sarah derry accor
Accor Pacific CEO Sarah Derry with commerical team leaders at Accor Stadium

From mindblowing guest experiences at Accor Stadium to a gamechanging loyalty partnership with Qantas, meet Accor’s award-winning commercial team and discover how they are winning guests who return to stay time and time again with the Pacific’s leading hotel operator.

How is your partnership with Accor Stadium unlocking growth opportunities for owners?

Sarah Derry, CEO, Accor Pacific: When we announced our seven-year deal to sponsor Accor Stadium last year, we received an overwhelmingly positive response from our guests and members. Our loyalty members tell us they love having special access to experiences, entertainment and sporting events. The strength of Accor Stadium, our brands and our network means our partners are in a prime position for future growth. Owners and developers want to take advantage of this, alongside investment opportunities with a proven operator with diverse and desirable hotel brands in luxury, lifestyle and economy, midscale and premium segments, paired with unmatched scale in the region. Through powerful hotel brands, strategic partnerships and loyalty, Accor will continue to deliver a competitive edge that maximises the value of properties and markets.

Kent Warren, VP Revenue & Analytics: Expanding, delivering and sustaining top line revenue performance while building on long term sustainable demand through marketing, loyalty and partnerships is integral to our roadmap and our growth plans. We remain very excited about the potential of our core Pacific market and we’re fortunate to be in a region which is well-positioned for significant growth opportunities. We have a good mix of leisure and business travellers, and we are in a position of strength to continue to increase market share, support our teams and guests, and create further value for owners.

Accor Stadium Australia naming
Accor has secured the naming rights to Sydney’s major Olympic Park venue.

Why is Accor Live Limitless such an attractive loyalty platform for guests?

Renae Trimble, COO: Accor Live Limitless (ALL) is about lifestyle. The booking platform gives consumers direct access to the best choice of brands across the Pacific. The secret is that ALL goes beyond hotels, resorts and apartments. ALL is about creating an emotional connection with our members, even when they are not staying with us. ALL connects them to what they love, and engages them in their everyday. To do so, we are actively leveraging every single channel that we own and we are creating many additional opportunities with partners within the hospitality, travel, sports, entertainment and experiences sectors. Accor Stadium is a terrific example of this.

Anne Gill, VP Sales and Connected Partners: ALL now operates as a loyalty ecosystem connecting our members to our diverse and large number of properties such as Sofitel, Pullman, Mantra and Mercure, through relevant and engaging content, offers or events on our websites, emails, app, partners and social media channels. ALL provides significant advantages with our B2B clients across corporate and business events. Our scale and diverse brand portfolio enables these clients to earn points faster and access unique and diversified experiences, with many of these delivered via our strong partnerships with AFL, AFLW, NRL, NRLW, NZ Cricket, NZ Rugby and Netball Australia.

What is the future of partnerships for Accor?

Karmen Ou, VP Partnerships: Towards the end of last year, we announced an industry milestone in our partnership with Qantas: a deeper partnership that will see mutual members of our loyalty programs be rewarded at every stage of their travel journey. Our partnership with Qantas, where members of Qantas Frequent Flyer and ALL – Accor Live Limitless can for the first time be rewarded twice when they fly with Qantas and stay at one of Accor’s hotels, is a game changer. As we grow our partnership network, we are consciously expanding with world-class partners who align with our member’s passions in the areas of entertainment, food and sport.

sarah derry accor
Accor Pacific CEO Sarah Derry with key leaders at Accor Stadium

Nick Parmar, VP Marketing and Customer Experience: Launching Accor Stadium firmly aligns with our vision to create incredible customer experiences for our loyalty members, owners and clients. We focus on bringing our fresh and exciting hotel brands and ALL –Accor Live Limitless to life at Accor Stadium, paying close attention to detail to the quality of the customer experience. This partnership is creating opportunities for wide reaching campaigns which touch on joint PR, marketing and loyalty initiatives, realising huge value to owners, guests and loyalty members.

How are you unleashing the power of digital, data and insights?

Chris Mills, VP, Digital & Loyalty:  We are continually investing in the best digital technology to engage our guests and members via their preferred channels; leveraging websites, social media, email communication and the ALL APP to create memorable one-to-one interactions that strengthen loyalty and drive revenue. goes beyond a traditional booking platform; providing our members with unique, engaging and inspirational content to help them access experiences – whilst travelling and also those closer to home. Members of ALL receive exclusive communication helping them to maximise value of the programme, from ways to earn more Rewards points, competitions to win Limitless Experiences at venues including Accor Stadium, or offers that provide pre-sale access or discounts through a variety of partners.

The ALL APP has also become a preferred channel for members to engage with us, providing them access to +5,300 hotels globally whilst also enabling members to earn Reward points on dining without a stay, access to their digital membership card and being the first to know of new offers through our app notifications. We’re also providing digital tools to support our hotel teams deliver memorable and personalised experiences. The use of ACDC – Accor Customer Digital Card, assists our team to understand member preferences so that the preferred pillow, favourite drink, or room preference can be delivered – helping our members to feel like our properties are a home away from home, every stay.