Shifting the axis of a loyalty programme from the transactional to the experiential is a change that many operators announce but few realise with consistency. What captures my attention in certain activation projects built around major sporting events is not the spectacle of the execution, but the capacity to build a layered system of experiences — one that works equally for those physically present and for those on the other side of the world. The distinction between presence and distance, within this logic, becomes irrelevant: what matters is the quality of the immersion.
All Accor, the Accor Group’s loyalty and booking programme, has been an official partner of Roland-Garros since 2024. For the 2026 edition of the tournament, the initiative translates into a system of experiences on a global scale, whose centrepiece is the rebranding of Le Royal Monceau – Raffles Paris: the first palace in the programme’s history to adopt the tournament’s chromatic and material codes through a scenography built around dichroic glass and clay-inspired textures. In the main suite, the mashrabiya ceiling reinterprets the façade of court Philippe-Chatrier by casting graphic shadows across the marble, while the inner courtyard is transformed into an installation with an ochre clay platform that dissolves the boundary between poolside and competition court. The project extends to Pullman and MGallery hotels in Tokyo, Shanghai and São Paulo. The brand has defined its objective as the construction of an experiential platform built around the passions of its own members.
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