ALL Accor Survey Finds Travelers Prioritize Rest, Connection and Memories

A survey of 7,019 travelers also found that loyalty programs remain important in booking decisions, although respondents said they want benefits that provide recognition, convenience and access to experiences.

Research examines travel motivations

ALL Accor, Accor’s travel and lifestyle membership program, has introduced a global campaign called “Stay for more,” supported by research into travelers’ expectations and priorities.

The company commissioned OpinionWay to survey 7,019 travelers in seven markets. The study was supplemented by analysis from NellyRodi, a foresight and brand strategy agency. The findings show travelers want time away from daily pressures while also seeking opportunities to spend time with family and friends.

The research identified a desire for travel that focuses less on completing a full itinerary and more on the emotional impact of a trip. Respondents cited relaxation, freedom, cultural discovery, nature and unusual experiences among the elements that can make travel meaningful.

The survey found that 43% of respondents said their desire to travel stems primarily from a need to unwind after an intense period at work. Another 44% reported stress or fatigue. Twenty percent said they seek freedom from everyday demands, while 32% said travel can mark the start of a new chapter.

Memories and experiences cited as priorities

The study found that memories created during a trip are a major consideration for travelers. Fifty-six percent of respondents said a successful trip allows them to create meaningful memories with loved ones. Forty-seven percent identified an experience in nature and exceptional scenery as important, while 46% cited immersion in local culture. Forty-two percent said an unusual experience was a defining part of a successful trip.

ALL Accor said the findings suggest that travelers increasingly assess trips by the impact of an experience rather than by the number of destinations visited or activities completed.

The company’s research also points to the role hotels can play beyond accommodation. It described hotels as potential starting points for local exploration, cultural experiences, meetings and leisure activities. This view is reflected in the “Stay for more” platform, which links hotel stays with experiences, rewards and partner offerings.

Four travel aspirations identified

The research outlined four broad aspirations that may shape traveler choices: peace of mind, connection with others, access to unusual experiences and personal reflection.

The first category, peace of mind, focuses on reducing the planning and decision-making required during a trip. Thirty-four percent of respondents said they seek calm while traveling, and 25% said they want to enjoy time away without organizing every detail themselves.

Connection was another major theme. Forty-three percent said spending quality time with loved ones is a priority during travel. Thirty-five percent said they travel to reunite with family and friends or to share a break with them. In addition, 26% said the happiness of people close to them directly contributes to the quality of their trip.

The report also found interest in distinctive experiences. Twenty-eight percent said they want to take part in something rare, while 34% seek experiences they could not have had otherwise. Forty-six percent identified unusual events or activities as a key part of an unforgettable memory.

The fourth category, personal affirmation, relates to travel as an opportunity to step back from normal routines. Twenty-eight percent said they travel to gain perspective and refocus, while 18% said travel helps them rediscover aspects of themselves that may not emerge in daily life.

Loyalty programs remain a booking factor

The survey found that loyalty programs continue to influence booking behavior. Sixty-five percent of respondents said they favor brands that let them earn points or benefits. The figure rose to 75% among respondents aged 25 to 35.

However, the research indicated that travelers expect more from loyalty programs than points-based rewards. Thirty-six percent said they want to feel rewarded for their loyalty, while 31% want to feel confident and at ease during the customer journey. Twenty-five percent said they value access to experiences that are not widely available, and 20% said they want unexpected gestures.

ALL Accor said its membership program has more than 120 million members, five membership tiers and more than 140 partners. The company said the program is intended to provide member rates and benefits from the first stay, with additional tiers for more frequent travelers.

Campaign rollout planned in more than 20 markets

The “Stay for more” campaign was developed by Saatchi & Saatchi, part of Publicis Groupe. The campaign uses stories focused on a travel experience, the emotion it evokes and the benefits offered through the membership program.

According to ALL Accor, the campaign will be rolled out in more than 20 markets, including France, the United Kingdom, Australia and Brazil. It will include media advertising, social-media activity, digital communications, customer relationship management outreach and limited experiences for members.

The company said the campaign’s message is intended to address travelers who want flexibility, recognition and more personal travel experiences. Its research suggests that consumers are balancing practical considerations, such as convenience and loyalty benefits, with a growing interest in rest, relationships and experiences that remain meaningful after a trip ends.