Accor has made the long-awaited reveal of the company’s new name, being AccorHotels and Chairman and CEO Sébastien Bazin says it’s about the business reassuming its role as a “pioneer hotelier”.
“Today, our Group changes and loudly and clearly proclaims its desire to go further, faster,” he said.
“Accor becomes AccorHotels and proudly re-assumes its role as a pioneer hotelier that never stops innovating and surprising, at the cutting edge of digital technology, but while remaining a hotelier, first and foremost.”
The company also has a new signature tagline, being ‘Feel Welcome’, which the company says encapsulates the generosity and the very essence of hospitality. Accor says it is a promise addressed to all of their audiences, being customers, employees and partners, “so that they feel expected, unique and privileged”.
“The ‘Feel Welcome’ promise is a strong commitment to all our audiences and enriches the bond between the Group and its brands,” Bazin said.
To reflect the Group’s ambition, the new identity features a more statutory logo containing deep blue typography. This new logo continues to showcase the Group’s symbol, the single, emblematic honey-colored bernache goose.
“This migratory bird is the brand and mobile app icon… It symbolizes group spirit, determination and travel,” Accor says.