ALL Accor Creator Academy — Terms and Conditions

Last updated: April 2026

The ALL Accor Creator Academy ("Programme") is operated by AAPC Limited (ABN 87 009 175 820) and its affiliates ("Accor"), with registered address at Level 23, 1 Bligh Street, Sydney NSW 2000. These terms ("Terms") govern participation in the Programme. By submitting an application, you acknowledge that you have read and understood these Terms and agree to be bound by them.

1. Eligibility and acceptance into the Programme

1.1 Eligibility: To be eligible to apply for the Programme, an applicant must: (a) be at least 18 years of age; (b) be ordinarily resident in Australia or New Zealand; (c) have a minimum of 1,000 followers on Instagram, TikTok or such other social media platform as Accor may approve at its reasonable discretion; (d) not be employed by or otherwise associated with a Competitor (as defined in section 4.3); and (e) be able to complete all components of the Programme, including attendance at a Creation Workshop during Creation Week. Eligibility does not guarantee acceptance into the Programme.

1.2 Selection criteria: Accor reserves the right to accept or decline any application at its sole discretion. In assessing applications, Accor may have regard to factors including (without limitation) the quality and originality of the applicant's existing content, demonstrated creative skills (such as videography, photography or storytelling), alignment with Accor's brand values, and the applicant's stated purpose for participating in the Programme.

1.3 Application, acceptance and onboarding: Applicants must submit their application via the Programme website. Accor will send an email acknowledging receipt of each application.

Any conduct by an applicant in connection with their application that is, or could reasonably be considered to be, fraudulent, dishonest or misleading (including the provision of false information or misrepresentation of follower counts or engagement metrics) may result in immediate rejection of the application or, if the applicant has been accepted as a Participant, exclusion from the Programme in accordance with section 11.3 (Termination).

Applicants whose applications are accepted will be notified by email and provided with login credentials, key dates and further onboarding instructions. Applicants whose applications are not accepted will be notified by email.

An applicant whose application is accepted by Accor becomes a "Participant".

2. Programme overview

The Programme consists of a series of self-paced online modules and attendance at a single-day, in-person workshop. Accor will host a series of such workshops ("Creation Workshops") across three locations: Sydney, Melbourne and Gold Coast, during a designated week ("Creation Week"). The dates of Creation Week will be confirmed and notified to Participants following acceptance into the Programme.

Each Participant must attend one Creation Workshop at one of the above locations. Accor shall provide each Participant with one (1) night's accommodation at an Accor hotel in connection with their Creation Workshop, at no cost to the Participant. Participants are responsible for making their own way to their chosen Creation Workshop location.

Completion of all online modules is a precondition to attending a Creation Workshop, provided that Accor may, in its sole discretion, grant an extension or permit attendance notwithstanding incomplete modules where the Participant is affected by illness, injury, bereavement, emergency or other circumstances beyond the Participant's reasonable control. An inability or unwillingness to meet travel costs, scheduling conflicts or other matters within the Participant's reasonable control do not constitute grounds for an extension or waiver under this section.

Attendance at a Creation Workshop is mandatory. Failure to attend, or failure to complete all online modules prior to the relevant Creation Workshop (where no extension or waiver has been granted by Accor), may result in removal from the Programme and loss of eligibility for certification.

3. Costs and expenses

Save for the accommodation referred to in section 2 (Programme overview) above, all costs and expenses associated with participating in the Programme (including travel, meals and incidentals) are the sole responsibility of the Participant.

4. Participants' obligations

4.1 Conduct and compliance: In connection with the Programme, Participants must: (a) act in good faith in all dealings with Accor, its staff, hotel partners and fellow Participants; (b) comply with all applicable laws and regulations, including in relation to: (i) privacy and data protection, (ii) consumer protection, fair trading and advertising standards (including the prohibition of misleading or deceptive conduct), (iii) anti-discrimination, equal opportunity and human rights, (iv) defamation, harassment and vilification, (v) intellectual property, including copyright and trade marks; and (c) comply with the terms of service, community guidelines and content policies of any social media platform or digital service used in connection with the Programme; (d) comply with all reasonable directions from Accor in connection with the Programme; (e) not engage in any conduct that is, or could reasonably be considered to be, fraudulent, dishonest or that otherwise undermines the integrity of the Programme; and (f) during Creation Week, comply with all terms and conditions of the relevant Accor property as notified at the time of booking, and with all reasonable directions and policies of that property during their stay.

