Accor is changing its policy loyalty with the launch of a new programme called ALL - for Accor Live Limitless - based on lifestyle. This change is accompanied by a new visual identity for both the group and the ALL brand, both of which will use the same monogram combining the letter A with the barnacle, Accor's historic emblem. A new digital application and a new website will complete the implementation of this programme and will enable a closer and more personalised relationship with members. All points collected with Club AccorHotels will be retained and can be redeemed with ALL - Accor Live Limitless - says the hotel group, with details of the switch from one to the other to be unveiled in the fourth quarter of 2019.
To promote this development, the French hotel group is counting on emissaries such as Neymar, Mbappe and Thiago Silva, who are known the world over for their ball skills. Accor has become the main sponsor of the Paris St Germain replacing Emirates. This is a club that Sébastien Bazin, the hotel group's CEO, knows well, as he was its chairman when PSG belonged to Colony Capital and concluded the sale of the Parisian club to the Qatari investment fund, which also holds 10.4 % of Accor's shares. Although the amount of this sponsorship has not yet been disclosed - it will no doubt be revealed at a press conference on Friday - Sébastien Bazin told BFM TV in an interview that "... the sponsorship will be for a period of three years. it wasn't expensivebut a lot of money". The figure is likely to be in the region of €50 million a year, according to Le Parisien.
In addition to the worldwide publicity that the hotel group is gaining, this partnership also reflects its desire to offer unique experiences to its loyal customers. Of course, ALL will still offer the classic benefits of hotel loyalty programmes: earning and using points in 4,800 hotels under 30 brands ranging from super-economy to luxury, benefits reserved for higher statuses such as early check-in and late check-out or access to VIP lounges. In this context, a new premium status will be introduced to reward the most loyal members.
However, while a study has highlighted the three passions most widely shared by Accor's loyal customers, namely entertainment, gastronomy and sport, the ALL programme will be accompanied by a number of other initiatives.an expanded range of products for its members. The French group has extended its relationship with AEG, the world leader in live concerts and sports venues. In addition to the AccorHotels Arena in Paris, the partnership will be extended to other venues in Latin America, Asia and Europe, in order to offer more live concerts and sports events. 60,000 tickets and private suites to Accor's loyal customers.
At the same time, the French group has entered into a partnership with IMG, a well-known player in the sports and events sectors, but one which above all organises immersive culinary experiences. The most loyal customers will be able to attend master classes led by top chefs and discover major culinary festivals in London, Paris, Sao Paulo, Hong Kong and Toronto.
