Accor has unveiled a new global campaign with the tagline ‘Reignite the Love of Travel’.
The promotion comes as the French hospitality giant starts to reopen some hotels forced to close due to the Covid-19 pandemic.
The company is investing in the resurgence of the travel and service industries and economic recovery in the communities where it operates.
This includes Accor’s Allsafe cleanliness scheme to protect guests and staff, with measures developed alongside testing, inspections and certification services specialist Bureau Veritas.
The campaign is launching in a bid to reassure and to create a desire to travel as restrictions start easing across many destinations.
‘Reignite the Love of Travel’ will start during the summer with a social media campaign inviting travellers to share their travel dreams and inspiration. These will be combined to create an inspirational montage-style travel film.
Chief marketing officer Steven Taylor said: “During the lockdown periods everywhere, we have been surprised to see so many people on social media sharing their craving for travel with such uplifting humour and creativity: it was heart-warming for us to see that they were missing us as much as we were missing them.
“The message of our campaign then came naturally as we invested to prepare for the immediate holiday season as well as for longer term bookings.
“Seeing the quick business recovery in China, we wanted to do our part to reassure our guests and to reignite the travel desire.”
He added: “We have reacted to the crisis with a fully-fledged marketing strategy which firstly reassures our guests through the launch of Allsafe and that has established world-class cleanliness standards and protocols to ensure our guests are welcomed back in full safety.
“Secondly, in these challenging times we believe it is part of our mission to inspire people with positivity, humour and encourage them to reignite their love of travel.”