4.2 Programme Content: In relation to all content created by a Participant in connection with the Programme, including photographs, videos, written copy, social media posts and any other material in any medium or format ("Programme Content"): (a) Participants must: (i) submit all Programme Content to Accor for review and approval within the timeframe specified in the Participant's Creation Week brief, and promptly after obtaining approval, post such Programme Content in accordance with any reasonable further instructions from Accor; (ii) include such hashtags, tags and handles as Accor may reasonably direct in the caption or description of any posted Programme Content, and clearly disclose the commercial relationship with Accor in accordance with applicable laws and platform guidelines; (iii) provide Accor with analytics for all Programme Content (including reach, engagement and impressions data) within ten (10) days following the date of posting; and (iv) submit and publish all Programme Content using their own social media accounts, and maintain account settings that permit Accor to access published Programme Content at all times during the Participant's involvement in the Programme; and (b) Participants must not: (i) submit any Programme Content that is plagiarised, falsified, generated (whether in whole or in part) by artificial intelligence, or otherwise not the Participant's own original work; or (ii) feature, endorse or promote any other business or brand in any Programme Content without the prior written consent of Accor; and (c) for the avoidance of doubt: (i) Participants are not required to post Programme Content that does not form part of a deliverable under the Participant's Creation Week brief, but Participants are encouraged to post such content on their own social media channels for testing and learning purposes, provided that where such content incorporates or features any Accor Materials, the Participant must obtain Accor's prior written approval before posting; and (ii) content posted by a Participant on their own social media channels in the ordinary course that is unrelated to the Programme does not constitute Programme Content and is not subject to the approval requirements in this section.

4.3 Competitor restrictions: During Creation Week and for a period of thirty (30) days following the completion of Creation Week, Participants must not publish any paid or gifted content that promotes any person or entity that owns, manages, operates or franchises hotels, resorts, serviced apartments or branded residences under a brand that directly competes with a brand owned, managed, operated or franchised by Accor or its affiliates ("Competitor") on any of their social media channels or any other publicly accessible platform.

4.4 Non-disparagement: For a period of fourteen (14) months from the date of an applicant's submission of their application to the Programme, neither Accor nor any applicant (whether or not accepted as a Participant) shall make or cause to be made any statement or communication that is false, misleading, deceptive or disparaging in relation to the other party, its brands, properties, partners or personnel.

Without limiting the foregoing, if a Participant becomes aware of any significant negative commentary about Accor in Programme Content, the Participant must promptly notify Accor and comply with Accor's reasonable directions before making any public response.

5. Accor's obligations

In administering the Programme, Accor will: (a) comply with all applicable laws and regulations; (b) act in good faith and deal fairly with all applicants and Participants; (c) administer the Programme consistently with these Terms and with Accor's published policies and guidelines; and (d) where Accor's approval or other response is required, use reasonable endeavours to respond promptly and in sufficient time to enable applicants and Participants to duly participate in the Programme.

6. Content usage rights

6.1 Ownership: All intellectual property rights in content created by a Participant in connection with the Programme vest in and remain with the Participant. For the avoidance of doubt, Accor claims no rights in work submitted by Participants as part of the online modules.

6.2 Licence: In respect of Programme Content, each Participant grants to Accor a worldwide, royalty-free licence (sublicensable to Accor's affiliates and to third party agencies acting on behalf of Accor or its affiliates, and transferable to Accor's affiliates) to use, reproduce, modify, adapt, publish, distribute, display, communicate to the public and otherwise exploit such Programme Content in any medium or format for any purpose connected with the promotion of Accor or its affiliates and their respective brands, properties or the Programme, without remuneration, on the following basis: (a) for organic (non-paid) purposes, the licence is perpetual and irrevocable; and (b) for paid promotional purposes, for a period of thirteen (13) months from the date on which the relevant Programme Content is first posted by the Participant and is irrevocable during that period.

6.3 Moral rights: Each Participant irrevocably and unconditionally consents to any act or omission by Accor, its successors, assignees and licensees that might otherwise constitute an infringement of the Participant's moral rights in Programme Content, to the extent necessary for Accor to exercise its rights under the licence granted in this section 6, provided that Accor will not use Programme Content in a manner that is prejudicial to the Participant's reputation. In this section, "moral rights" has the meaning given in Part IX of the Copyright Act 1968 (Cth) and includes any analogous rights arising under statute anywhere in the world.

