ALL Accor is transforming Roland-Garros 2026 into a global luxury hospitality experience that stretches far beyond the famous clay courts of Paris, blending sport, travel, gastronomy and design across hotels and destinations worldwide.
The hospitality group is using its long-running partnership with the French Grand Slam tournament to create immersive experiences not only at the event itself, but also throughout its wider hotel and loyalty ecosystem.
Running from 18 May to 7 June, the initiative reflects a growing trend among luxury brands to move beyond traditional sponsorship and create experiences that allow guests to feel fully immersed in major cultural and sporting events.
Le Royal Monceau Becomes A Roland-Garros Destination
The centrepiece of the activation is Le Royal Monceau – Raffles Paris, which has been completely redesigned around the colours, textures and visual identity of Roland-Garros.
Rather than a simple themed decoration, the hotel has undergone a large-scale artistic transformation inspired by clay, light and glass.
Dichroic glass installations reflect shifting colours throughout the property, while the inner courtyard swimming pool has been reimagined as an artistic tennis court complete with a glass umpire chair and net.
The Royal Monceau Suite also incorporates references to the tournament, including design elements inspired by Court Philippe-Chatrier and curated tennis memorabilia.
Lacoste, Gastronomy And Cinema Experiences
Lacoste has taken over Bar Long inside the hotel, introducing a co-created visual identity alongside exclusive pastries by Executive Pastry Chef Yazid Ichemrahen and specially created cocktails.
Staff uniforms have also been redesigned using pieces from Lacoste’s collection, extending the tennis aesthetic throughout the guest experience.
Meanwhile, the hotel’s Royal Film Club is screening live tournament matches in a private cinema setting, offering guests an alternative way to experience the championship atmosphere.
Roland-Garros Experiences Reach International Hotels
Accor is also extending the concept internationally through selected hotels in Tokyo, Shanghai and São Paulo.
Pullman Tokyo Tamachi and MGallery Shanghai Nanjing will feature dedicated Roland-Garros themed rooms and suites available through ALL.com.
In Brazil, Pullman São Paulo Ibirapuera will host live screenings during the tournament finals and welcome renowned tennis coach Larry Passos for commentary and guest appearances.
The expansion reflects a broader strategy to turn a single sporting event into a globally connected hospitality experience across multiple destinations.
Luxury Lounges And Exclusive Member Experiences
At Roland-Garros itself, ALL Accor members will have access to an exclusive courtside lounge created by Potel et Chabot Creative Studio in collaboration with artist Sarah Espeute.
The space will combine hospitality, art and relaxation through afternoon tea services, chef residencies, embroidery workshops and a Moët & Chandon champagne bar.
Accor is also using its loyalty programme to offer premium tournament access through ALL Accor Auctions, allowing members to bid for tickets to major matches using loyalty points.
Wellness And Recovery At The Tournament
The partnership also extends into player wellness, with the Recovery & Serenity Center at Court Philippe-Chatrier redesigned by MGallery Collection.
The space has been conceived as a calming retreat focused on rest, recovery and mental balance during the tournament.
A New Model Of Luxury Event Hospitality
Through the Roland-Garros partnership, ALL Accor is positioning luxury hospitality as something built not only around access, but around atmosphere, storytelling and emotional immersion.
By connecting tennis, design, gastronomy, wellness and travel into a single curated experience, the company is reshaping how global sporting events are experienced by luxury travellers and loyalty members alike.
