Accor, one of the world’s leading hotel groups, is leaning into a new kind of message with its latest campaign: “Don’t Be a Guest, Be a Guest Star.” Featuring international soccer star Kylian Mbappé, the campaign rolls out across several countries this June and aims to spotlight ALL Accor, the group’s global booking platform and loyalty program.

But this isn’t just a celebrity endorsement. The campaign centers around a simple but resonant idea—every guest deserves to feel important. From budget stays to luxury escapes, the brand is positioning its service as inclusive, customized, and elevated, regardless of who walks through the hotel doors.

What the Campaign Looks Like

Created with help from Ogilvy, the campaign’s hero film shows Mbappé arriving at a hotel alongside regular travelers. The twist? There’s no special treatment just for the celebrity—everyone is welcomed with the same attention and care. It’s meant to highlight the program’s approach: thoughtful service and a personalized experience for all.

The message plays out across a range of Accor brands, from Sofitel and Fairmont to ibis and Novotel. Whether it's arranging a private boat ride, spa time, or access to a behind-the-scenes tour of the hotel kitchen, the goal is to show how ALL Accor tailors each stay to the guest—not the guest list.

Loyalty Program with a Global Reach

ALL Accor isn’t just about booking hotels. According to Alix Boulnois, the company’s Chief Commercial, Digital & Tech Officer, it’s a tool for turning ordinary stays into standout moments. The program already has over 100 million members globally, a signal that travelers are paying attention.

For Mbappé, the campaign is more than business. “What I love about this campaign is its simplicity: everyone deserves to feel special,” he said. His collaboration with Accor builds on an existing partnership that includes the “We Care for ALL” initiative, a program that gives youth access to travel and sports through his Inspired by KM foundation.

A 360° Rollout Across Key Markets

The campaign will appear in France, the UK, Germany, Australia, Brazil, and China. It includes digital out-of-home ads in airports, social media rollouts, video-on-demand ads, and influencer activations.

One creative twist: five influencers were added to Mbappé’s “Close Friends” list on Instagram, giving them behind-the-scenes access to exclusive campaign content. One will be selected for a custom-designed stay with all the perks of a “Guest Star” experience.

A Brand Message That Sticks

While the campaign has a polished look and star appeal, its message remains grounded: hospitality should feel personal, no matter who you are. Accor’s strategy avoids flashy gimmicks in favor of a more relatable pitch—thoughtful service, comfort, and making guests feel genuinely welcome.

As the hospitality world shifts toward personalization and loyalty-driven relationships, ALL Accor is placing itself squarely in that space. And with Kylian Mbappé as the face of this global push, it’s betting big on the idea that good service should be memorable, not reserved.