ALL Accor Turns Hotel Into KATSEYE Pre-Concert Hub

On September 8, 2026, the Accor group's booking platform and loyalty program, ALL Accor, transformed a room in an iconic Parisian hotel into a pre-concert hub for fans of the rising music group, KATSEYE. This innovative initiative, titled "Get Ready With ALL Accor," aims to immerse guests in the world of KATSEYE, from the first preparations all the way to the stage of the Accor Arena.

The transformation of the hotel room into a fully immersive space began on September 8. Guests were greeted with a suite inspired by the world of KATSEYE, designed to enhance the pre-show experience. Beauty stations were set up, including Nail Art, Tooth Gems, and hair coloring, allowing fans to get ready in the style of their favorite artists. Additionally, a meet-and-greet event was held, offering a select group of ALL Accor members and contest winners the opportunity to interact directly with the KATSEYE artists.

The highlight of the experience took place on September 9, when a small group of ALL Accor members, who had used their Reward points to gain access, and contest winners were granted backstage access to the Accor Arena. This exclusive tour allowed them to step onto the stage before the concert and before the doors opened, providing a rare and privileged glimpse into the backstage environment.

The concert itself, held at the Accor Arena, marked the culmination of a carefully orchestrated experience. ALL Accor's aim was to turn the pre-concert into a moment in its own right, transforming the hotel into the starting point of the experience and extending the emotion all the way into the backstage. This approach reflects ALL Accor’s broader vision of turning its hotel ecosystem, partner arenas, and loyalty program into true gateways to members' passions.

Mehdi Hemici, Chief Loyalty & E-Commerce Officer at Accor, stated, "At ALL Accor, we are seeing a profound shift in how we experience our passions. Today, the experience is no longer limited to the main event; it begins with anticipation, with rituals, with encounters, and with all those small moments that build the emotion. With KATSEYE, we wanted to turn that anticipation into a full-fledged experience and show everything that hospitality, beyond a simple hotel stay, can bring to music even before the artists take the stage."

ALL Accor's "Get Ready With KATSEYE" initiative is part of a larger strategy to redefine the way music is experienced and shared. According to the company, the Endorphin Economy, a phenomenon identified in its 2026 report on experiential travel, is one of the key drivers of this shift. The report, produced in collaboration with Globetrender based on an international study of 4,300 travelers across nine countries, highlights the importance of seeking out emotional highs to live and to share.

In the context of music, the pre-concert experience has become a genuine ritual for a new generation of fans. The excitement starts well before the doors open and lingers long after the last song. The concert is no longer just a musical rendezvous; it is a full-fledged experience, prepared for, shared, and made to last. ALL Accor's approach underscores the belief that the emotion of the concert is no longer confined to the stage but is progressively built around it, with hotels becoming genuine gathering places where this collective euphoria is prepared and shared.

This initiative is part of a broader portfolio of more than 7,300 Limitless Experiences offered by ALL Accor in over 140 cities worldwide. These experiences range from local activities and masterclasses led by renowned chefs to major sporting tournaments and sought-after concerts, all designed to provide members with far more than a simple stay, opening the doors to rare and privileged moments.