Accor is making a striking move in hospitality marketing by partnering with global football icon Kylian Mbappé as the face of its latest loyalty campaign. The initiative seeks to empower travellers to book directly with Accor’s properties, bypassing third-party platforms and unlocking exclusive benefits.
This campaign represents a strategic push to strengthen the Accor Live Limitless (ALL) loyalty programme, incentivising members with personalised rewards and a more seamless booking experience. Mbappé’s global appeal aligns with Accor’s goal of connecting emotionally with a diverse, younger audience.
Cutting Out Middlemen to Boost Loyalty
By featuring Mbappé, Accor aims to highlight the advantages of direct booking—such as better prices, more flexible cancellation policies, and richer reward opportunities. The campaign is designed to simplify the customer journey and increase loyalty engagement in an increasingly competitive market.
Mbappé’s role in the campaign goes beyond mere endorsement; he embodies Accor’s vision of energy, innovation, and connection with modern travellers. The collaboration spans digital, social media, and in-hotel experiences, creating a cohesive narrative that resonates worldwide.
A Forward-Looking Strategy for Guest Experience
Accor’s campaign also reflects a broader industry trend of hoteliers reclaiming control over customer relationships. By reducing reliance on online travel agencies and third-party intermediaries, Accor can offer more personalised service and tailor experiences based on customer preferences.
The partnership with Mbappé underscores Accor’s commitment to innovation and relevance in a dynamic travel landscape. As direct bookings increase, the hotel group expects to deepen customer loyalty, reduce distribution costs, and strengthen brand affinity globally.
With Kylian Mbappé as its charismatic ambassador, Accor is set to redefine how loyalty programmes engage travellers, making direct booking both rewarding and aspirational.
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