ALL Accor unveils a new report on travel: more emotions, more meaning, more memories
ALL Accor, the Accor group's free Travel & Lifestyle Membership that brings together hotels, experiences and rewards, opens a new chapter with Stay for more, its new global brand platform and international campaign.
New Brand Initiative
- ALL Accor has unveiled "Stay for More", its new global brand platform and international campaign.
- The initiative aims to redefine travel as a source of meaningful experiences, emotions, and personal connections.
Global Research Findings
- ALL Accor commissioned an OpinionWay study of 7,019 travelers across seven markets.
- The research found that travelers increasingly seek:
- More freedom and flexibility
- Stronger emotional connections
- Quality time with loved ones
- Memorable experiences over packed itineraries
Why People Travel
- 43% prioritize spending quality time with loved ones.
- 42% define a successful trip by the meaningful memories it creates.
- 56% value experiences in nature and exceptional surroundings.
- 47% seek immersion in local culture.
- 46% look for unique and unusual experiences.
Four Key Travel Aspirations
More Peace of Mind
- Travelers want to relax and disconnect from everyday pressures.
- 34% seek a sense of calm during their trips.
More Connections
- Travel is increasingly viewed as a way to reconnect with family and friends.
- 35% travel to reunite with loved ones.
More Self-Discovery
- 28% travel to gain perspective and refocus.
- 18% travel to rediscover aspects of themselves.
More Extraordinary Experiences
- 46% say unusual experiences create the most unforgettable memories.
- 34% seek experiences they cannot have elsewhere.
Changing Expectations from Loyalty Programs
- 65% of travelers prefer brands offering loyalty benefits.
- Among travelers aged 25-35, this rises to 75%.
Travelers want:
- Recognition for loyalty (36%)
- Greater confidence and ease (31%)
- Exclusive experiences (25%)
- Unexpected surprises (20%)
About ALL Accor
- More than 120 million members worldwide.
- Access to over 45 hotel brands and 5,800+ hotels in 110+ countries.
- Features five membership tiers and more than 140 partners.
Global Campaign Rollout
- The "Stay for More" campaign has been developed by Saatchi & Saatchi (Publicis Groupe).
- Being rolled out across 20+ markets, including:
- France
- United Kingdom
- Australia
- Brazil
- Supported by digital marketing, social media activations, CRM initiatives, and exclusive member experiences.
Leadership Quote
- Mehdi Hemici, Chief Loyalty & E-Commerce Officer, Accor, said the platform is designed to help travelers experience "more of what truly matters," focusing on richer experiences, deeper emotions, and meaningful moments beyond the hotel stay.
