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All.accor.com upgrade to All.com

In 1967, two friends, Paul Dubrule and Gérard Pélisson, opened their first Novotel when no one in France yet believed in this new hotel business model. With its first office in Massachusetts, the main idea behind this company was of getting a hold of the hotel and travel industry of France which was basically the idea of Gerard Pelission and was fully supported by Paul. Initially, they started their chain of hotels of Accor with its first hotel named SIEH which was a family hotel. 

In 1983, Novotel-SIEH acquired and merged with the group Jacques Borel International to create the Accor group, a French multinational hospitality company, which was introduced to the Paris stock exchange the same year. On its own, the word “accord” translates to “agreement.”

In the mid-90s, Accor shifted its interest towards managing more luxury and premium brands.  Dubrule and Pelisson reorganized the management of the company to reduce their involvement in day-to-day decision-making and Accor moved towards an asset-light model to focus more on brand and product management, and less on property management. The company wanted to beef up its digital business, online sales and bookings to more than 10,000 hotels throughout 300 cities worldwide.

In June 2015, Accor changed its name to AccorHotels and announced the rollout of a new digital strategy to federate its brands. The Paris-based hotelier also changed its logo and adopted the motto: “Feel Welcome.” The branding continues to feature the operator’s signature Bernache goose in flight.


Transforming our distribution platform into an open marketplace is a major initiative for the group and the result of a new approach to our profession and business model

Sebastien Bazin, CEO of AccorHotels | TravelWeekly

The company acquired the domain name AccorHotels.com in March 2015. It currently redirects to the all.accor.com subdomain. According to the company, its online booking platform, AccorHotels.com, is being transitioned with the goal of offering more than 10,000 properties in 300 key cities globally, which would represent a tripling of the existing hotels currently on the site. 

In 2019, AccorHotels changed its name back to Accor and launched a new loyalty program, ALL – Accor Live Limitless.


We’re dropping ‘hotels’ because we’ve been doing so much more. Of course, hotels will still be the core activities for Accor for the next 50 years, but we’ve added so much in terms of ecosystem.

Sebastien Bazin, CEO of AccorHotels | TravelWeekly

Bazin also unveiled a revamp of Accor’s Le Club loyalty program, which they named Accor Live Limitless. In April 2020, Accor acquired the domain All.com, upgrading from all.accor.com subdomain. A three-letter domain name is also a word, and not just any word – a word that communicates the spirit of Accor “More than hotels. A way of life”. A word that is used globally and matches the limitless vision of the brand. What better way to appeal to their audience, make their marketing more effective, and instill everyone with trust. Notice how they don’t even need to spell the domain name in advertising.

In 2021, Accor sealed a partnership with Faena, a company specialized in lifestyle design, introduced the SPAC Accor Acquisition Company (AAC) on the Paris stock exchange, raising 300 million euros to lead investments in hotel-related businesses, and invested in the Indian tech hospitality company Treebo.


We hope the above information will help you in making informed decisions about your brand. If you want to say hi or have any questions about naming, branding, and domain names get in touch, we’re always happy to hear from you.

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Kristina Mišić

Kristina comes from beautiful Belgrade and she always loved brands and the psychology behind them. In case you are wondering where you can find her, the answer is... on social media! And, yes, she checked you out already.
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