ALL Accor Launches "Stay for More" Campaign Focusing on Deeper Travel Experiences

ALL Accor, the Accor group’s free Travel & Lifestyle Membership, has unveiled a new brand platform and international campaign called "Stay for More." This initiative is based on insights from an OpinionWay study that surveyed 7,019 travelers across seven markets. The study, conducted in collaboration with NellyRodi, an international foresight and brand strategy agency, aims to understand the emotions and aspirations that shape travelers' choices.

According to the research, travelers today are seeking more than just the journey itself. The desire to travel is primarily driven by the need to unwind after an intense period at work, with 43% of respondents citing this as their primary motivation. Additionally, 20% of travelers view travel as a way to mark the beginning of a new chapter, while 32% report experiencing stress or fatigue, and 44% seek a sense of freedom from the demands of everyday life.

The study reveals that a successful trip is defined by experiences that evoke strong emotions and create lasting memories. Specifically, 56% of travelers prioritize an experience in nature surrounded by exceptional scenery, 47% value an immersion in local culture, 46% seek unusual experiences, and 42% cherish trips that allow them to create meaningful memories with their loved ones. These experiences often break away from the ordinary, offering moments that could never be recreated.

Travel, in this evolving landscape, is not just about reaching a destination but about the emotions and connections it fosters. 34% of respondents seek a sense of calm, while 25% want to enjoy their time away without having to plan everything themselves. The importance of spending quality time with loved ones is highlighted, with 43% prioritizing this as a travel priority, 35% traveling to reunite with family and friends, and 26% valuing the happiness of those closest to them.

The research also identifies four key aspirations that travelers have when embarking on a journey. These include finding more peace of mind, making more connections, experiencing more extraordinary moments, and gaining more affirmation. Travelers are increasingly seeking a pause from the usual pace of life, with 28% wanting to experience something rare, 34% seeking out unique experiences, and 46% identifying the unusual as a key ingredient in unforgettable memories.

Loyalty programs are already influencing booking decisions, with 65% of respondents favoring brands that allow them to earn points or benefits. Among 25- to 35-year-olds, this figure rises to 75%. However, the research shows that travelers now expect more than just transactional rewards. They want a loyalty program that makes them feel something, with 36% desiring to feel rewarded for their loyalty, 31% wanting to feel confident and at ease, and 25% seeking access to exclusive experiences.

ALL Accor has responded to these expectations by transforming points and benefits into meaningful experiences, thoughtful gestures, and new possibilities. The company's free Travel & Lifestyle Membership now connects more than 45 hotel brands and over 5,800 hotels across more than 110 countries. This membership offers meaningful rewards, exclusive benefits, and access to over 7,300 experiences each year, from local discoveries and exceptional dining to chef masterclasses, major sporting events, and the world's most anticipated concerts.

Through the "Stay for More" campaign, developed by creative agency Saatchi & Saatchi, Publicis Group, ALL Accor aims to redefine the value of travel. The campaign emphasizes that more of what truly matters is not about quantity but about the deeper meaning and lasting impact it brings to travelers' lives. The promise of "Stay for More" is not just about experiencing more but about experiencing more of what truly matters, when it matters most.