “JO” represents the energetic, social adventurer; “JOE” the relaxed, easygoing soul. “You can be JO or JOE depending on your mood — that’s the point,” says François. “The same guest might book a private room one week and share a dorm the next. We adapt to how people really travel today.”

A living space, not just a hotel

At every JO&JOE, the bar is the heart of the house. “We are a bar, a restaurant, a stage — and yes, also a hotel,” he says. “About half of our F&B turnover comes from local guests, not travelers. That’s when you know you’ve created a genuine living space.”

Local artists decorate the walls, open mic nights bring the community together, and spontaneous events blur the line between locals and tourists. “We’re not a museum. We want people to interact, to laugh, to belong. Every JO&JOE has its own personality, but all share the same DNA: creativity, inclusivity, and a sense of play. Lifestyle is not Freestyle and we are seriously fun…” can be one of JO&JOE’s motto.

While the first generation experimented with movable furniture and pure hostel-style dorms, the concept has matured. “We are entrepreneur, learned a lot through trial and error,” François admits. “Today’s JO&JOE is more operationally efficient, but the spirit remains — we stay flexible, fun and unpretentious.”

The business behind the vibe

For owners, JO&JOE offers a business model that combines the cost efficiency of an economy hotel with the revenue potential of a social hub. “We can build a JO&JOE for roughly the same cost as an ibis,” François explains. “And while F&B margins are lower, it’s the cherry on the cake — it creates energy, attracts locals, and drives room demand. A vibrant bar means a full house.”

The numbers speak for themselves: in some of property in France, annual turnover reaches six million euros, with up to one-third from restaurants, bars and events. “People no longer buy rooms; they buy experiences,” he says. “That’s why we treat every property as a stage — with music, art and stories.”

Defining lifestyle

When asked what “lifestyle” really means, François doesn’t hesitate: “Authenticity. Being real. You can’t fake lifestyle with a playlist or a slogan. It’s about sincerity — about people who care and places that have soul.”

He smiles when recalling his team’s creative freedom: “We’re encouraged to test, learn and even fail. Our CEO, Sébastien Bazin, told us: ‘You’re small, be brave and agile — experiment.’ That’s the best kind of leadership.”

Hospitality as theatre

For François, hospitality is not a process — it’s a performance. “Every morning, the curtain rises again. Yesterday’s show doesn’t count. We start fresh, we hide the backstage mess, and we create magic for the next audience. That’s the beauty of our job.”

A defining hospitality moment

François recalls a deeply personal memory from his Disney days: celebrating his son’s birthday at the Disneyland Hotel…. almost 20 years ago! “Every character signed his notebook with his name in French — even Buz Lightyear wished him happy birthday. Since then he was calling him Buz LECLERC because of the French pronunciation (Buz l’éclair in French)  That moment made me realize what true hospitality is: making someone feel unique. That’s what we try to do every day at JO&JOE.”

A message to the next generation

His advice to young hoteliers is simple but powerful: “Be brave. Be positive. Be entrepreneurial. Don’t wait for someone else to innovate — do it yourself. The best ideas often come from trainees, not managers. Test, fail, learn and keep moving.”

He compares the industry to a stage that demands courage: “Hospitality means restarting the story every day. You can’t just repeat what worked yesterday. You have to be curious, flexible, and human.”

The future of JO&JOE

With only a dozen properties today, the brand is small but growing fast. New projects are underway in France, New Zealand or China — including a hybrid model called JO&JOE Evolves, inspired by Japanese capsule hotels. “We’re even working on an other version with in-room kitchens for students and families — proof that we can adapt to any market,” François reveals.

Authentic. Caring. Ambitious.

Asked to describe JO&JOE in three words, François doesn’t hesitate: “Authentic, caring, ambitious.” Then he adds with a grin: “And maybe a little crazy, but that’s exactly what makes it real. We’re not just opening hotels — we’re creating places where people come to live, laugh and connect. That’s hospitality to me.”

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