ALL Accor, the powerful booking platform and loyalty programme of Accor, is inviting a new wave of creators to step behind the scenes of the travel industry, with the launch of the ALL Accor Creator Academy, a new programme designed to train and connect aspiring storytellers with one of the world’s largest hotel groups.
Launching in Australia today and across the MEA APAC region later this year, the Academy offers a rare opportunity to learn how travel content is created at a professional level, while gaining direct access to Accor’s global network of hotels, brands and experiences.
As travel discovery continues to shift, with decisions increasingly influenced by content seen on social platforms well before a trip is planned, the ALL Accor Creator Academy has been developed to meet this change head on – ensuring creators are equipped to produce content that meets both audience expectations and brand standards. Unlike traditional creator courses, graduates exit with a pipeline of paid opportunities, brand access and a recognised credential.
Bridging the skills and quality gap
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As content demand accelerates, quality and capability have not kept pace. According to a 2025 Sprout Social Benchmark Report, 70% of hotel user-generated content does not meet brand standards, and only a small proportion of creators can shoot to a commercial level. At the same time, CreatorIQ’s 2024 Creator Study showed 84% of creators were actively seeking structured brand training, yet few pathways exist within travel and hospitality.
Answering the call – a new way into the travel industry
The ALL Accor Creator Academy programme is delivered over 3–5 weeks through a series of bite-sized, mobile-first lessons, with eight modules covering storytelling, filming techniques, brand collaboration and the fundamentals of travel content creation. Developed and taught by working creators, each module reflects the real expectations of brands today, ensuring the learning is grounded in practical, current industry insight.
Combining flexible, self-paced learning with real-world application, the curriculum gives participants a clear, practical understanding of how to capture and share travel experiences to the highest standards.
Setting the standard: Built by hospitality, for hospitality
Unlike platform-led creator training, the ALL Accor Creator Academy is grounded in a clear understanding of what brands and properties require from creators.
While many creator programmes focus on building social media followings, the Academy teaches participants how to develop their creative voice, respond to briefs, and produce professional content. Training will culminate in a dedicated “Creation Week”, where students will execute a live brief with mentorship support at one of three host properties: Hotel Woolstore 1888 – Handwritten Collection in Sydney, Shadow Play Melbourne by Peppers, or Novotel Surfers Paradise on the Gold Coast.
The Academy is led by Accor and a group of guest mentors, including travel creators Twosome Travellers (James and Alex), Lola Hubner and Lee Besser, alongside Adrian Williams, Accor’s Chief Operating Officer in the Pacific region, Roya l’Anson, General Manager of Accor’s Hotel Woolstore 1888 Sydney – Handwritten Collection and Jessica Baider, Manager of Influencers and Content Creators for Accor (Middle East, Africa, Asia-Pacific.)
More than just a course, a pathway to opportunity
The Academy will act as a trusted, industry-facing talent pool, streamlining how brands, hotels and partners identify and work with creators. Graduates also receive ongoing access to a global network of future stays, campaigns and creative opportunities with Accor and its brand partners.
The first globally recognised creator certification specific to hospitality
Graduates will join an invite-only network of recognised content partners within Accor, and receive ALL Accor Gold loyalty status as part of their membership.
Jessica Baider, Manager of Influencers and Content Creators for Accor (Middle East, Africa, Asia-Pacific), said: “Creators are playing an increasingly important role in how people discover and experience travel. As brands automate more content, the value of authentic human storytelling is only increasing, and we’re thrilled to be the first hotel group to invest in a trained creator pipeline with our industry-first initiative. I’m looking forward to seeing our graduates flourish and generate opportunities across our network.”
Lee Besser said, “’When I started out, there was no real pathway for travel creators who wanted to work with brands at a professional level, you figured it out as you went. The Academy is the structured route I wish existed back then. It’s not about chasing followers, it’s about building real craft and giving creators a genuine seat at the table with one of the world’s leading hotel groups.”
Open to a broad community of creators at no cost
Importantly, the ALL Accor Creator Academy is free to join. The programme has been designed to be accessible, and attract a diverse mix of creators and demographics. Open to emerging creators as well as those who may not traditionally see themselves as part of the influencer space, the course has been deliberately designed to engage the breadth of the Accor’s global community.
Guest Contributor
2026-05-07 02:50:00