Accor recently launched a brand-new marketing campaign for the ALL Accor loyalty program, “Don’t be a Guest, be a Guest Star”. Starring French footballer player Kylian Mbappé, it highlights the Group’s conviction that every guest deserves VIP treatment. Unforgettable moments and tailored services elevate guest experience, while driving revenue for hotel owners.
With more than 100 million members, ALL Accor is much more than a loyalty program and online booking platform. It is at the beating heart of the Group’s powerful, fully integrated hospitality ecosystem across 5,600+ hotels in 110 countries.
As travelers increasingly seek emotional connection and experiential travel, ALL Accor contributes to surprising, delighting and pampering guests. To highlight the kind of personalized and authentic hospitality shaped through ALL Accor, the program recently launched a new marketing campaign. Starring football hero Kylian Mbappé, “Don’t be a Guest, be a Guest Star” conveys a powerful message: for Accor, every guest is a star and deserves attentive service and exceptional experiences. The multi-channel marketing strategy will span digital media, TV, social media, press events, and internal group activations in 6 key markets – France, UK, Germany, Australia, Brazil and China.
A Strong Partnership Driven by Shared Values
In recent years, Accor and Kylian Mbappé have collaborated closely on different sports-related charity projects and initiatives. Given the shared values of achieving excellence and his desire to share his experiences, he is the ideal face for this new campaign. As an international football ambassador who travels frequently, he understands the importance of a warm, genuine welcome and personalized attention.
This new campaign shows the extent to which Accor places relationships and care at the heart of experience—and the key role ALL Accor plays in offering authentic moments tailored to each guest. We have worked with Kylian Mbappé for several years now based on our shared vision: high standards, respect and the desire to do things to the best of our ability. Alix Boulnois, Chief Business, Digital & Tech Officer, Accor
Leveraging Loyalty, Boosting Business
By winning over guests, ALL Accor is a key lever for brand preference. Compared with non-members, members book twice as many stays per year, spend +10% more per night and are 3.5 times more likely to return to our hotels. Exclusive “money-can’t-buy” experiences deepen emotional bonds, while robust digital CRM and data-driven personalization enhance member engagement.
For hotel owners and partners, ALL Accor brings significant business value by driving hotel occupancy, generating incremental revenue and reducing distribution costs—as members book directly through our lowest cost channels. The proof is in the figures. ALL Accor contributes to 32% of hotel occupancy and generates 50 million paid nights. For hotel owners, the average return on investment generated by ALL Accor is 11x higher.
A Positive Vision for Hospitality Today—And Tomorrow
By offering every guest the kind of care and service for super stars, ALL Accor demonstrates the Group’s Purpose in action. Committed to pioneering the art of responsible hospitality, connecting cultures with heartfelt care, Accor has built a lifestyle loyalty program that connects travelers worldwide, while also supporting hotels in achieving sustainable growth. ALL Accor contributes to shaping the kind of responsible, authentic hospitality and heartfelt care at the very core of the Group’s vision.
About Accor, a world-leading hospitality group
Accor is a world-leading hospitality group offering stays and experiences across more than 110 countries with over 5,600 hotels and resorts, 10,000 bars & restaurants, wellness facilities and flexible workspaces. The Group has one of the industry’s most diverse hospitality ecosystems, encompassing around 45 hotel brands from luxury to economy, as well as Lifestyle with Ennismore. ALL, the booking platform and loyalty program embodies the Accor promise during and beyond the hotel stay and gives its members access to unique experiences. Accor is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity, and inclusivity. Accor’s mission is reflected in the Group’s purpose: Pioneering the art of responsible hospitality, connecting cultures, with heartfelt care. Founded in 1967, Accor SA is headquartered in France. Included in the CAC 40 index, the Group is publicly listed on the Euronext Paris Stock Exchange (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.
