Loyalty Innovation in Loyalty: Four Ways Accor Opens the Gates to a World of Privileges
5 min

In line with Accor’s fully integrated hospitality ecosystem, our ALL global and lifestyle loyalty program creates value for owners, partners, guests, and teams. With a growing portfolio of worldwide offers and benefits, we are adding value to our program members' daily lives and reinforce the relationship with them beyond hospitality, making life easier, creating unforgettable experiences and meaningful moments. We are leveraging different expertise with our open mindset around partnerships, to foster innovation, combining our strengths with our partners to achieve synergies and continue to grow.

Cultivating Deeper Connections: The Power of ALL Partnerships

Accor places significant value on its expansive array of local and global strategic partnerships spanning across various verticals, recognizing them as pivotal in cultivating customer loyalty. Each partnership unlocks a new touchpoint to connect with our customers in their daily lives and a new way to elevate the guest experience. These collaborations also contribute to the enrichment of ALL, our loyalty program and all-in-one booking platform and increase and diversify sources of revenue for both Accor and its partners.

Accor increases the level of hospitality by adding new elevated services every day. ALL goes beyond just a stay; it brings guests a little extra soul and passion by introducing a multitude of ways to earn and burn loyalty points with a growing ecosystem of 100+ global and local partners. At the same time, it helps us strengthen our relationships with guests and foster loyalty ౼ all the while increasing partner visibility. From an owner perspective, ALL brings incremental value and revenue by attracting, engaging and retaining guests in our extensive international network of hotels.

Mehdi Hemici Chief Loyalty & Ecommerce Officer, Accor

ALL Loyalty Program: Four Ways Accor Elevates the Member Experience Through Strategic Partnerships

1. Airlines: Doubling down with flights and stays

More often than not, exploring the world ౼ and Accor locations around the globe ౼ means boarding an airplane and taking off into the open skies. In line with our global footprint, we teamed up with leading local and international airlines, including Air France-KLM, Qatar Airways and Qantas, to create cross rewards member offers. Through these offers, ALL members can earn points while flying on partner eligible flights and during Accor eligible stays. At the same time, they can spend their ALL points in the sky and use their frequent flier points during eligible stays.

2. Mobility: Extending benefits beyond the stay

With a holistic approach to the entire travel experience, we sought out partnerships with major mobility players such as car rental companies and train services. Through these strategic partnerships, our ALL members gain access to unique, tailor-made mobility services at every stage of their journey with a range of sustainable transport options available ౼ whether they’re taking a Eurostar, DBahn or SNCF train, or driving a Sixt, Europcar, Hertz or Avis rental car.

3. Activities, Events & Experiences: At home or wherever you’re travelling

Our world-leading partnerships in sport, music and entertainment give ALL members unrivalled access to ‘money-can’t buy’ Limitless Experiences around the world to share with their loved ones using their points, from VIP access to sold out events to talent meet & greets and clinics with sports stars. With ALL Activities & Events, powered by Fever, members can also earn or burn points on popular attractions and events in over 65 cities around the world, from famous Candlelight Concerts in iconic buildings to the latest pop up events and exhibitions inspired by popular culture.

4. Banks: Unlocking perks with everyday purchases

By partnering with major banks and financial institutions ౼ including VISA, Mastercard, Citi, HSBC and Livelo ౼ we allow ALL members to transform their everyday purchases into loyalty points. Through co-branded credit cards and bank partnerships ALL members gain exclusive privileges at Accor properties locally and internationally. Special perks include room upgrades, swimming pool and beach access, dining offers, discounted room rates, golf access, airport lounge access and much more.

Fostering Loyalty Partnerships: Co-creating Additional Value for Clients

With ALL, Accor has created so much more than a loyalty program. It's a cornerstone of Accor's future, built on fostering guest loyalty and shaping a thriving hospitality ecosystem. Through our partnerships with leading brands, ALL unlocks a richer travel experience for our guests and team members, increases partner visibility, and brings value to our owners.