In brief
- On the occasion of the concert at the Accor Arena on 9 September 2026, ALL Accor is offering an exclusive immersive experience in Paris.
- The ALL Accor loyalty programme, with 120 million members, is transforming a hotel suite into a pop-up preparation lounge.
- Programme members can use their Reward points to access backstage and go on stage before the show.
The ALL Accor loyalty programme is launching a brand-new immersive experience in Paris, named “Get Ready With ALL Accor”, on the occasion of the KATSEYE group concert on 9 September 2026. This initiative offers a selection of members and winners the chance to immerse themselves in the pop group’s world, from hotel preparations to backstage access. By placing hospitality at the heart of the musical experience, the hotel group is redefining pre-concert rituals.
This major operation illustrates the desire to anchor the hotel stay in an extended timeframe, far beyond a simple overnight stay. By designing this journey, ALL Accor meets the expectations of a demanding clientele for whom travel is now measured by the intensity of the emotions experienced. Paris, the world capital of culture and fashion, stands out as the natural backdrop for this artistic celebration, offering participants a prestigious setting where contemporary creation, aesthetic trends and French art de vivre converge.
The rise of the endorphin economy
The anticipation of a live show is now an integral part of the event, driven by preparation rituals shared on social media. According to an international study of 4,300 travellers in nine countries conducted by ALL Accor and Globetrender, 89% of travellers surveyed believe that live events provide an emotion strong enough to justify travelling. This trend, theorised under the name “Endorphin Economy”, shows that music is experienced far beyond the duration of the concert itself. The hotel thus establishes itself as the strategic rallying point where this emerging collective euphoria crystallises.
The study highlights a profound transformation in the behaviour of entertainment and tourism consumers. Geographical travel is no longer perceived as a logistical constraint, but as the indispensable prelude to a collective communion. Travellers seek to maximise every minute of their stay, transforming their accommodation into a space for personal expression and socialisation. This quest for endorphines is pushing hospitality players to design hybrid offers capable of extending the excitement of the show and offering memorable moments of sharing before the first notes resonate in the venue.
The world of KATSEYE in a Parisian hotel
On 8 September 2026, the day before the concert at the Accor Arena, a suite in an iconic Parisian hotel of the group will be completely transformed in the colours of. Selected guests will thus be able to immerse themselves in the visual codes of this international group, which combines music, fashion and digital aesthetics. A suite and a pop-up Glam Room will offer beauty workshops and an exclusive meeting with the artists to perfect the participants’ style. This afternoon of preparation will culminate in a privileged moment of exchange with the members of the group.
The layout of this suite demonstrates the creative expertise of the group’s teams in terms of temporary scenography. Every detail of the furniture, lighting decoration and design elements is thought out to reflect the pop group’s visual identity. The Glam Room becomes a true creative studio where audacity and elegance are expressed. The beauty workshops, led by professionals, allow participants to adopt aesthetic codes inspired by the stage, reinforcing the feeling of preparing for an exceptional event. This private meeting on the eve of the show offers unprecedented proximity, far from the crowds of large gatherings.
Privileged backstage access to the Accor Arena
The experience will continue on 9 September 2026 with a journey designed to reveal what goes on behind the scenes. Beneficiaries will have the privilege of going on stage at the Accor Arena before the doors open to the public and visiting the backstage of this legendary venue. The evening will then continue from the arena’s VIP boxes to watch the show in absolute comfort. This exclusive journey is part of the catalogue of 7,300 “Limitless Experiences” developed by the loyalty programme across 140 cities worldwide.
Discovering what goes on behind the scenes of a major Parisian venue represents a rare opportunity. The backstage of the Accor Arena holds a rich history of major cultural and sporting events. By stepping onto the empty stage, guests become aware of the immensity of the venue and the impressive perspective of the stands, a view usually reserved for the artists themselves. The comfort of the VIP boxes, combined with an impeccable quality of service, guarantees an optimal experience to appreciate the artistic performance, combining the intensity of the music with the serenity of a high-end welcome.
Experiential hospitality at the heart of the loyalty strategy
The transformation of loyalty programmes reflects a profound shift in the expectations of contemporary consumers. Once focused on accumulating free nights or strictly transactional benefits, these programmes are now moving towards creating lasting memories. By opening the doors to highly sought-after artistic fields, ALL Accor positions its brand not only as an accommodation provider, but as a facilitator of unique experiences. This strategy makes it possible to forge a powerful and lasting emotional connection with travellers, who now associate the hotel brand with intense and extraordinary life moments.
This approach also highlights the immense diversity of the group’s hotel portfolio. By connecting major cultural events to personalised stays, the company demonstrates its ability to orchestrate complex projects combining hotel logistics, relations with the entertainment industry and high-end customer experience management. The ALL programme thus establishes itself as a global ecosystem of services and leisure, capable of supporting its members in all dimensions of their social, cultural and professional lives, making loyalty a privileged key to a world of exclusivity.
Cultural tourism and the appeal of the Parisian scene
Hosting this type of event highlights the central role of Paris as an essential hub for the world tours of international artists. The French capital benefits from exceptional hotel infrastructure and iconic venues capable of hosting large-scale international productions. Music tourism generates significant economic benefits for the entire sector, attracting spectators from different backgrounds to attend performances by their favourite artists. This cultural dynamism reinforces the city’s image as a vibrant destination where artistic innovation meets the art of hospitality.
For Parisian hotels, this synergy with the entertainment world offers the opportunity to reinvent the welcoming of leisure guests. Hotels are no longer simple stopovers, but are becoming true secondary stages where the city’s cultural excitement is extended. This integration of art and entertainment within the customer journey itself makes it possible to create virtuous synergies between cultural players and tourism professionals, contributing to the international influence of the Parisian destination on the global artistic scene.
ALL Accor and the quest for the inaccessible
By offering this type of money-can’t-buy experience, the Accor group values its members’ loyalty points as a currency. This strategy transforms loyalty into a passport to experiences, reinforcing attachment to a portfolio of over 45 prestigious brands such as Sofitel, Raffles, Pullman or MGallery. As Mehdi Hemici, Chief Loyalty & E-Commerce Officer at Accor, points out, hospitality now goes beyond traditional accommodation to become the catalyst for rare emotional moments and shared passions.
The opportunity to access events normally closed to the general public gives unparalleled value to the points accumulated by members. This engagement model is based on rarity and exclusivity, encouraging travellers to systematically choose the group’s brands to accumulate this precious currency. Whether it is stays in historic Raffles properties, refined getaways within the Sofitel network, or stylishly designed stays at Pullman and MGallery, each brand brings its own nuance to this promise of excellence. By combining the power of its network with first-rate artistic partnerships, ALL Accor is redefining the standards of contemporary hotel loyalty.
