ALL Accor, the booking platform and loyalty programme of the French hospitality group, is reviving its Dream Tournament this spring, handing a select group of members the chance to pull on the boots and play a match at Paris Saint-Germain’s Parc des Princes.
The one-day event, scheduled for 18 May, will see loyalty members from across the globe, joined by a handful of competition winners, take to the pitch alongside a line-up of PSG legends that includes Blaise Matuidi, Javier Pastore, Mamadou Sakho, Guillaume Hoarau and Pedro Miguel Pauleta. Between them, the five former professionals represent some of the most recognisable figures from the Parisian club’s modern era, spanning the midfield, attack and defence.
Participants will enter the stadium through the players’ tunnel, use the first-team dressing room to prepare and then take to the turf for matches captained by the legends themselves. ALL Accor says the day has been engineered as a fully immersive experience, extending beyond the 90 minutes with curated gastronomy and lifestyle moments drawn from across the group’s portfolio of brands, which spans Raffles, Fairmont, Sofitel, Pullman, Novotel and Ibis, among others.
The return of the Dream Tournament underscores the growing importance of experiential rewards within the premium loyalty landscape, a trend that has sharpened as corporate travellers and affluent leisure guests increasingly prize access over discounts. ALL Accor has positioned the programme around what it terms “money-can’t-buy experiences:, a category that has become a key battleground between the major international hotel groups as they compete for share of wallet among frequent stayers.
“With ALL Accor, loyalty becomes a passport to unique experiences that are otherwise out of reach,” the company said, adding that the Dream Tournament was a “concrete illustration” of that positioning.
For business travellers, who typically accrue the majority of hotel loyalty points through corporate stays, events of this kind offer a compelling redemption option that sits well outside the traditional free-night proposition. Accor’s long-standing main sponsorship of Paris Saint-Germain, which adorns the club’s shirt front, has given the group a steady pipeline of football-themed member benefits, from match tickets and training-ground access to meet-and-greets with the current squad.
By drawing participants from multiple markets for a single shared day in Paris, ALL Accor is also making a pointed statement about the international reach of its programme, which now counts tens of millions of members worldwide. The format, mixed teams of strangers from different countries, guided by household-name players, is designed to double as a networking moment as much as a footballing one.
For those unable to secure a place on the pitch this May, the broader message from Accor’s marketing team is clear: the points accumulated on the next business trip may yet prove the ticket to something rather more memorable than an upgraded room.