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Agenda & Speakers

Accor’s Brand Evolution—A Move Larger Than Just “Hotels”

Three years ago, Accor made the decision to add “hotels” to its core name, a move intended to clarify the brand’s offering to those that were not familiar with the Paris-based group. While the brand was well known to the rest of the world, Accor was looking to increase global awareness and its presence in North America, which required several years’ worth of changes to its master brand approach.
Fast forward to 2019 and “Accor Hotels” is once again “Accor.” The change was not due to Accor’s shift in focus away from the hotel industry, but rather the fact that today, it is so much more. Accor refers to its approach as an “augmented hospitality model” that incorporates nightlife, food and beverage, concierge services, and coworking to its portfolio. This approach enables Accor to meet the needs and preferences of its changing and diverse customer base. While some may think this name change is a step back in time, it actually signifies a step forward for the Accor brand. Throughout the years, Accor has a seen a brand transformation to increase global awareness of its master brand.
Join Accor’s Sabrina Lillew during her Loyalty Expo session as she discusses Accor’s rebrand and evolution – from Accor to Accor Hotels and back again.
Key Takeaways:
  • - Leveraging different ecosystems and assets to bring the best customer experience your team can deliver to the forefront
  • - Strategies around building global awareness and reaching new customers
  • - How to meet changing customer expectations and new opportunities through your brand’s evolution


Sabrina Lillew, Vice President Loyalty Programs, Accor

Sabrina Lillew is the Vice President Loyalty Programs for Accor’s North & Central America region.   Sabrina’s 25+ years in marketing, sales and customer service support her in her current role responsible for the strategy, marketing and operation of Accor’s seven unique B2C and B2B loyalty and certificate programs as well as all partnerships in the region. 
Following the acquisition of FRHI in 2016, Sabrina was one of the key leaders involved in developing the global integration strategy of the Fairmont, Raffles and Swissôtel brand loyalty programs into Le Club AccorHotels.  Sabrina was also responsible for the successful program implementation and roll out.  She is currently one of the regional leaders involved in the development and implementation of Accor’s new ALL lifestyle loyalty program.

Agenda Overview

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