Accor announced today a shift of its loyalty program into a fully integrated global platform incorporating rewards, services, and experiences across the company’s entire ecosystem of more than 30 hotel brands as well as a collection of bars, restaurants, nightclubs, and experiences.
The new Accor Live Limitless (ALL) lifestyle loyalty program will be delivered through a new app and website. Features include a new premium status to reward Accor’s most loyal members; enriched benefits according to the company’s augmented hospitality strategy; and a worldwide connected experience to earn and burn points across a broad range of brands.
Partnerships and Experiences
Following an extensive study, three main points resonated with Accor’s loyalty members: entertainment, dining and culinary, and sports. With that in mind, Accor forged three main partnerships to illustrate those passion points of its loyalty members:
- The company is extending its partnership with sports and live entertainment company AEG to include premium venues providing more than 60,000 tickets and private suites for loyalty members in Latin America, Asia, and Europe.
- The group has also signed a new partnership with IMG, which will unlock access to chef masterclasses and culinary encounters for loyalty members. Starting in 2020, our members will have access to 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 have signed a global multi-year partnership agreement. Accor Live Limitless will become the principal partner and official jersey sponsor of the club, starting with the 2019/2020 season.
The company said that these initiatives are designed to increase the global visibility of its brands, strengthen the efficiency of distribution networks, and offer guests an attractive and unique loyalty program.
