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Accor has launched a new user-generated content campaign across the Middle East, Africa and Asia Pacific, aimed at turning hotel guests into content creators.
The initiative, run through Accor’s loyalty programme ALL Accor, encourages guests to share their stay experiences using a “Stay, Create, Post” model.
Shift in social strategy
Accor says the campaign reflects a broader shift away from influencer-led marketing toward content created by everyday guests.
Participants are invited to post original content from their stays using dedicated hashtags, with submissions aggregated and assessed based on engagement, originality and authenticity.
Accor chief commercial officer for premium, midscale and economy brands in the Middle East, Africa and Asia Pacific Kerry Healy says the campaign builds on existing guest behaviour.
“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.
“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.”
Incentives and rewards
Accor says a leaderboard system will rank participants, with top contributors eligible for rewards including loyalty status upgrades and points.
The top prize is a Singapore Grand Prix experience, including flights, accommodation and race access.
Building long-term content model
The campaign will be promoted through Accor’s digital channels and in-hotel touchpoints, supported by paid marketing to increase reach.
Accor says the long-term goal is to create an always-on content model that reflects the diversity of guest experiences across its global network.
