Accor has unveiled a new lifestyle loyalty programme which will integrate the existing Le Club Accorhotels under a new global platform which it says will offer “rewards, services, and experiences across our entire ecosystem to bring value everyday life whether you work, live or play”.
The group says that Accor Live Limitless – or All for short – will “open doors across a unique and iconic portfolio of over 30 hotel brands as well as an unrivalled collection of bars, restaurants, nightclubs and ‘money can’t buy’ experiences”.
The firm has agreed deals with companies including IMG, which will allow members to get access to chef masterclasses and culinary encounters, and has extended its partnership with AEG to provide members with access to over 60,000 tickets and private suites across Latin America, Asia and Europe.
The group has also signed a deal with French football club PSG to become its principal partner and shirt sponsor from the 2019/2020 season.
The programme will be delivered through a new app and website. It’s not yet clear what the revamp will mean for members in terms of earn and burn rates, elite status, etc, but the group says that the scheme will address “four strategic stakes”:
- Introducing new premium status to reward our most loyal members
- Enriched benefits according to our augmented hospitality strategy
- A worldwide connected experience to earn and burn points across the broadest range of brands in the industry and a New digital app delivering value across work, live & play.
- Partnerships and experiences Far beyond the stay, partnerships anchors ALL in member’s day-to-day, on the move and everywhere. Following an extensive study, three main passion points resonate with our loyalty members: Entertainment, Dining and Culinary & Sports.
Accor says it will invest €225 million to support the new initiatives. A new website has been created at all.accor.com, which interestingly says that “The way you interact with us will become simpler, with ALL being the one home for everything”. It’s not clear if this means the Accorhotels website will be replaced.
The press release also suggests that the group is reverting back to Accor (from Accorhotels) as its brand identity.