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Accor unveils new loyalty program

Released at: 14:05, 02/03/2019

Accor unveils new loyalty program

Photo: AccorHotels

Hospitality management group announces dramatic shift in its loyalty program.

by Jessica Nguyen

Hospitality management group Accor announced on March 1 a disruptive and dramatic shift in its loyalty program, with its integrated global platform combining rewards, services, and experiences across its entire ecosystem to bring value in everyday life to customers.

The new lifestyle loyalty program will recognize, understand, cherish, communicate with, and reward guests like never before, giving access to the ALL, or “Accor Live Limitless”, app via mobile devices.

ALL loyalty is a global program available to all Accor members around the world. Foreigners who have Accor membership cards from other countries can earn rewards in Vietnam. Accor Hotels is now a professional manager of more than 20 hotels in Vietnam, with many brands of high international standard and standards associated with local culture, such as Sofitel Legend, So / Sofitel, Sofitel, MGallery, Pullman, Grand Mercure, The Sebel, and Novotel, among others.

Guests will have the chance to experience worldwide connections to earn and use points across hotel brands in the Accor family. Far beyond the stay, partnerships anchor ALL in members’ day-to-day life everywhere. Following an extensive study, three main passion points were found to resonate with the group’s loyalty members: Entertainment, Dining and Culinary, and Sports.

Hotel de le Coupole by MGallery, photo: AccorHotels 

To realize this strategy, Accor also announced three main partners, AEG, IMG, and Paris Saint-Germain Football Club. AEG is the world’s leading sports and live entertainment company, with more than 100 million visitors each year and delivering innovation that inspires athletes, teams, artists, and fans. The company will have special loyalty programs for ALL members living in Latin America, Asia, and Europe. IMG is a global actor operating in more than 30 countries and territories in sports, events, media, fashion, and especially culinary, with immersive food experiences. Starting in 2020, Accor members will enjoy the best of 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 will be an official jersey sponsor of Paris Saint-Germain starting from the 2019/2020 season.

Accor also launched a new premium visual language including a new corporate logo. The two distinctive brands, Accor and ALL, will utilize the same “iconic A” monogram that represents the seal of excellence of the group and which fuses the letter A with the bernache, which is the historical emblem of the group.

Accor is a world-leading augmented hospitality group offering unique and meaningful experiences in almost 4,800 hotels, resorts, and residences across 100 countries and territories. With an unrivalled portfolio of brands from luxury to economy, it has been providing hospitality savoir-faire for more than 50 years.

Beyond accommodation, Accor enables new ways to live, work, and play, with food and beverages, nightlife, wellbeing, and co-working brands. To drive its business performance, Accor’s portfolio of business accelerators amplifies hospitality distribution, operations, and experiences.

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