Accor leverages content creation and storytelling in new travel campaign

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Hospitality company Accor has launched a new campaign "For ALL the travellers in you" to showcase Accor's brands and destinations.

The global campaign leverages storytelling and dynamic content creation and aims to revolutionise how the hospitality industry connects with consumers. It is also set to deliver tangible business outcomes, including heightened revenue and occupancy rates, the brand's dedication to sustainability and exceptional guest experiences, it said.

As part of the campaign, Accor is partnering content studio Beautiful Destinations, to reshape consumer perceptions and enhance brand visibility through personalised content creation by the studio. In addition, the campaign will harness video content and tap into emotions with storytelling.

The strategic partnership between Accor and Beautiful Destinations aims to inspire wanderlust and foster deep audience connections and amplify Accor's digital brand presence. The partnership also encompasses distribution strategies that drive bookings, brand recognition and engagement.

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The project's thematic focus, "From dawn to dusk", spans 21 Asian, Pacific and Middle Eastern destinations and 67 hotels. It will also add 20 more destinations in time to come.

Thus far, the partnership has resulted in more than 2,000 photos, over 400 15-second cutdowns, and more than 400 vertical videos. The campaign's versatile content can be used to enhance event experiences, during member recruitment efforts, and as compelling brand pitch tools for partners and sales.

"We are incredibly excited about this groundbreaking initiative, which represents a pivotal moment for Accor in revolutionising hospitality marketing. Partnering Beautiful Destinations brings an unparalleled level of reach, innovation, and stunning visual aesthetic to our campaign," said Kerry Healy, Accor's CEO, Middle East, Africa, Turkey and Asia Pacific, premium midscale and economy.

"With their extensive social media following and reputation for creating captivating content, we have a unique opportunity to showcase Accor's leading brands and destinations to a global audience. This collaboration enables us to not only drive increased revenue and occupancy rates, but also to establish lasting connections with travellers around the world."

Jeremy Jauncey, founder and CEO of Beautiful Destination said he "could not be prouder" to have partnered with Accor in such a deep and meaningful way to support their marketing efforts and create content across Asia, Asia Pacific and the Middle East.

"It is widely understood that many guests now begin their travel planning on social media and with video content, so to provide what guests need at each stage of the consideration funnel, Accor is leading the way in hospitality marketing by launching such a comprehensive content strategy," added Jauncey.

With travel on the rise, companies have been going all out to lure travellers. For example, Changi Airport Group's (CAG) recently launched a"Travel A to Z" contest. The new campaign and contest took passengers to mystery destinations.

As part of "Travel A to Z", CAG unveiled four letters, one per week with each representing a city. Interested participants had to identify the city from the letter of the week featured in its campaign video in order to stand a chance to win return flight tickets to that destination.

The correct answers to the weekly mystery city were announced one day after the draw to that location closes.

Join us this coming 24 - 25 April for #Content360, a two-day extravaganza centered around four core thematic pillars: Explore with AI; Insight-powered strategies; Content as an experience; and Embrace the future. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

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