Accor launches lifestyle loyalty programme as evolution of Le Club

The lifestyle loyalty programme will be called 'ALL' which the operator says stands for 'Accor Live Limitless'

Sebastien Bazin photographed during a 2016 interview with Hotelier Middle East
Sebastien Bazin photographed during a 2016 interview with Hotelier Middle East

Accor has unveiled its new lifestyle loyalty programme called 'ALL' which stands for 'Accor Live Limitless', which will see an investment of US$255m.

The programme is set to be the new name and next stage of the current Le Club AccorHotels loyalty programme, and will offer access not just to the hotels but the brand's bars, restaurants, nightclubs as well as experiences.

ALL will be delivered through a new app and website. The programme will: introduce a new premium status; offer enriched benefits; provide connected experiences worldwide with a new digital app; and offer partnerships and experiences along the passion points of entertainment, dining and culinary, sports.

As part of this new programme, Accor has extended its partnership with AEG beyond the AccorHotels Arena to include premium venues providing over 60,000 tickets and private suites for its loyalty members in Latin America, Asia and Europe.

The Group has also signed a new partnership with IMG, which will unlock access to chef masterclasses and culinary encounters. Starting in 2020, 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.

Finally, Accor and Paris Saint-Germain Football Cub have signed a global multi-year partnership agreement. ALL will become the principal partner and official jersey sponsor of the club starting from the 2019/2020 season.

While releasing Accor's 2018 full-year financial results, chairman and CEO Sébastien Bazin said: "With the launch of ALL, Accor gives life to its augmented hospitality model servicing both its customers and partners. This ambitious and unique initiative in the hotel industry will help promoting the Group and its brands, increasing customer loyalty and optimise its mid-term performance."

In addition to these changes, AccorHotels has rebranded as Accor - as the company has been going beyond just operating hotels and looking at the overall hospitality experience. In 2018 alone, Accor acquired parts or all of companies such as Mantis GroupMövenpick Hotels & Resorts, Atton Hoteles, Mantra Group, sbe Entertainment, 21c Museum Hotels, among others. In non-hotel businesses in 2018, it acquired restaurant reservations and table management platform ResDiary, and Adoria, a SaaS platform that enables the catering industry to optimise supply management - following a number of acquisitions over the past few years.

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