Shift in paradigm: Accor unveils lifestyle loyalty program

Accor has announced a shift of its loyalty program into a fully-integrated platform — combining rewards, services, and experiences across its ecosystem.

The new lifestyle loyalty program will open doors across a portfolio of over 30 hotel brands as well as a collection of bars, restaurants, nightclubs and experiences. It will be delivered through a new app and website that will allow members to access the world of Accor.

The promise of this new lifestyle loyalty program will address four strategic stakes: (1) Introducing new premium status to reward its most loyal members; (2) enriched benefits according to the group’s augmented hospitality strategy; (3) a worldwide connected experience to earn and burn points across the industry; and (4) a new digital app delivering value across work, live & play.

Partnerships and passion points

According to the group’s study, three main “passion points” resonate with their loyalty members: Entertainment, Dining and Culinary & Sports.

Accor announced three main partnerships to illustrate those passion points:

• Accor is extending its partnership with AEG, a sports and live entertainment company, beyond the AccorHotels Arena to include premium venues providing over 60,000 tickets and private suites for loyalty members in Latin America, Asia and Europe.
• Accor has signed a new partnership with IMG, which will unlock access to chef masterclasses and culinary encounters for our best members courtesy of our loyalty program. Starting in 2020, members will enjoy Taste Festivals in London, Paris, Sao Paulo, Hong Kong and Toronto, with growth and expansion of the partnership into new cities over the next three years.
• Accor and Paris Saint-Germain Football Cub announced they have signed a global multi-year partnership agreement. ALL, Accor Live Limitless, Accor’s new lifestyle loyalty platform, will become the Principal Partner and official jersey sponsor of the club starting from the 2019/2020 season.

Furthermore, Accor launched a new premium visual language including a new corporate logo. The two distinctive brands, Accor and ALL, will utilise the same ‘iconic A’ monogram that represents the seal of excellence of the group.

To support these initiatives, Accor will invest EUR 225 million (USD 255m), with the financial objective of creating EUR 75 million per year of gross operating surplus in the medium term.