News In Brief

Accor changes brand name to AccorHotels

Accor has changed its name to AccorHotels, CEO and chairman Sébastien Bazin has revealed.

“Today, our Group changes and loudly and clearly proclaims its desire to go further, faster. Accor becomes AccorHotels and proudly re-assumes its role as a pioneer hotelier that never stops innovating and surprising, at the cutting edge of digital technology, but while remaining a hotelier, first and foremost.

“The Feel Welcome promise is a strong commitment to all our audiences and enriches the bond between the Group and its brands.”

According to a statement released by the company: “To reflect the Group’s ambition, the new identity features a more statutory logo containing deep blue typography. This new logo continues to showcase the Group’s symbol, the single, emblematic honey-colored bernache goose. This migratory bird is the brand and mobile app icon. It symbolises group spirit, determination and travel.

“The new brand platform is also upheld by a Group’s manifesto which includes a semantic charter so that the brand’s personality can be reflected in every public address. The new visuals reflecting the spirit of service in the Group’s hotels and an original brand’s musical identity come to supplement this new brand platform.

“This new identity is already visible on the Group’s space in the Village at Roland Garros, of which AccorHotels is an official partner.”

Rosie Clarke

Rosie Clarke is managing editor at Multimedia Publishing.

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