ALL Expands Global Entertainment Partnerships to Offer Unmatched VIP Experiences for Members

(IN SHORT) ALL, Accor’s loyalty platform, has strengthened its position in the entertainment sector with new partnerships and renewed contracts with major global venues. From France to Brazil, the platform now offers exclusive VIP experiences, backstage access, and early ticket sales for concerts, sports events, and more. This expansion of strategic partnerships aims to meet the growing trend of gig-tripping, where travelers plan their trips around live events.

(PRESS RELEASE) ISSY-LES-MOULINEAUX, France, 2025-May-15 — /Travel PR News/ — ALL, Accor‘s loyalty and booking platform, is further solidifying its position in the entertainment world with new partnerships and renewed agreements with iconic venues across the globe. Since 2019, music has been one of the three primary focuses for ALL, offering members access to exclusive experiences, including VIP seating, artist meet-and-greets, and early ticket access for major concerts. This commitment to enhancing member experiences continues with new and renewed partnerships that provide unparalleled access to the best in live music and events.

The “gig-tripping” trend, where travelers plan their trips around concerts, is on the rise, with a 2024 study from ALL showing that 45% of frequent travelers have attended an event during their travels. The popularity of Taylor Swift’s 2024 Eras Tour is a testament to this growing trend, as fans organize their stays around major performances.

ALL’s partnerships include:

In France:
ALL has renewed its five-year naming rights contract with the Accor Arena in Paris. Since the partnership began, ALL members have enjoyed VIP access to premium areas like the panoramic VIP box, complete with culinary services, and the “Somewhere Bar by Handwritten” speakeasy. They also enjoy exclusive event preview seating and opportunities to participate in unique competitions for event tickets.

In the UK:
ALL is thrilled to announce its first UK arena partnership with London’s OVO Arena Wembley. This new collaboration introduces “The ALL Terrace” with exclusive seating and high-end catering services, offering a privileged view of performances. This partnership adds to the range of offers available through ALL in the UK, including tickets for musicals and candlelight concerts.

In Australia:
ALL has renewed its partnership with the Qudos Bank Arena in Sydney for an additional three years. The extended agreement provides continued access to the arena’s VIP box and gourmet dining while watching live performances. Members will also have access to additional experiences, with more tickets available for suite experiences and Category A seating.

In Brazil:
ALL continues to strengthen its presence in São Paulo with strategic partnerships at Allianz Parque and Estádio do Morumbi. For the last three years, ALL members have had access to exclusive box seats at Allianz Parque for major events, including a pre-match cocktail reception, shuttle services, and VIP service with food and drink included. At Estádio do Morumbi, members can access the prestigious “Sala Raí” VIP box for concerts and São Paulo FC matches, enjoying premium services and views.

Global Reach:
With over 5,600 hotels worldwide, ALL.com offers a wide range of accommodations near the most sought-after concert and event venues in cities like Paris, London, São Paulo, Sydney, and more. Members can unlock special access to concerts, sports events, and unique experiences through ALL’s global network.

“Through our gig-tripping initiative, we’re tapping into a new travel trend for music and sports fans, allowing them to access once-in-a-lifetime events and create unforgettable memories,” said Mehdi Hemici, Chief of Loyalty and E-Commerce Officer, Accor. “These new and renewed venue partnerships reinforce our commitment to enhancing member experiences worldwide.”

Stuart Wareman, SVP of Experiences, Events, and Sponsorships at Accor, added: “Our expanding partnerships reflect Accor’s commitment to hospitality and enriching experiences. These collaborations allow us to diversify our offerings and increase our presence on the international stage, giving our members exclusive access to over 7,000 events worldwide.”

Nicolas Dupeux, CEO of Paris Entertainment Company, shared: “Extending our partnership with ALL strengthens fan engagement at the Accor Arena, ensuring it remains France’s premier entertainment venue.”

Chris Bray, President of Legends and ASM Global, Europe, concluded: “We’re excited to welcome ALL as a partner at OVO Arena Wembley and Qudos Bank Arena, and we look forward to creating unforgettable experiences for ALL members.”

Press contacts

Accor

Mélanie MAHIETTE
melanie.mahiette@accor.com

AOP

Clara GUITARD
clara@agence-op.fr
06 82 52 34 84

Anaïs ALAURENT
a.alaurent@agence-op.fr
06 63 35 34 64

SOURCE: ACCOR