A grand slam year: Roland-Garros themed suites launches at Pullman Dubai Downtown
Paul Stevens, Chief Operating Officer, Premium, Midscale & Economy Division, Middle East, Africa & Türkiye at Accor says, 'Through our global partnership with Roland-Garros, we're proud to bring this iconic French sporting experience to the region. More than a themed stay, this collaboration celebrates culture and sport in the heart of Dubai, aligning with the UAE's vision to become a global hub for lifestyle, tourism, and innovation in hospitality.'
'We've moved from visibility to immersion. These fully transformed properties with Roland-Garros-inspired design, programming, and fan zones allow guests to live the tournament spirit wherever they are,' says Kerry Healy, Chief Commercial Officer, Premium, Midscale & Economy, Middle East, Africa, and Asia Pacific at Accor.
It transforms a signature suite into an immersive, grand slam-inspired tennis retreat, offering guests a chance to experience the Parisian tournament in the heart of Dubai. But this activation is just one part of a much larger play for emotional loyalty, immersive experiences, and global brand storytelling.
From branding to loyalty
ALL Accor branding is prominently featured on-site at Roland-Garros, from courtside signage to hospitality spaces and fan activations. Healy notes, the branded suites were the result of a significant uplift in net media value for ALL Accor (their loyalty program) following the renewed Roland-Garros partnership in 2014, particularly due to enhanced brand visibility on the tournament's main courts.
At the same time, viewership of Roland-Garros grew across priority markets for Accor, not just the Middle East, but globally, including Brazil, the U.S., Western Europe, and China. These insights revealed a strong appetite for premium, lifestyle-driven sports content among global audiences.
In response, Accor strategically rebranded select hotels to bring the tournament's unique energy and atmosphere directly to guests.
'That's why we extended the experience beyond the screen, rebranding select hotels and creating immersive Roland-Garros atmospheres on property, to engage tennis fans and guests locally in an authentic, emotionally resonant way,' comments Healy.
The combination of branding and loyalty efforts strengthens Accor's engagement with its audience, extending its reach beyond the tournament itself and into its own suites.
The Roland-Garros themed suites
Open from May 27, 2025, to May 2026, the immersive suites and hotel transformations launched at Pullman flagship properties in Paris, Tokyo, and São Paulo – each being the first and only officially licensed Roland-Garros themed suites ever created in their respective countries. These activations are tailored to reflect the local market while staying true to the brand's cosmopolitan and experiential DNA.
The suite highlights an immersive in-room design with bespoke Roland-Garros décor, exclusive gaming content, and curated culinary offerings, aimed at engaging tennis fans, design lovers, and cosmopolitan travellers alike.
'Our strategy focuses on direct engagement with tennis fans, lifestyle travellers, and ALL Accor loyalty members, using both global and hyper-local tools,' says Healy.
In parallel, Pullman Dubai Downtown activated live tournament screenings and themed events at Breadhouse Bistro & Bakery to further amplify the Grand Slam energy for guests and locals. In-hotel activations, like watch parties, themed dining menus, and immersive fan zones, supported converting locals and walk-ins into brand advocates, making the experience accessible even without a suite booking. And finally, the Limitless Experiences rewarded members with access to Roland-Garros, building emotional loyalty and word-of-mouth buzz far beyond the campaign window.
The global media rollout was launched on platforms like YouTube and Meta and is being tailored to meet younger audiences where they live and engage online. The 360° content strategy included behind-the-scenes footage, influencer collaborations, and immersive storytelling across social media and digital channels to drive emotional connection and virality.
Hyper-targeted digital ads on platforms like Meta and YouTube, tailored by market (including the UAE, France, Japan, Brazil, and more), are being used to reach tennis audiences during high-intent moments – especially around key tournament dates.
Meeting new generations where they are
While not explicitly targeted at high-net-worth individuals, the Roland-Garros audience naturally overlaps with Accor's luxury and premium segments. But there's also a strong generational element to the marketing initiative.
'We're not just targeting traditional tennis fans; we're intentionally reaching younger, experience-driven audiences who value curated, culturally relevant brand moments,' says Healy. 'Younger demographics, particularly Millennials and Gen Z, are increasingly drawn to brands that offer more than just a product or service. They want emotionally resonant experiences, personal relevance, and digital-first engagement. That's exactly what this Roland-Garros partnership delivers.'
She continues, 'By elevating ALL Accor as not just a loyalty program but a cultural connector, linking tennis, travel, and lifestyle, we're speaking directly to younger consumers who want to align with brands that share their passions in travel, sport, and unique experiences.'
