What are the major changes in the Le Club Accorhotels programme?
Isabelle Birem - The major new feature of the programme is the participation of all Ibis hotels in France. Members can now earn and spend their points without restrictions, even during the week. In addition, Ibis Business cardholders benefit from accelerated entry to this free programme, with direct access to Gold status.
How do these loyalty and subscription programmes fit in with companies' travel policies?
I. B. - These programmes, dedicated to frequent travellers, are aimed above all at business travellers. Our research shows that the main criterion for choosing a hotel is location, rather than price. The loyalty programme comes third. This marketing and sales tool enables us to establish a strong relationship with our customers, while providing our hotels with the information they need to make them feel welcome. Bath or shower, higher floors, far from or near the lifts: by knowing and taking into account our customers' preferences, we can guarantee them the best possible experience.
What are the main benefits for frequent travellers?
I. B. - Our programme has both a 'generosity' component, offering points per stay, and a 'customer recognition' component, notably through Silver, Gold and Platinum status. In nearly 2,700 establishments worldwide, from economy to luxury, loyal customers are entitled to benefits such as a priority counter in hotels with more than 100 rooms, a welcome drink and a late check-out with Silver status, as well as upgrades and an early check-in. Access to private lounges and guaranteed availability of a room up to two days before arrival are also offered with platinum status. Twice a year, the programme also offers exclusive offers to frequent travellers, including invitations to plays and private tours. Our members also have access to 'private sales' with discounts on rooms that are greater than those available to the general public.
Is the technological dimension important to this programme?
I. B. - As one of the latest programmes to be launched by a major hotel group, digitalization has been directly integrated into its ecosystem. The Accorhotels.com mobile application includes a loyalty section where customers can indicate their consumption preferences, consult their current bookings and also access their points balance. When booking on Accorhotels.com and the brand websites, the "book with your points" function allows loyalty points to be deducted directly from the cost of the booking. Everything is done online: the deduction is automatic and there is nothing to print out or receive a voucher.
This programme is also available on Facebook...
I. B. - In addition to this digital dimension, the programme also has a social networking component with a Facebook page that has more than 240,000 fans and is aimed at customers who like to share their experiences. This page is equipped with the "Places by Le Club Accorhotels" application, where customers can check in for each stay and collect badges to earn extra points.
