The initiative, part of Accor’s ALL loyalty and booking platform, will roll out across the Middle East, Africa and Asia-Pacific regions later this year. It is designed to address growing demand for high-quality travel content as trip planning becomes increasingly influenced by social media.
Accor said the programme responds to a gap between content demand and creator capability. Citing a 2025 Sprout Social Benchmark Report, the company noted that 70 per cent of hotel user-generated content does not meet brand standards, while CreatorIQ research found 84 per cent of creators are seeking structured brand training.
Delivered over three to five weeks, the course features eight mobile-first modules covering storytelling, filming techniques, brand collaboration and travel content fundamentals. The curriculum has been developed and taught by working creators, with a focus on practical, real-world skills.
Participants will also complete a “Creation Week”, executing a live brief at one of three Australian properties: Hotel Woolstore 1888 – Handwritten Collection in Sydney, Shadow Play Melbourne by Peppers, or Novotel Surfers Paradise on the Gold Coast.
"Creators are playing an increasingly important role in how people discover and experience travel," said Jessica Baider, Manager of Influencers and Content Creators for Accor (Middle East, Africa, Asia-Pacific).
"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."
Accor said the Academy differs from traditional creator courses by focusing on professional standards and brand collaboration rather than audience growth. Graduates will gain access to paid opportunities, ongoing campaigns and a global network of Accor partners, as well as ALL Accor Gold loyalty status.
The programme is free to join and open to a broad range of participants, including emerging creators and those new to content creation. Applications for the first intake opened on May 7 and will close on May 17, 2026, with further expansion planned across other regions later this year.