Why did you decide to develop the Accor group's loyalty programme with ALL?
Ian di Tullio - ALL is the everyday lifestyle companion that brings together all the benefits, services and experiences offered by the Accor universe: it goes further than a traditional hotel loyalty programme. We have made change the positioning of the loyalty programme The Accorhotels Club by integrating the Accorhotels.com reservation platform to offer a new relational experience based on customer loyalty to our portfolio of Accor brands. As a concrete embodiment of theenhanced hospitalityBeyond the occasional holiday for our customers, we are convinced that their day-to-day lives should be enhanced by extraordinary experiences. Enhanced hospitality means going beyond business or leisure trips, Accor's ambition is to become a lifestyle player, on a daily basisto its customers. We put all our expertise into creating memorable moments, offering them services that improve their daily lives, whether at home or when travelling. We felt that the time had come to take this programme to the next level, to give it a new dimension. new dimension with the aim of enabling our customers to benefit from personalised experience and without limits.
What are the main changes associated with the new ALL loyalty programme?
Ian di Tullio - ALL is a limitless ecosystem that gives our customers access to exclusive advantages: more benefits, more unique and exclusive experiences thanks to a greater number of partners, more services, more brands with the integration of new chains and new opportunities to earn and spend points in the restaurant, meeting and leisure sectors. coworking... ALL Accor live limitless is there to accompany our customers every day wherever they live, work and play, whether they are in their city or travelling.
READ ALSO: "All: the Accor group's new loyalty scheme
How is this a turning point in Accor's approach to loyalty?
Ian di Tullio - ALL is the best way for members to explore and enjoy the world of Accor, with the guarantee of the best privileges and the best prices. With over 63 million membersALL enhances and complements existing benefits such as the best price guarantee, suite upgrades, points in our bars and restaurants, late check-out... and also adds two new levels of status "Diamond" and "invitation-only" for our most committed members. Accor Live Limitless has a unique experiential dimensionwhich allows our customers to enjoy what we call "experiences". Money can't buy "These include cookery classes with Michelin-starred chefs with our partner IMG, going backstage at a concert with AEG and travelling with Paris Saint-Germain players.
