ALL Accor
Discover the gateway to our hospitality ecosystem, merging one-stop booking and world-class loyalty.
Loyalty
Creating Value at Every Touchpoint
Mehdi Hemici and Jaime Faus on How ALL Accor Drives Performance.
April 08, 2026
ALL Accor drives business performance across the board – strengthening data intelligence and brand equity at Group level while coming to life through rich, personalized guest interactions in hotels.
Bringing together strategic vision and on-the-ground execution, Mehdi Hemici, Chief Loyalty & E-Commerce Officer for ALL Accor, and Jaime Faus, General Manager of Pullman Paris Montparnasse, exchange perspectives on how ALL Accor transforms loyalty into a virtuous circle of value creation for guests, hotel owners, and the Group.
Loyalty With Purpose: Emotion Before Points
Launching six years ago, ALL Accor set out to redefine loyalty with a clear sense of purpose, focused on trust and emotional connection, and built on a key insight: customers are asking for three things – make my life special, make my life simple, and look after me.
The response was a new model for loyalty that unlocks a rich array of experiences in-hotel and beyond, enables a personalized and highly relevant customer relationship, and makes rewards transparent and seamless.
The human touch brings the emotional connection to life in hotels every day At Paris Pullman Montparnasse, it takes shape in the “sparkle” – unique gestures individually designed for every guest.
At Pullman Paris Montparnasse we want to lead the way, and that’s our obsession for excellence in everything that we do. Our daily mission is to do one sparkle per customer – and we welcome thousands of customers, so you can imagine the team’s level of intensity and dedication.
Jaime Faus
General Manager Pullman Paris Montparnasse
A Virtuous Circle of Value Creation
ALL Accor connects guests and hotels, delivering value to each. A major lever to drive direct channel usage and support overall topline growth, the program’s digital ecosystem provides high-visibility, low-cost distribution powered by personalization and targeted recommendations. ALL Accor enables Accor and its partners to amplify revenues and drive cross- and upselling opportunities at the lowest cost.
The visibility, scale, and reputation of ALL Accor’s digital platform attract a broader audience, enhance occupancy rates, and foster long-term loyalty. The business impact is tangible: ALL Accor members stay in Accor hotels twice as often, spend 10% more per night, and are 3.5 times more likely to return.
App users spend three times more than other members, demonstrating the program's value as an engagement accelerator. At Pullman Paris Montparnasse alone, ALL Accor members contributed more than €15 million in 2025, with 8,500 elite members engaging with the hotel on a daily basis.
For guests, ALL Accor provides a one-stop-shop travel solution, connecting them with a rich array of services and experiences to simplify and enrich their lives during travel and beyond. When they arrive at their hotel, the experience is tangibly enhanced.
At Pullman Paris Montparnasse, for example, elite members are welcomed at Le Salon, an exclusive space offering personalized check-in and check-out service – a recognition touchpoint that transforms arrival into a moment of distinction.
An Engine for Brand Discovery
With one of the industry’s most diverse hospitality ecosystems encompassing accommodation, dining, wellness, and more, ALL Accor is the connective tissue bringing together 45+ loved brands in 110 countries and a vast variety of rewards, experiences, services, and 100+ industry-leading international partners.
The program acts as a showcase, exposing members – 65% of whom are multi-brand – to other brands in the portfolio, enhancing brand visibility and highlighting hotels to attract new guests at minimal cost throughout the customer journey.
Personalized recommendations expose members to an extensive range of relevant offerings and services tailored to their needs at the right time, via the right channel, whether they’re at home, on the move, or at their destination. On the ALL.com app, geo-localization enables dynamic, hyper-local content; for example, recommending local events, experiences, and restaurants aligned with the member’s interests when they arrive in a new city.
Where Personalization Becomes Personal
Through advanced personalization, ALL Accor targets its 100 million members with precision, delivering tailored inspiration, relevant recommendations, and customized rewards. Leveraging booking history, preferences, and loyalty behavior, ALL Accor anticipates needs and surfaces the right offers at the right time, unlocking more meaningful engagement and higher conversion.
With a smart data management strategy, ALL Accor continuously strengthens its connection with guests, creating an ongoing dialogue that drives engagement while avoiding communication that feels intrusive. The program’s personalization respects a subtle balance, understanding that guests expect to be recognized, but on their own terms.
Personalization is a relationship. It's not only about showing the right level of content because we know them. It's also being respectful of that relationship.
Mehdi Hemici
Chief Loyalty & E-Commerce Officer, Accor
This philosophy translates into memorable moments on the ground. Recently at Pullman Paris Montparnasse, when an elite member checked in with his father, the team discovered through ALL Accor data that his father was passionate about pastry. They organized a private session with the hotel's pastry chef – creating an unforgettable experience made possible only through the rich customer insights the program provides.
In hotels, a richer understanding of guests and their preferences enables teams to deliver service that feels bespoke and thoughtful – adding “sparkle” to every stay.
New Capabilities, Stronger Momentum
As its growth outstrips that of the wider industry, ALL Accor’s future leverages AI at the service of customers, to enhance – not replace – the connection. New capabilities currently in development are set to improve the search experience by providing contextualized, conversational search, native within the program’s digital ecosystem.
Last year we grew double digits despite the market flattening. We need to continue to demonstrate that loyalty is a growth engine for Accor, for our owners, and a value story for our guests.
Mehdi Hemici
Chief Loyalty & E-Commerce Officer, Accor
With building momentum and accelerating innovation, ALL Accor continues to redefine what loyalty means in hospitality. By bringing together personalization, performance, and partnership, the program doesn't just reward stays, it creates a virtuous circle of value that grows stronger with every interaction, unlocking long-term success at scale for guests, hotels, and the Group alike.