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Designed for the Roland-Garros enthusiast
The initiative aligns with ALL Accor's broader mission: to evolve its loyalty program into a global lifestyle brand. At the 2024 tournament, Accor launched Advantage ALL.com, a new platform connecting tennis fans with privileged access to hotels, curated experiences, and exclusive rewards.
Healy says, 'Our partnership reflects a long-term strategic commitment to elevating ALL Accor, our loyalty program, as a global lifestyle and hospitality brand, particularly in the world of sport,' says Kerry Healy, Chief Commercial Officer, Premium, Midscale & Economy, Middle East, Africa, and Asia Pacific at Accor.
'This platform connects tennis fans with the world of ALL Accor, offering privileged hotel access, loyalty rewards, and curated lifestyle experiences. Our goal is to make ALL Accor the natural choice for tennis enthusiasts, not just during the tournament, but year-round,' She adds.
As a result, the branded suite aims to deliver a Grand Slam experience while aligning with ALL Accor's ongoing mission to connect guests with culture, sport, and lifestyle experiences.
The Roland-Garros themed suites in Dubai is just the beginning. 'Our work with Roland-Garros is a blueprint for how we blend brand, sport, lifestyle, and loyalty into a cohesive and enduring global platform, one that creates real value for guests, hotel owners, and the broader Accor ecosystem,' comments Healy.
She adds, 'This isn't just about regional awareness. It's a global brand play. The goal is to scale and adapt this concept across other markets over time, depending on brand fit, guest appetite, and regional event relevance – so while it starts in Dubai for the Middle East, it's not the last.'
With international campaigns spanning France, the UK, the U.S., Australia, and Brazil, the brand is building a year-round lifestyle offering that meets guests at the intersection of passion and travel.
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VISIT WEBSITE Qualtrics is an all-in-one customer experience solution provider, offering website & app feedback tools for organisations to collect customer feedback efficiently. Its digital experience analytics capabilities combined with DXA integrations, bring together verbal and behavioural data for in-depth analysis of user feedback. VISIT WEBSITE HubSpot is a one-stop marketing platform, providing customer feedback software under its Service Hub offerings. Its pre-built APIs include net promote score (NPS), customer effort score (CES), and customer satisfaction (CSAT) surveys, allowing marketers to strengthen their customer loyalty strategy. VISIT WEBSITE Medallia is a comprehensive platform, enabling marketers to capture feedback from all customer touch points. Some of its popular feedback management software capabilities include Sense360 for analysing consumer spending, Medallia Video to automatically extract meaningful insights from customer's feedbacks and Agile Research for creating branded surveys in real-time. VISIT WEBSITE Zeotap lets brands integrate, unify, segment and orchestrate customer data, fostering a cookieless future. It offers a 'Non-Customer Entity Data' feature that helps marketers to integrate both customer and non-customer entity data. VISIT WEBSITE Twilio provides, Twilio Segment, an AI-powered CDP, enabling marketers to streamline their personalised customer engagement journeys. It brings together clean, consented customer data for real-time insights with 450+ pre-built connectors. VISIT WEBSITE Syntasa provides data-ready CDP capabilities, equipping marketers with essential tools to prepare their customer data. It offers real-time sentiment analytics capabilities, helping enterprises derive behavioural insights from unified user profiles to foster hyper-personalised experiences. VISIT WEBSITE SAP is a company-wide customer data management platform, helping marketers improve engagement, conversion, and retention. It offers a genAI-powered data model, enabling enterprises to unify their B2B and B2C customers' profiles to reach their personalisation goals. VISIT WEBSITE Oracle is a global database management company, providing CDP solutions, under its flagship product: Oracle Unity. Its AI-powered models enable marketers to create hyper-personsalised campaigns with predictive insights by streamlining real-time customer data from heterogeneous sources. VISIT WEBSITE Growthloop is a composable CDP platform, allowing marketing and sales team to action their data at scale. It offers GrowthLoop Audience Builder, enabling marketers to initiate their lead generation functions. VISIT WEBSITE Adobe Experience Cloud offers a real-time CDP, letting users create high-value audience segments for B2C and B2B use cases across their marketing funnel. It follows a cookieless marketing approach to automatically unify customer data across various online and offline channels in real-time. VISIT WEBSITE ActionIQ is a composable CDP platform that offers audience segmentation, acquisition marketing, and Customer 360 capabilities. It integrates analytical tools, enabling marketers to collect and analyse their first-party customer data at scale. VISIT WEBSITE Zoho CRM leverages automation