It looks like the super high value All.com domain name has changed hands. Whois records show that All.com transferred from Name.com to the corporate domain registrar CSC, and All.com is now owned by multinational hospitality company, Accor S.A. Accor owns high end popular hotel brands such as Fairmont, Raffles, Delano, SLS, Sofitel, and many others.
The acquisition of All.com was first mentioned by Jamie Zoch in a tweet this morning:
Accor S.A. acquires a stunner domain name, All․com from its past domain name owners. The domain has since transferred into corporate brand protection service CSC. Accor S.A. is a French multinational hospitality company and appears to be a rebrand. “AccorHotels has become ALL”
— Jamie Zoch (@DotWeekly) April 10, 2020
The acquisition of All.com makes sense for Accor. The company has been using the all.accor.com subdomain to promote what appears to be a rebrand of its loyalty program. The headline on that subdomain says, “AccorHotels has become ALL – Accor Live Limitless.” Within that page, it says, “Become a member of the loyalty program ALL and get a discount in more than 3,000 hotels starting with your first reservation.” Obviously having a brand match domain name is better for marketing purposes than a subdomain.
My guess is the company will shift the subdomain over to the All.com domain name at some point, although they could simply forward All.com as Marriott has done with Bonvoy.com.
All.com was previously owned by a media company. According to a LinkedIn business profile page, here’s how the company was described:
“ALL is a media company that provides inexpensive subscription-based business-intelligence called Mediagraphics® to several key areas of the media and entertainment industry. The ALL platform is designed to support artists, facilitate ecommerce, and provide the ultimate music experience available.”
I would have to guess this was a high six or seven figure acquisition. I searched my email records, and I do not see any recent emails offering up the sale of All.com.
In August of 2013, All.com was offered for sale in the Media Options newsletter for $600,000. Media Options had been brokering All.com even before that newsletter. It looks like All.com has been registered under Whois privacy since some time in 2014. In an email this morning, Media Options CEO Andrew Rosener told me his company previously brokered the sale of All.com but was not involved in a recent deal for the domain name.
I reached out to several press contacts at Accor to see if they could comment on the acquisition price and/or share other details about the acquisition. At the time of publication, I had not heard back from the company. I will be happy to update the article if the company is willing to share more details about its acquisition.