Accor Launches New Global Campaign

PARIS—As Accor begins to reopen some of its hotels that were temporarily closed in response to the COVID-19 pandemic, the company has introduced a new global campaign, “Reignite the Love of Travel.”

“During the lockdown periods everywhere, we have been surprised to see so many people on social media sharing their craving for travel with such uplifting humor and creativity. It was heartwarming for us to see that they were missing us as much as we were missing them,” said 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.”

Accor’s “Reignite the Love of Travel” campaign will launch with an engaging social media campaign. Travelers will be invited to share their travel dreams and inspiration, which will be combined to create a second montage-style inspirational travel film.

“We have reacted to the crisis with a full-fledged marketing strategy, which firstly reassures our guests through the launch of Allsafe [the new cleanliness program]and that has established world-class cleanliness standards and protocols to ensure our guests are welcomed back in full safety,” he said. “Secondly, in these challenging times, we believe it is part of our mission to inspire people with positivity and humor, and encourage them to reignite their love of travel.”

Accor’s “Reignite the Love of Travel” campaign will launch in key markets worldwide throughout the summer.