6.4 Retention and removal: Participants must not remove any posted Programme Content from any social media or digital channel for a minimum of twelve (12) months from the date of posting without Accor's prior written consent (not to be unreasonably withheld or delayed). However, Accor may at any time, acting reasonably, by written notice request the removal of any Programme Content, and the Participant must comply as soon as reasonably practicable and in any event within five (5) business days of receipt of the notice.

6.5 Credit: Accor will use reasonable endeavours to credit Participants by their social media handle where the platform and format reasonably permit.

7. Intellectual property

7.1 Accor Materials: All trademarks, logos, business names, trade names, domain names, designs, confidential information, trade secrets, know-how and other intellectual property owned or used by Accor or its affiliates (excluding Programme Materials (as defined in section 7.2)) (collectively, "Accor Materials") are and remain the exclusive property of Accor or its licensors (as applicable). Applicants must not use any Accor Materials without Accor's express prior written consent, and Participants may use Accor Materials only to the extent they form part of approved Programme Content or are otherwise expressly authorised by Accor in writing. No licence or right in respect of any Accor Materials is granted or implied under these Terms except as expressly set out in these Terms.

7.2 Programme Materials: All content, materials and resources made available by or on behalf of Accor to applicants or Participants in connection with the Programme, including the application form, online training modules, quizzes, assessments, workshop materials, briefs, templates and any other educational or instructional content (collectively, "Programme Materials"), are and remain the exclusive property of Accor. Applicants and Participants must not copy, reproduce, distribute, share or otherwise make available any Programme Materials (in whole or in part) to any third party or for any purpose other than their own completion of the Programme, unless expressly authorised by Accor in writing. No licence or right in respect of any Programme Materials is granted or implied under these Terms.

8. Confidentiality

8.1 Obligations: Applicants and Participants must keep confidential all information provided by Accor in connection with the Programme or the application process that is designated as confidential or that would reasonably be understood to be confidential, including business information, Creation Week briefs and commercial terms ("Confidential Information"). This obligation applies from the date of submission of an application, regardless of whether the applicant is accepted into the Programme, and survives cessation of participation in the Programme.

8.2 Exceptions: Nothing in this section prevents the disclosure of Confidential Information to the disclosing party's professional advisors on a confidential basis, as required by law or by order of any court or regulatory authority, or where the information becomes publicly available other than as a result of a breach of this section.

9. Certification and ALL Accor Creator Partner programme

9.1 Certification: A Participant will be certified as an ALL Accor Creator Partner upon satisfying each of the following requirements to the expected standard and within applicable deadlines: (a) completion of all online modules prior to the Participant's attendance at a Creation Workshop; (b) attendance at a Creation Workshop during Creation Week; (c) production and submission of all Programme Content (including associated analytics) as outlined in the Participant's Creation Week brief, to the expected standard and within applicable deadlines. Accor may withhold certification only where a Participant has failed to meet the expected standard in respect of one or more of those requirements. Certification is specific to the ALL Accor Creator Partner programme and does not constitute a professional qualification or accreditation.

9.2 Duration and renewal: Certification is valid for a period of twenty-four (24) months from the date on which it is awarded ("Certification Period"), except that Accor may require a Participant to complete such refresher modules, assessments or other requirements as Accor determines (acting reasonably as to the nature, extent and timing): (a) at any time during the Certification Period, where there has been a material change to Accor's brand standards, guidelines or policies relevant to the Participant's certification; or (b) in order to renew the Participant's certification at the expiry of the Certification Period. A Participant's certification will lapse or be suspended (as applicable) if the Participant fails to complete any such requirements within the timeframe reasonably specified by Accor.

9.3 Creator partner agreement: Subject to a Participant obtaining and maintaining valid certification under sections 9.1 and 9.2, Accor will invite the Participant to enter into a creator partner agreement, pursuant to which the Participant will be granted access to Accor's online portal for certified creator partners (the "Opportunity Hub"), through which Accor may from time to time list content creation and collaboration opportunities available exclusively to certified creator partners. For the avoidance of doubt, access to the Opportunity Hub does not guarantee any minimum number of opportunities or engagements, which may be subject to additional terms as agreed between the relevant parties.

9.4 Non-transferable: A Participant's acceptance into the Programme and any certification awarded under these Terms are personal to that individual and are not transferable.