and comprehensive analytics to empower any sales team, fostering stronger customer loyalty. Ideal for both small businesses and enterprises, this software enables enhanced productivity and tailored solutions through predictive intelligence. VISIT WEBSITE Zendesk offers Zendesk Sell, an easy-to-deploy CRM platform that is simple to deploy and navigate, catering to businesses of any scale. Its mobile-friendly Sell app has the functionalities of geolocation, helping sales and marketing teams. Offering an all-in-one CRM platform, organisations can implement use cases like prospecting, engagement, lead generation and communication capabilities. VISIT WEBSITE SugarCRM is a global CRM software provider, helping marketing, sales, and service teams improve efficiency through automation, data, and intelligence in near real-time. It offers Sugar Market, an all-in-one marketing automation platform that helps marketers to automate their campaign with higher ROI. VISIT WEBSITE Salesforce is a one-stop sales and support CRM software that regularly updates customer records, tracks emails and calls, and creates organised support processes for quicker customer responses. Its simple and scalable infrastructure is ideal for businesses of all sizes. VISIT WEBSITE Pipedrive stands out with its emphasis on automation, tailorability, and seamless integration. Purposefully built to enhance the efficiency and productivity of sales professionals, this CRM solution has an intuitive setup and robust capabilities. It facilitates lead generation, comprehensive sales analytics, and seamless business expansion. VISIT WEBSITE Oracle NetSuite CRM, a component of Oracle's business software suite, is for all midsize and booming businesses that want a comprehensive, integrated CRM solution with ERP capabilities. Using it, customers and partners can directly interact with the platform, freeing the additional work load for their sales team. VISIT WEBSITE Microsoft Dynamics 365 Sales represents a robust cloud-based CRM solution brimming with features such as pipeline assessment, relationship analytics, and conversational intelligence. It utilises AI-powered insights to provide actionable intelligence via predictive analytics, lead scoring and sentiment analysis. VISIT WEBSITE Less Annoying is a CRM software that utilises a straightforward search feature within its contact management system, making it easy to track contacts. It is ideal for small-sized businesses and offers a highly intuitive and user-friendly interface. VISIT WEBSITE Insightly offers CRM software solutions for enterprises looking to understand their audience data across various marketing functions. It integrates seamlessly with third-party apps, streamlining workflow automation, including bulk emailing and report generation. VISIT WEBSITE HubSpot's sleek dashboard with consolidated CRM tools simplify complex customer data, further transforming it into meaningful insights. Complementing typical CRM functionalities, HubSpot provides tailored options, including conversation intelligence and email monitoring. VISIT WEBSITE Apptivo delivers adaptable and web-based CRM solutions, enabling marketing and sales teams to streamline all customer service requirements across various devices and browsers. Despite its focused feature set, it encompasses over 65 interconnected applications alongside a robust sales pipeline management tool, ensuring efficient tracking of potential leads without any downtime. VISIT WEBSITE Sitecore offers composable cloud solutions with its flagship products, Sitecore Experience Platform(XP) and Sitecore Experience Manager (XM). They help marketers to overcome scalability challenges. Some of its features include intuitive visual editing, headless delivery, marketing automation, scalable personalisation, data and machine learning capabilities. VISIT WEBSITE Salesforce Experience Cloud is a platform that helps enterprises link clients, partners, and employees to securely exchange information and documents. Built on its Customer 360 platform, Salesforce's DXP ensures seamless integration with any solution in the Salesforce ecosystem. VISIT WEBSITE Oracle Cloud offers a comprehensive suite of platform-based marketing automation solutions for personalised B2B and B2C automation campaigns. Some of its featured products are Eloqua Marketing Automation, CrowdTwist Loyalty and Engagement, and Unity Customer Data Platform. VISIT WEBSITE Optimizely is a digital experience platform (DXP) provider that offers Optimizely One, an easy-to-use and fully integrated suite. It provides a single, unified workflow with thoughtfully embedded AI and machine-learning algorithms, accelerating work across the entire marketing lifecycle. VISIT WEBSITE OpenText offers a cloud-native, scalable platform for enterprises to streamline their marketing functions. It provides fully composable content management, digital asset management, creative workflows, personalisation, targeting and customer data technologies in one place, ensuring a holistic approach to B2B, B2E and B2C experiences. VISIT WEBSITE Neptune DXP is a PaaS(Platform-as-a-Service) provider, helping marketing teams build custom apps based on modular, reusable application building blocks. The company offers