As we step into 2025, it’s the perfect time to round up and celebrate the remarkable brand campaigns launched this past year, testament to the dynamism of Accor’s unrivalled brand portfolio. From celebrating milestones such as ibis’s 50th anniversary to new campaigns for Raffles Hotels & Resorts, Sofitel, MGallery, we have launched campaigns that honor our heritage while boldly reimagining the future of hospitality, consistently bringing to life our brands’ unique visions and identities.
A Closer Look at some of our Recent Campaigns
Raffles Hotels & Resorts with “The Butler Did It”: Elegance and Enchanted Glamour
Raffles is a heritage brand continuing its legacy of luxury while delivering a modern guest experience. In 2024, Raffles unveiled “The Butler Did It,” a bold campaign celebrating the brand’s legendary Butler Service and its pivotal role in crafting memorable and inspiring guest experiences. Under the creative direction of Trey Laird, and shot by photographer Dylan Don, the images feature designer and actor Waris Ahluwalia, fashion icon Robert Rabensteiner, and model May Siu as quintessential Raffles guests while renowned model Tim Easton stars as the Butler. Rabensteiner also styled the campaign, which conveys a distinctive fashion-forward touch, and is set against the backdrop of Raffles Singapore, the brand’s flagship property known for its Butler Service since its opening in 1887.
With a vibrant aesthetic and sense of wit that is inherent to the Raffles brand, this bold campaign celebrates the hallmarks of the Raffles experience, including the ways our Butlers create magic at every turn. Omer Acar, CEO, Raffles Hotels & Resorts, Accor
From a brand that began almost 130 years ago in Singapore, Raffles continues to grow thoughtfully in notable destinations, expanding globally with recent debuts in London, Boston, Jaipur and Bahrain and upcoming highly anticipated openings in 2025 such as Raffles Sentosa Singapore and Raffles Jeddah.
ibis with “Go Get It”: 50 Years of Democratizing Travel
ibis, one of the best-known hotel brands in the world, celebrated five decades with its “Go get it” campaign, once again demonstrating the importance of travel for all, and celebrating the diverse reasons that inspire people to travel. The campaign explains how, since revolutionizing affordable travel in the 1970s, ibis has continually adapted to meet modern traveler’s needs, making each guest’s stay a launchpad for the things that matter and enabling guests to “Go get it”, a call to get out in the world, to see, meet and do.
ibis has remained a leader in the economy segment for 50 years because we know that guests get the most out of their travels when we put the most into their stays. Whatever the reason for their travel, wherever they are in the world, there’s an ibis to help guests Go get it. Jean-Yves Minet, Global Brand President, Midscale & Economy, Accor
Today, ibis, with its three distinctive brands – ibis, ibis Styles and ibis budget – is a leading global economy hotel brand, continuing to break new ground with a pipeline of over 320 hotels including openings in 2025 such as ibis Styles Tallinn in Estonia and ibis Arcoverde in Brazil, expanding its presence to new markets.
MGallery with “That’s my M Moment”: Memorable and Meaningful Moments
MGallery is more determined than ever to bring to life its iconic ‘M,’ synonymous with Memorable and Meaningful Moments, which are unique, exclusive experiences that each hotel creates to reflect its history and location, and the brand’s latest campaign launched in 2024 marks the renewal of the experience pillars of the boutique hotel collection. The campaign, that appeared in France, the UK, Australia and China as well as in more than 120 hotels around the globe, features five memorable moments – moments of poetry, shared moments, adventure moments, and indescribable moments – related to each hotel’s history and environment, appearing in the campaign – DongFengYun Hotel Mi’Le in China, Manly Hotel Pacific in Australia, Legacy Hotel Yen Tu in Vietnam, Municipal Hotel & Spa Liverpool in the United Kingdom, and Domaine de la Reine Margot in France. In December 2024, MGallery Collection was awarded the Grand Prize for its M Moment campaign in the Luxury Tourism Advertising Campaign category by Grand Prix Stratégies Luxe where it was recognized for its innovative approach to storytelling and leadership in redefining luxury experiences within the hospitality industry.
Being amazed by the beauty and magic of the Moment: that’s the spirit of MGallery. Catherine Cherabieh, Vice President Global Marketing, MGallery, Accor
Today, MGallery boasts more than 120 boutique hotels, after being established in 2008 and is set to expand its network by 30% by 2030, with over 40 projects currently in development around the world. Key 2025 openings include Green Coast Hotel – MGallery Collection in Albania, Hotel MontAzure Lakeside Phuket – MGallery Collection in Thailand, and Marival Armony Punta Mita – MGallery Collection in Mexico.
