ALL, Accor’s booking platform and loyalty programme, is expanding its offering in the entertainment sector by strengthening its partnerships with major theatres around the world and offering exclusive benefits to its members.
Strategic partnerships for an enriched experience
As part of its development strategy, ALL has strengthened its partnerships with iconic entertainment venues around the world.
Since 2019, music has been one of the top three areas of interest for ALL members, and the trend of ‘gig-tripping’, combining travel and concerts, continues to grow. According to a study carried out by ALL in 2024, 45% of frequent travellers have already organised a trip around a major music event, such as Taylor Swift’s Eras Tour.
In 2025, ALL has announced several key partnerships in different countries:
France: Accor Arena renewed for 5 years In France, ALL has renewed its naming contract with the Accor Arena, giving members access to exclusive offers, such as panoramic box seats and VIP seating. Innovative experiences, such as the ‘Shower Singer ALL Accor’ karaoke and the ‘Smart Room ALL Accor’ in the Accor Arena lobby, are also available to enhance the spectator experience.
United Kingdom: Partnership with the OVO Arena Wembley ALL is strengthening its presence in the UK with a new partnership with the OVO Arena Wembley. This partnership allows members to benefit from privileged access to areas such as ‘The ALL Accor Terrace’ with a view of the arena and a top-of-the-range catering service. ‘We look forward to welcoming ALL members to enjoy unforgettable experiences with their favourite artists,’ said Chris Bray, President of Legends and ASM Global Europe.
Australia: Extended offer at the Qudos Bank Arena In Australia, the partnership with the Qudos Bank Arena has been extended, offering VIP boxes and exclusive experiences. This partnership, renewed for three years, allows ALL members to benefit from quality gastronomic service and privileged access to major events in Sydney.
Brazil: Strategic partnerships in São Paulo In Brazil, ALL is strengthening its partnerships with Allianz Parque and Estádio do Morumbi in São Paulo. Members can enjoy privileged access to boxes for sports events and concerts, as well as additional services such as shuttles and VIP service.
Strengthening relations with members internationally
These new partnerships are part of ALL’s drive to strengthen its relationships with members internationally.
‘Gig-tripping represents new travel opportunities for music and sports fans who can access concerts and events as an ALL member.’ – Mehdi Hemici, Chief of Loyalty and E-Commerce Officer at Accor
With over 7,000 events worldwide, ALL continues to diversify its programme to offer unique experiences to its members that go beyond simple hotel stays.