10. Warranties

10.1 Mutual warranties: Each of Accor and each Participant warrants and represents to the other that it has full right, power and authority to enter into and perform its obligations under these Terms, and that doing so will not conflict with or breach any other agreement or arrangement to which it is a party.

10.2 Applicant and Participant warranty: Each applicant and Participant warrants and represents to Accor that they have not made and will not make any false or misleading statement or provide any false or misleading information to Accor in connection with the Programme.

10.3 Programme Content warranties: Each Participant warrants and represents to Accor that all Programme Content produced by the Participant: (a) is the Participant's own original work; (b) does not infringe the copyright, moral rights, trade mark rights or any other intellectual property or proprietary rights of any third party; and (c) where any person other than the Participant appears in Programme Content, the Participant has obtained the prior consent of each such person (or, if that person is under eighteen (18), their parent or legal guardian) to the use of that Programme Content in accordance with these Terms.

11. Withdrawal and exclusion from the Programme

11.1 Duration: These Terms take effect in respect of each applicant on submission of their application and continue in force until the earliest of: (a) the Participant entering into a creator partner agreement with Accor; (b) the applicant or Participant withdrawing or being excluded from the Programme in accordance with this section 11; or (c) the applicant or Participant otherwise ceasing to participate in the Programme.

11.2 Voluntary withdrawal: An applicant or Participant may withdraw from the Programme at any time by providing written notice to Accor.

11.3 Exclusion by Accor: Accor may exclude an applicant or Participant from the Programme by written notice if: (a) the applicant or Participant commits a material breach of these Terms and either the breach is not capable of remedy or, if capable of remedy, the applicant or Participant fails to remedy it within ten (10) business days after receiving written notice specifying the breach and requiring it to be remedied; or (b) Accor reasonably determines that the applicant's or Participant's continued involvement in the Programme poses a material risk to the reputation or legitimate interests of Accor, its brands, properties or partners.

11.4 Consequences of withdrawal or exclusion: Upon: (a) an applicant ceasing to participate in the application process, these Terms shall terminate in respect of that applicant; and (b) a Participant ceasing to participate in the Programme for any reason: (i) the Participant's access to Programme Materials will be withdrawn and the Participant must immediately cease using, and promptly delete or destroy all copies of, Programme Materials in the Participant's possession or control; (ii) Accor may, acting reasonably, direct the Participant not to post any Programme Content that has not been posted prior to the date of withdrawal or exclusion; and (iii) the Participant will cease to be entitled to any further benefits or entitlements under the Programme, including attendance at any Creation Workshop and any certification.

11.5 Survival: The obligations under section 6 (Content usage rights), section 7 (Intellectual property), section 8 (Confidentiality) and section 10 (Warranties) shall survive cessation of participation in the Programme.

11.6 Accrued rights: Cessation of participation in the Programme does not affect any rights or remedies of either party that have accrued prior to such cessation.

12. Privacy

The collection, use and disclosure of personal information in connection with the Programme is governed by the Privacy Policy available on the Programme landing page.

13. Amendments

Accor may amend these Terms from time to time where reasonably necessary, including to reflect changes to the Programme, applicable laws or Accor's policies. Accor will notify applicants and Participants of any material amendments. An applicant or Participant who does not accept a material amendment may withdraw from the Programme within fourteen (14) days of notification, without such withdrawal constituting a breach of these Terms or giving rise to any liability. Continued participation following the expiry of that fourteen-day period constitutes acceptance of the amended Terms.

14. General

14.1 Waiver: If either party does not enforce any right under these Terms on a particular occasion, this does not prevent that party from enforcing that right on any other occasion.

14.2 Severability: If any provision of these Terms is determined to be illegal, invalid, void or voidable, that provision will be deemed deleted and the remainder will continue in full force and effect.

14.3 No relationship or authority: Nothing in these Terms constitutes a partnership, joint venture, employment or agency relationship between the parties. Applicants and Participants have no authority to act for, represent or bind Accor, and must not hold themselves out as having any affiliation with or endorsement by Accor beyond their participation in the Programme, unless expressly authorised by Accor in writing.

14.4 Governing law and jurisdiction: These Terms are governed by the laws of New South Wales, Australia. The parties agree to submit to the non-exclusive jurisdiction of the courts of the state or territory of Australia, or the country, in which the Participant ordinarily resides. Nothing in these Terms excludes, restricts or modifies any consumer rights that cannot be excluded, restricted or modified by agreement under applicable law.