flexible environments to businesses across different verticals, further providing personalised digital solutions at scale. VISIT WEBSITE Magnolia is a composable DXP that comes with no-code connector packs and low-code micro-frameworks for third-party integrations. It also offers an open-source version alongside its commercial plans enabling enterprises to build tailored use cases. VISIT WEBSITE Liferay DXP helps marketers deliver personalised and connected digital experiences across a broad range of channels, including customer portals, websites, intranets, mobile apps, and connected devices. It offers intuitive CMS, user analytics, and site management tools that businesses need to launch, test and optimise digital experiences for faster go-to-market. VISIT WEBSITE Powered by IBM Consulting, IBM iX offers a composable DXP, providing a comprehensive solution to make enterprises' systems future-ready. Utilising its data-driven insights and intelligent workflows, marketers can design and deliver human-centred experiences across the customer lifecycle. VISIT WEBSITE HCL Digital Experience (DX), forms part of a wider HCL Customer Experience (CX) product portfolio, offering core capabilities such as content management, DAM, CDP called Signals, and low-code application development. It provides services in government, life sciences, insurance, financial services, and other verticals. VISIT WEBSITE Contentstack is a headless CMS and Composable Digital Experience Platform (DXP) solution provider that helps marketers gain a competitive edge. It recently launched into Google Cloud Marketplace, and is also available on Microsoft Azure and AWS. It seamlessly enables mid-market brands to adopt its omnichannel campaign engine to drive higher conversions and sales. VISIT WEBSITE Bloomreach Commerce Experience Cloud provides businesses an edge with its modular capabilities: Content Management System (CMS), Discovery features for search and merchandising optimisation, and Engagement tools such as Customer Data Platforms (CDP) for personalisation and analytics. VISIT WEBSITE Adobe Experience Cloud offers a comprehensive set of services specifically designed to address the day-to-day requirements for personalised customer experience at scale. Its platform helps manage different digital content and assets to improve customer satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage. VISIT WEBSITE Acquia offers DXP solutions, comprising of two main elements: Acquia Drupal Cloud and Acquia Marketing Cloud. It can be accessed in both platform-as-a-service (PaaS) and software-as-a-service (SaaS) with additional components such as Site Factory for multisite management, digital asset management (DAM), CDP, personalisation, and Campaign Studio. VISIT WEBSITE
Campaign ME
a day ago
- Campaign ME
A grand slam year: Roland-Garros themed suites launches at Pullman Dubai Downtown
Accor's Pullman Dubai Downtown is serving up a hospitality experience with the launch of the Roland-Garros themed suites – the first of its kind in the Middle East, developed as a part of ALL Accor's loyalty program, and an official partner of the tournament since 2015. Paul Stevens, Chief Operating Officer, Premium, Midscale & Economy Division, Middle East, Africa & Türkiye at Accor says, 'Through our global partnership with Roland-Garros, we're proud to bring this iconic French sporting experience to the region. More than a themed stay, this collaboration celebrates culture and sport in the heart of Dubai, aligning with the UAE's vision to become a global hub for lifestyle, tourism, and innovation in hospitality.' 'We've moved from visibility to immersion. These fully transformed properties with Roland-Garros-inspired design, programming, and fan zones allow guests to live the tournament spirit wherever they are,' says Kerry Healy, Chief Commercial Officer, Premium, Midscale & Economy, Middle East, Africa, and Asia Pacific at Accor. It transforms a signature suite into an immersive, grand slam-inspired tennis retreat, offering guests a chance to experience the Parisian tournament in the heart of Dubai. But this activation is just one part of a much larger play for emotional loyalty, immersive experiences, and global brand storytelling. From branding to loyalty ALL Accor branding is prominently featured on-site at Roland-Garros, from courtside signage to hospitality spaces and fan activations. Healy notes, the branded suites were the result of a significant uplift in net media value for ALL Accor (their loyalty program) following the renewed Roland-Garros partnership in 2014, particularly due to enhanced brand visibility on the tournament's main courts. At the same time, viewership of Roland-Garros grew across priority markets for Accor, not just the Middle East, but globally, including Brazil, the U.S., Western Europe, and China. These insights revealed a strong appetite for premium, lifestyle-driven sports content among global audiences. In response, Accor strategically rebranded select hotels to bring the tournament's unique energy and atmosphere directly to guests. 