VICTORIA, B.C. (Songhees, Xwsepsum and W̱SÁNEĆ territories), March 24, 2026 – Known for its award-winning workplace culture, Accent Inns Inc., which include and , are bolstering their Leading with Love philosophy with new executive firepower with the hiring of two new Vice Presidents.
Accent Inns and Hotel Zed has appointed Rachel Johns as Vice-President, Marketing, Sales and Revenue and Jeff Hope as Vice-President, Finance. Together, the appointments deepen executive capacity in two critical areas as Accent Inns and Hotel Zed continue to scale while staying true to the values that define their brands.
Building capacity for its next chapter, these new leaders will help Accent Inns and Hotel Zed grow while staying distinct, rebellious and guest focused. The appointments come at a pivotal moment for the business, with CEO Mandy Farmer also stepping into the role of Chair of Hotels Canada this year.
The Vice-President, Marketing, Sales and Revenue role is new to the organization and brings together three critical functions under one leader. The integrated structure is designed to strengthen alignment between brand, demand generation and revenue performance as the company scales. Rachel has held senior leadership roles at high-growth organizations including Booking.com, ThoughtExchange and Hootsuite.
As Vice-President, Finance, Jeff will oversee the financial integrity and long-term performance of Accent Inns Inc., supporting strategic decision-making across the organization. His experience across hotel finance, audit and enterprise risk with most major hotel brands will help strengthen the company’s financial discipline and equip teams with the insight needed to support sustainable growth.
“I believe that the most important factor to our organization’s success is having the right people on the team,” said Mandy Farmer, CEO of Accent Inns, Hotel Zed and ROAR. “Both Jeff and Rachel have deep hospitality roots, strong leadership chops and they’re experts in their fields. But I’m especially excited about welcoming them to our work Fam-Jam because their values align with ours, and they fit seamlessly into our culture.”