ALL Accor’s new content campaign turns guests into creators
New "stay, create, post" initiative is ALL Accor's new user-generated content campaign to reward members and build a content library
Accor’s loyalty programme, ALL Accor, has launched a new user-generated content campaign across the Middle East, Africa and Asia Pacific, designed to transform everyday guests into a powerful global content engine.
Accor has around 50 New Zealand properties across a range of brands, including Pullman, Ibis, Mercure, Sofitel and Novotel hotels. It is the largest hotel operator in Aotearoa, with its newest property, Pullman Hamilton, set to open this year.
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The new content initiative introduces a simple yet scalable mechanic: Stay, Create, Post. Guests are invited to capture and share their experiences at Accor properties across the region, using dedicated hashtags and tags.
Content is then aggregated, evaluated and ranked, with top participants rewarded and all submitted content contributing to a growing content library.
This approach reflects a broader shift in social strategy from curated, influencer-led storytelling to real, lived experiences captured by guests themselves.
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“Our guests share so many wonderful stories and photos when they stay at our hotels, so this campaign is about recognising these moments and sharing them with the world,” said Kerry Healy, Chief Commercial Officer for Accor’s Premium, Midscale & Economy brands in the Middle East, Africa and Asia Pacific.
“By shifting our focus from influencers to the people that stay in our hotels every day we are building a sustainable content ecosystem that reflects real hotel experiences.”
A leaderboard system and structured criteria offer some competition, with content evaluated on engagement performance, originality and authenticity.
Participants must be members of ALL Accor and post original content from their stays, reinforcing both loyalty engagement and brand advocacy.
Top-performing participants will be rewarded through a tiered incentive structure, including loyalty status upgrades, reward points, and a headline experience: a Singapore Grand Prix Limitless Experience, complete with flights, accommodation and exclusive race access.
Beyond the campaign itself, the ambition is to establish a scalable, always-on content model that reflects the diversity of Accor’s vast footprint.
