3 days ago
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.'
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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 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.
