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Accor Accor

Accor

2019–2023

Redefining hospitality leadership with ALL – Accor Live Limitless

Accor Group, a global hospitality leader with over 5,500 properties across 110+ countries, made a pivotal move in 2019 with the launch of ALL – Accor Live Limitless. This strategic shift redefined the Accor hospitality concept, expanding beyond hotels to create a lifestyle brand that merges stays with more curated lifestyle experiences.

AREA 17 partnered with Accor to shape this new digital ecosystem, transforming how guests engage with the Group and its brands and redefining what it means to be a lifestyle hospitality leader.

Turning a brand concept into a seamless lifestyle loyalty experience

To bring ALL to life, AREA 17 worked with Accor to launch ALL.com, a Group-wide loyalty platform designed to deepen user engagement and distinguish its lifestyle offering from traditional hotel experiences.

ALL delivers a holistic digital experience that invites members to "work, live, and play" through a rich ecosystem of rewards, stays, services, and exclusive experiences. Leveraging an omnichannel design, the platform offers an intuitive user experience with clear digital touchpoints that bring Accor's vision of “augmented hospitality” to life and serve more than 90 million members worldwide.

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Delivering a scalable design system to empower global teams

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Following the launch of ALL.com, AREA 17 developed a comprehensive design system to ensure consistency and scalability across Accor's teams. 

Using modular UI components housed in Storybook, the system provides access to pre-tested, AA-compliant elements designed for accessibility and scalability. Used by dozens of designers and engineers, the UI library ensures visual consistency across hundreds of components that support millions of views throughout Accor's digital ecosystem. Supported by version control and thorough documentation, these tools also empower internal teams to update and expand the Accor platform as its service ecosystem evolves.

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Launching new guest platforms in response to industry shifts

The global coronavirus pandemic reshaped hospitality, necessitating quick pivots to support new travel behaviors like private home rentals and long-term stays.

We worked with Accor to launch the Accor Apartments & Villas booking platform in just 4 months, leveraging the Group's APIs and the flexible design system we created. This model was expanded to include dedicated platforms for ALL Restaurants & Bars and ALL Spa & Thalasso, integrating third-party APIs for bookings and services. Built as a scalable client-side application, the platform enables Accor to adapt swiftly to market changes and offers guests a cohesive digital experience across its expansive lifestyle offerings.

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Strengthening Accor’s digital and brand evolution for lasting impact

Since 2019, AREA 17’s role has evolved from a digital partner to a strategic advisor, guiding Accor through a significant digital and brand transformation. We continue to work closely with the Group to consolidate their digital ecosystem, strengthen their brands, and refine their loyalty experience to increase customer engagement.

Our strategic insights help Accor adapt to market trends and identify growth opportunities, ensuring their digital initiatives align with shifting guest expectations and support their vision for the future of travel and lifestyle.

Brand
Brand toolkits and rollout
Experience
Concepting and prototyping
Design systems
Experience design
Experience vision and strategy
Prioritization and roadmapping
Research and analysis
Technology
Analytics and optimization
Cloud-native DevOps
Custom application development
Custom interface development
Technology strategy and architecture

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