Always more. Six years after the launch of its ALL program, based on a platform combining booking and loyalty, Accor is evolving its message by giving ALL a new signature: «Stay for more». With more than 120 million customers as members, the ALL program is embarking on a new chapter by moving away from the transactional relationship to meet the primary expectations of travelers accustomed to visiting the group’s hotels throughout the year.
This evolution is based, in particular, on a study conducted by Opinion Way among 7,000 travelers, also divided between France and the United Kingdom, the United States and Brazil, China, India and the Middle East. The results show that, although expectations naturally revolve around the leisure dimension, they also reflect the hectic daily lives of professionals and their desire to let go and relax for a weekend or a well-deserved vacation.
The need for a break, the first trigger for travel
More than discovering new horizons or new destinations, the need for a break after a busy work period is the primary trigger for the desire to travel for 43 % of the respondents.« All the markers in our questions point in that direction: I was going through a stressful period, I needed to take a step back, I felt trapped in my routine. There is really a need to get out of the pressure of everyday life. »This is a very important result," notes Clara de Pirey, director of the Luxury division at the NellyRodi firm, who drew the lessons from this survey.
To alleviate the mental burden, 21 % of the travelers surveyed place total disconnection among the most anticipated benefits of loyalty, and 33 % believe that a wellness experience can truly rejuvenate holidays. All of this adds up to the cherished moments spent with loved ones and the memories that beautiful trips can create.
" Making life more meaningful for our members »Stéphanie Gabriel, marketing and sponsorship director at All Accor, explains the underlying philosophy behind the «Stay for more» signature change:« Points are obviously very important; they are the foundation of the program. But we are now observing the transition from a transactional value to an emotional value., "She remarks," she notes. And within this framework, it is obviously important to have members who adhere to our program. But even more important: to be proud of being part of it. ".
Thousands of hotels offered to families by the group and its 45 brands, more than 2,300 establishments offering sports activities and 1,500 that are «pet-friendly», as well as 10,000 restaurants and bars present in the French group’s hotels: focused on all this diversity, a communication campaign, developed by the creative agency Saatchi & Saatchi, will promote this new «stay for more» promise, both online and through displays in many global airports.
The announcement of this evolution of the ALL Accor program follows the launch a few weeks ago of All Concierge, an AI assistant capable of natural language searches that are more emotional than functional. It also comes after the officialization, last April, of a partnership with Uber to allow members to earn points for meal delivery and mobility services.
A B2B section for SMEs and business travelers
But other steps are yet to be taken next spring. While the program is based on unique experiences accessible to members – a football tournament on the Parc des Princes pitch with PSG legends, concerts in Paris, London, Sao Paulo or Sydney among others – Accor plans to launch a new platform of experiences, directly integrated into our ALL app and website.« We have been working on this for more than two years with our partner Fever, of which Accor has become a shareholder., ," explains Mehdi Hemici, General Manager of Loyalty and E-commerce at Accor. Our observation is that today, no hotel group has managed to create a digital platform for experiences that is user-friendly and intuitive. ".
In addition to wanting to remedy this shortcoming in order to better highlight these Limitless Experiences, the ALL program will see, in a third phase, the launch next year of a B2B segment aimed at small and medium-sized businesses and business travelers. So, patience is required until next year.
