Accor Tone of Voice — Welcoming & Global

Tagline: "Feel Welcome"

Industry: Hospitality

Sector: Travel & Hospitality

How Accor Communicates

Accor leads with the feeling at the door. "Feel Welcome" is a two-word promise of belonging across very different hotels — warm, global, and centred on the guest. The voice is hospitable and easy, putting the guest’s comfort ahead of the brand.

Tone Words

Accor's brand voice is defined by the following tone words: Welcoming, Global, Diverse.

Communication Style

Language Style: Hospitable
Sentence Type: Command
Tense: Command
Expression: Imaginative

Accor Brand Story

Accor is a world-leading hospitality group operating 40+ brands across all segments.

Brand Message

Creating exceptional guest experiences across the globe

Brand Mission

To reinvent hospitality and deliver memorable experiences

Brand Positioning

Core Concept: Universal Welcome

Central Tension: Luxury vs. Economy

About Accor

Accor S.A. (French pronunciation: [akɔʁ]) is a French multinational hospitality company which owns, manages and franchises hotels, resorts and vacation properties. It is the largest hospitality company in Europe, and the sixth largest hospitality company worldwide. Accor operates 5,700 locations in over 110 countries. Its total capacity is approximately 850,000 rooms (end 2025). It owns and operates more than 40 hospitality brands: Luxury (Orient Express, Raffles, Fairmont, Sofitel), premium (Pullman, Swissôtel), midscale (Novotel, Mercure, Adagio), and economy (ibis, hotelF1). Accor also owns companies specialized in digital hospitality and event organization, such as onefinestay, D-Edge, ResDiary, John Paul, Potel & Chabot and Wojo. The company is headquartered in Issy-les-Moulineaux, France, and is a constituent of the CAC Next 20 index on the Paris stock exchange.

Frequently Asked Questions About Accor

What is Accor's tone of voice?

Accor uses a welcoming, global, diverse tone of voice. Their communication is hospitable, typically using command-style sentences in the command tense. Their tagline "Feel Welcome" exemplifies this voice.

How does Accor communicate with customers?

Accor is a world-leading hospitality group operating 40+ brands across all segments.

What is Accor's brand message?

Accor's core message: Creating exceptional guest experiences across the globe Their mission: To reinvent hospitality and deliver memorable experiences

What is Accor's slogan?

Accor's slogan is "Feel Welcome". It carries their welcoming, global, diverse voice.

What is Accor's mission?

Accor's mission: To reinvent hospitality and deliver memorable experiences

What makes Accor's brand voice unique?

Accor stands out through their welcoming, global, diverse communication style. Their central brand tension, "Luxury vs. Economy", shapes how they communicate across the Travel & Hospitality sector.

What language style does Accor use?

Accor uses hospitable language, with imaginative messaging, in command-style sentences, using the command tense.