Accor announces partnership with SHe Travel Club, the 1st hotel label focused on women’s travelling needs

Accor announces partnership with SHe Travel Club, the 1st hotel label focused on women’s travelling needs

Accor, a world leading hospitality Group, and SHe Travel Club, the only independent hotel label designed by women for women, today announce a partnership which aims to reimagine the female travel and hospitality experience.

SHe Travel Club is the first and only hotel label which leverages technology and women’s individual feedback to create a label specifically designed around meeting their expectations and requirements. Key Accor brands including Sofitel, MGallery, Novotel and Mercure will be part of a 50-hotel pilot in Europe and in the Middle East to encourage the deployment and growth of the She Label. Its ambition is to work hand in hand to raise the bar and support an improved travel experience for women.

Women represent 64% of global travelers, but according to SHe’s global survey of 5,000 women in five regions, 85% consider their needs are not fully met by the industry. The survey identified four key pillars: Safety, Comfort, Service and Dining & Entertainment. As such, the labelling process assesses hotels against these four categories and provides three levels (Silver, Gold and Platinum) catering for all hotel segments. More than two hundred hotels around the world have already been certified by the SHe Label.

Patrick Mendes, Group Chief Commercial Officer Accor, said: “We are delighted to partner with SHe Travel Club and to support its initiative to improve the travel experience for women. Accor is entrepreneurial and disruptive at its core and is always looking to support organizations innovating and developing positive solutions to redesign the hospitality blueprint with bespoke guest experiences.”

Maud Bailly, CEO Southern Europe and Co-Chair of Accor’s gender equality, diversity and inclusion network RiiSE added: “Taking care of people is in Accor’s DNA and this collaboration represents another step in ensuring our ecosystem is a safe, and inclusive environment for everyone to enjoy. Welcoming others, adapting and valuing their differences is one of the founding principles of our management ethic.”

Valérie Hoffenberg, She Travel Club founder, commented: “I’m pleased to initiate this partnership with Accor. Our SHe Label aims to promote hotels that adapt their offers to the specific expectations of women who travel. Our SHe Label contributes to the positive change of women empowerment all over the world.”

Alina Zapopadko, Hotel Manager, Novotel Dubai Al Barsha, commented: “Our team is thrilled to partner with SHe Travel Club and delighted to support the first hotel label in its ambition to improve travel experience for women and to accommodate the needs of new social paradigm. Novotel Dubai Al Barsha is proudly “wearing” The Platinum Label as the representation of its commitment to continuously support organizations innovating and redesigning solutions for exceptional hospitality experience”.

About Accor, a world-leading hospitality group

Accor is a world leading hospitality group consisting of 5,300 properties and 10,000 food and beverage venues throughout 110 countries. The group has one of the industry’s most diverse and fully-integrated hospitality ecosystems encompassing more than 40 luxury, premium, midscale and economy hotel brands, entertainment and nightlife venues, restaurants and bars, branded private residences, shared accommodation properties, concierge services, co-working spaces and more. Accor’s unmatched position in lifestyle hospitality – one of the fastest growing categories in the industry – is led by Ennismore, a joint venture, which Accor holds a majority shareholding. Ennismore is a creative hospitality company with a global collective of entrepreneurial and founder-built brands with purpose at their heart. Accor boasts an unrivalled portfolio of distinctive brands and more than 230,000 team members worldwide. Members benefit from the company’s comprehensive loyalty program – ALL – Accor Live Limitless – a daily lifestyle companion that provides access to a wide variety of rewards, services and experiences. Through its global sustainability commitments (such as achieving Net Zero Carbon emissions by 2050, global elimination of single use plastics in its hotels’ guest experience, etc.), Accor Solidarity, RiiSE and ALL Heartist Fund initiatives, the Group is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity and inclusivity. Founded in 1967, Accor SA is headquartered in France and publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticket: ACCYY) in the United States. For more information visit or follow Accor on Twitter, Facebook, LinkedIn, and Instagram.

Line Crieloue
Group external communications – Executive Director – Corporate
+33 1 45 38 18 11