Accor Becomes AccorHotels
With its new name, AccorHotels, the hotel operator aims at increasing the clout and visibility of the group, which is both an institutional and a commercial brand – the company said in a statement. It also intends to place the brand at the center of its ecosystem of hotel brands. In order for the group brand and the hotel brands to cement their reciprocal bonds, AccorHotels will endorse all the brands’ communications – the statement adds. Likewise, the brand portfolio will always feature in AccorHotels’ communications.
AccorHotels also has a new simple and universal signature that emphasizes on its desire to federate: Feel Welcome. “Feel Welcome encapsulates the generosity and the very essence of hospitality. It is a promise addressed to all our audiences: customers, employees and partners, so that they feel expected, unique and privileged” – reads the company’s statement.
To reflect the group’s ambition, the new identity features a more statutory logo containing deep blue typography. This new logo continues to showcase the group’s symbol, the single, emblematic honey-colored bernache goose. This migratory bird is the brand and mobile app icon. According to AccorHotels, it symbolizes group spirit, determination and travel.