ALL Accor transforms Blue Monday into Blue Welldays, bringing micro-doses of hollistic wellness into everyday life

ALL Accor, Accor's booking platform and loyalty programme, highlights the importance of well-being with the launch of Blue Welldays: a 360° campaign designed to inspire a more balanced approach to wellness.

Campaign Concept
- Launch Date: January 20, 2026
- Purpose: Transform Blue Monday (traditionally seen as the “most depressing day of the year”) into a moment of collective care and wellness.
- Theme: Wellness isn’t just about luxury escapes — it’s about micro-doses of holistic well-being woven into everyday life.

Key Elements
- Partnerships: Collaboration with Paris Saint-Germain players (Marquinhos, João Neves, Warren Zaïre-Emery, Khvicha Kvaratskhelia, Illia Zabarnyi) who share their personal wellness routines.

Immersive Content:
- FOOH (Fictional Out-of-Home) videos reimagining urban stress points (Paris subway, Times Square, King’s Cross Station) as calming blue wellness spaces.
- Social media activations on @ALL.Accor with giveaways of wellness routines.

Pop-Up “Blue Corner”:
- Location: Saint-Lazare Station, Paris (Jan 19–21, 2026).
- Free 20-minute sessions offering sensory meditation, Ayurvedic head massage, oxygen bar, and collagen-infused nutrition experiences.

Global Wellness Integration
- ALL Accor’s wellness vision spans 5,700+ hotels in 110 countries, across brands like Sofitel, Raffles, Novotel, and Rixos.
- Focus pillars: sleep, nutrition, movement, recovery, and mental health.
- Nearly 2,000 hotels already feature spas or fitness facilities.
- Examples:
-- Faena Hotel Miami Beach: energy treatments and shaman-led rituals.
-- Fairmont Taghazout Bay: surf retreats.
-- Swissôtel Sydney: guided run clubs.

Why It Matters
- Reframes “blue” from sadness into calm, breathing, and lightness.
- Positions Accor’s loyalty program ALL.com as not just about booking hotels, but about supporting everyday wellness journeys.
- Aligns with growing traveler demand for holistic, accessible well-being experiences.

✅ In short: Accor’s Blue Welldays campaign turns the gloom of Blue Monday into a celebration of wellness, blending immersive experiences, sports partnerships, and global hotel offerings to make well-being part of daily life.