Accor’s loyalty programme, ALL Accor, has launched a new user-generated content campaign across the Middle East, Africa and Asia Pacific, designed to transform everyday guests into a powerful global content engine.

The initiative introduces a simple yet scalable mechanic: Stay, Create, Post. Guests are invited to capture and share their experiences at Accor properties across the region, using dedicated hashtags and tags. Content is then aggregated, evaluated and ranked, with top participants rewarded and all submitted content contributing to a growing content library.

This approach reflects a broader shift in social strategy from curated, influencer-led storytelling to real, lived experiences captured by guests themselves.

“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,” said Kerry Healy, Chief Commercial Officer for Accor’s Premium, Midscale & Economy brands in the Middle East, Africa and Asia Pacific. “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.”

A leaderboard system and structured criteria offer some competition, with content evaluated on engagement performance, originality and authenticity. Participants must be members of ALL Accor and post original content from their stays, reinforcing both loyalty engagement and brand advocacy.

Top-performing participants will be rewarded through a tiered incentive structure, including loyalty status upgrades, reward points, and a headline experience: a Singapore Grand Prix Limitless Experience, complete with flights, accommodation and exclusive race access.

The campaign is supported through a phased amplification strategy, leveraging owned digital channels and in-hotel digital touchpoints, followed by targeted paid support to maximise reach and participation.

Beyond the campaign itself, the ambition is to establish a scalable, always-on content model that reflects the diversity of Accor’s vast footprint.

Read More: Hotels & Resorts