PARIS — Accor is investing in the recovery of the industry and communities as the company begins the process of re-opening hotels that temporarily closed in response to the global pandemic.
With restrictions now easing across many destinations, and the number of re-opened hotels in the Accor network projected to climb steadily over the coming months, Accor is investing in the resurgence of the travel and service industries and economic recovery in the communities where it operates.
As part of this process, the company’s lifestyle-loyalty program, ALL (Accor Live Limitless), has introduced a new global campaign: Reignite the Love of Travel. The campaign is launching with a short film designed to reassure and create desire while uplifting its audience.
“During the lockdown periods everywhere, we’ve been surprised to see so many people on social media sharing their craving for travel with such uplifting humour and creativity. It was heart-warming for us to see they were missing us as much as we were missing them,” says Steven Taylor, Chief Marketing Officer, Accor. “The message of our campaign then came naturally as we invested to prepare for the immediate holiday season, as well as for longer-term bookings. Seeing the quick business recovery in China, we wanted to do our part to reassure our guests and to reignite the travel desire.”
Reignite the Love of Travel will launch with a social-media campaign inviting travellers to share their travel dreams and inspiration, which will be combined to create a second ALL montage-style inspirational travel film.
The company’s recently launched ALLSAFE cleanliness program, developed with the support of Bureau Veritas, will also assure and protect travellers as travel resumes.
“We’ve reacted to the crisis with a full-fledged marketing strategy, which first reassures our guests through the launch of ALLSAFE and that has established world-class cleanliness standards and protocols to ensure our guests are welcomed back in full safety,” explains Taylor. “Secondly, in these challenging times, we believe it’s part of our mission to inspire people with positivity, humour and encourage them to reignite their love of travel.”
The campaign will launch in key markets worldwide throughout the summer.