- On September 8 and 9, 2026, ALL Accor is transforming a room in one of the group’s Parisian hotels into a pre-concert space.
- An operation built around the KATSEYE group’s concert at the Accor Arena on September 9.
- Access reserved for loyalty programme members and competition winners via a Rewards point auction system.
- The programme boasts over 120 million members and 7,300 “Limitless Experiences” across more than 140 cities.
- A study by ALL Accor conducted with Globetrender among 4,300 travellers in nine countries forms the foundation of this initiative.
The hotel as a concert antichamber. With « Get Ready With ALL Accor », the Accor group’s loyalty programme moves the beginning of the musical experience from the venue to the room · an operation set up on September 8 and 9, 2026, around KATSEYE’s performance at the Accor Arena.
Two days, two phases
On September 8, a suite in a Parisian hotel belonging to the group is entirely redesigned in the group’s aesthetic. This is complemented by a “Glam Room” organised into three preparation stations · nail art, tooth gems, and hair colouring. A meet-and-greet with the artists is planned for a selected group of guests.
On September 9, the journey shifts to the venue · a backstage tour of the Accor Arena, the opportunity to step onto the stage before doors open, followed by the concert from a private suite. Access to the empty stage, before the public arrives, is the absolute highlight of the experience.
◆ The campaign
How to gain access
Entry is secured via two pathways · an auction system allowing members to pledge their Rewards points, and a social media competition hosted by the brand. This is therefore not a commercialised offer, but a loyalty reward, which speaks volumes about how the group intends to utilise its points.
This initiative is part of a portfolio of 7,300 experiences offered across more than 140 cities. Accor is less interested in selling overnight stays than in making its programme a gateway to otherwise unobtainable access.
The figures behind the operation
The group relies on a study conducted with Globetrender among 4,300 travellers across nine countries, which describes what it terms the “Endorphin Economy” · the pursuit of emotional highs to experience and share.
Two key figures emerge · 89% of respondents believe that a live event provides a rush powerful enough to justify travel, and 50% consider experiencing a unique moment there to be among the most memorable aspects of a trip. The concert becomes the reason to travel, rather than simply an activity found upon arrival.
Mehdi Hemici, Chief Loyalty and E-commerce Officer for the group, sums up the intent: « The experience is no longer limited to the main event · it begins in the anticipation, the rituals, the encounters. »
What this says about the model
Accor owns the arena that bears its name and cites four other partner venues · Sydney, London, São Paulo. The group thus controls both ends of the chain, accommodation and the performance venue, something very few hotel operators can claim.
The Parisian operation is announced as a first test case, intended to be rolled out in other destinations. Paris serves here as a demonstrator for a format that requires owning or controlling the venue.
Our perspective
The concept is spot on and arrives at the right time · the pre-concert has become a documented and shared ritual, yet no one had previously turned it into a hotel product. Transforming a room into a preparation dressing room responds to genuine usage rather than a marketing hunch.
The question of scale remains. One suite, two days, a few dozen guests · this is a branding exercise before it is a commercial offer. It is worth following for what it heralds rather than what it represents today. Highly recommended for programme members who accumulate points without knowing how to use them · this is precisely the kind of reward that makes them useful.