Sofitel with “The Encounter”: A Celebration of Gathering Ideas, People and Cultures
The first international luxury hotel brand originating from France, Sofitel which celebrated its 60th anniversary in 2024, honored its French roots and global impact with the launch of “The Encounter”. The cinematic campaign about the beauty of gathering ideas, people and cultures, is starring Gillian Anderson and Dali Benssalah, the brand’s two ambassadors, immortalized in the Sofitel Mexico City Reforma, an iconic hotel that unites past and present at the heart of a vibrant city with a rich culture. Two celebrities, two free minds, living the Sofitel experience differently, each at their own pace, guided by the same desire for freedom. This initiative beautifully conveys the brand’s values, highlighting Sofitel’s mission to bridge cultures and ideas, and celebrate committed luxury.
This video symbolizes Sofitel’s new positioning: a desire to create encounters between cultures, people and ideas – the very definition of Sofitel’s DNA. An invitation to discover the local culture, to open up to others, and to live the Sofitel experience to the fullest, while remaining true to one’s self at all times. Nicolas Gronier, Vice President Global Marketing, Sofitel, Accor
Today, Sofitel’s network includes more than 110 hotels in more than 45 countries and plans to open 30 hotels by 2027 such as Sofitel Guiyang Liebian in China.
ALL with “That’s ALL.com”: Booking the Perfect Holiday at the Best Price
ALL, as an all-in-one booking platform and loyalty program, is a pivotal component of Accor’s commitment to delivering choice, seamless, personalized experiences and exclusive privileges across its hospitality ecosystem. The program launched a global campaign, “That’s ALL.com”, to position itself as the obvious choice for travelers for booking their stays. By aligning with guests’ lifestyles and aspirations, ALL embodies a compelling value proposition: Best brands, Best destinations, Best price.
This campaign aimed to drive appeal, awareness and understanding of the ALL platform with a sharp message. From curating your friends’ trip to seamlessly blending work and leisure, ALL.com is the travel platform providing leading hotel brands at the best price. We saw a direct impact on our web direct results as an outcome. That’s ALL.com! Mehdi Hemici, Chief Loyalty & Ecommerce Officer, Accor
Today, ALL is the loyalty program most favored by travelers, and through the ALL.com website and app, clients can access a wide range of hotel brands, rewards, services and experiences.
Paris 2024 Olympic and Paralympic Games: Crafting Treasured Memories
Accor, a Premium Partner of the Paris 2024 Olympic and Paralympic Games, unveiled this past summer for the start of the event its campaign, directed by Vincent Lobelle (Iconoclast), illustrating the spirit of Accor brands and Heartists®, who will make their guests’ stay even more memorable, demonstrating not only Accor’s expertise, but also its sense of welcome. With the tagline “Crafting treasured memories”, in the campaign we follow Jean, a concierge who has an extraordinary adventure as he brings an ice cream to cheer a little girl up, or a waitress who demonstrates surprising dexterity to prevent a disaster, or again a receptionist who stops at nothing to return a camera to a guest…
The campaign aims to celebrate the spirit of the Paris 2024 Olympic and Paralympic Games and highlight the values of excellence, surpassing oneself and respect that Accor holds dear. It illustrates Accor’s sense of hospitality and its ability to offer exceptional experiences to its guests, while supporting events that inspire and unite people around the world. Stéphanie Dartevelle, VP Sponsoring Europe & North Africa, Accor
Always Going Above and Beyond
As our brands maintain their forward momentum, illustrated by these bold, innovative campaigns that celebrate the essence of each brand, we continuously strive to create memorable stays and meaningful connections while. while always meeting the evolving needs of travelers worldwide.
About Accor, a world-leading hospitality group
Accor is a world leading hospitality group offering experiences across more than 110 countries, with over 5,600 properties, 10,000 food & beverage venues, wellness facilities or flexible workspaces. The Group has one of the industry’s most diverse hospitality ecosystems, encompassing more than 45 hotel brands from luxury to economy, as well as Lifestyle with Ennismore. Accor is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity, and inclusivity. Founded in 1967, Accor SA is headquartered in France and publicly listed on Euronext Paris (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States. For more information, please visit group.accor.com or follow us on X, Facebook, LinkedIn, Instagram and TikTok.