Accor

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.

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.

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.

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.