'That's why we extended the experience beyond the screen, rebranding select hotels and creating immersive Roland-Garros atmospheres on property, to engage tennis fans and guests locally in an authentic, emotionally resonant way,' comments Healy. The combination of branding and loyalty efforts strengthens Accor's engagement with its audience, extending its reach beyond the tournament itself and into its own suites. The Roland-Garros themed suites Open from May 27, 2025, to May 2026, the immersive suites and hotel transformations launched at Pullman flagship properties in Paris, Tokyo, and São Paulo – each being the first and only officially licensed Roland-Garros themed suites ever created in their respective countries. These activations are tailored to reflect the local market while staying true to the brand's cosmopolitan and experiential DNA. The suite highlights an immersive in-room design with bespoke Roland-Garros décor, exclusive gaming content, and curated culinary offerings, aimed at engaging tennis fans, design lovers, and cosmopolitan travellers alike. 'Our strategy focuses on direct engagement with tennis fans, lifestyle travellers, and ALL Accor loyalty members, using both global and hyper-local tools,' says Healy. In parallel, Pullman Dubai Downtown activated live tournament screenings and themed events at Breadhouse Bistro & Bakery to further amplify the Grand Slam energy for guests and locals. In-hotel activations, like watch parties, themed dining menus, and immersive fan zones, supported converting locals and walk-ins into brand advocates, making the experience accessible even without a suite booking. And finally, the Limitless Experiences rewarded members with access to Roland-Garros, building emotional loyalty and word-of-mouth buzz far beyond the campaign window. The global media rollout was launched on platforms like YouTube and Meta and is being tailored to meet younger audiences where they live and engage online. The 360° content strategy included behind-the-scenes footage, influencer collaborations, and immersive storytelling across social media and digital channels to drive emotional connection and virality. Hyper-targeted digital ads on platforms like Meta and YouTube, tailored by market (including the UAE, France, Japan, Brazil, and more), are being used to reach tennis audiences during high-intent moments – especially around key tournament dates. Meeting new generations where they are While not explicitly targeted at high-net-worth individuals, the Roland-Garros audience naturally overlaps with Accor's luxury and premium segments. But there's also a strong generational element to the marketing initiative. 'We're not just targeting traditional tennis fans; we're intentionally reaching younger, experience-driven audiences who value curated, culturally relevant brand moments,' says Healy. 'Younger demographics, particularly Millennials and Gen Z, are increasingly drawn to brands that offer more than just a product or service. They want emotionally resonant experiences, personal relevance, and digital-first engagement. That's exactly what this Roland-Garros partnership delivers.' She continues, 'By elevating ALL Accor as not just a loyalty program but a cultural connector, linking tennis, travel, and lifestyle, we're speaking directly to younger consumers who want to align with brands that share their passions in travel, sport, and unique experiences.' View this post on Instagram A post shared by Pullman Dubai Downtown (@pullmandubaidowntown) Designed for the Roland-Garros enthusiast The initiative aligns with ALL Accor's broader mission: to evolve its loyalty program into a global lifestyle brand. At the 2024 tournament, Accor launched Advantage a new platform connecting tennis fans with privileged access to hotels, curated experiences, and exclusive rewards. Healy says, 'Our partnership reflects a long-term strategic commitment to elevating ALL Accor, our loyalty program, as a global lifestyle and hospitality brand, particularly in the world of sport,' says Kerry Healy, Chief Commercial Officer, Premium, Midscale & Economy, Middle East, Africa, and Asia Pacific at Accor. 'This platform connects tennis fans with the world of ALL Accor, offering privileged hotel access, loyalty rewards, and curated lifestyle experiences. Our goal is to make ALL Accor the natural choice for tennis enthusiasts, not just during the tournament, but year-round,' She adds. As a result, the branded suite aims to deliver a Grand Slam experience while aligning with ALL Accor's ongoing mission to connect guests with culture, sport, and lifestyle experiences. The Roland-Garros themed suites in Dubai is just the beginning. 'Our work with Roland-Garros is a blueprint for how we blend brand, sport, lifestyle, and loyalty into a cohesive and enduring global platform, one that creates real value for guests, hotel owners, and the broader Accor ecosystem,' comments Healy. She adds, 'This isn't just about regional awareness. It's a global brand play. The goal is to scale and adapt this concept across other markets over time, depending on brand fit, guest appetite, and regional event relevance – so while it starts in Dubai for the Middle East, it's not the last.' With international campaigns spanning France, the UK, the U.S., Australia, and Brazil, the brand is building a year-round lifestyle offering that meets guests at the intersection of passion and travel.
