Transforming Loyalty with ALL Accor

ALL Accor has developed into one of the world’s top-performing loyalty programs and a powerful differentiator for Accor. Its members stay in Accor hotels twice as often, spend 10% more per night, and are 3.5 times more likely to return, generating sustained growth and profitability for the Group and its partners.

Now 6 years old, ALL Accor is far more than a traditional points program. It is in the vanguard of a fundamental shift in the loyalty landscape away from transactional points accrual and towards loyalty as a platform for emotional engagement and community building.

As unique experiences, exclusive access, and curated privileges become core loyalty benefits, ALL Accor’s partnership-enhanced experience platform is already well established. Beyond hotel walls, ALL Accor has transformed into an integrated lifestyle ecosystem powered by a constantly growing portfolio of partnerships offering value across multiple touchpoints – dining, entertainment, retail, mobility – and making the program indispensable in members’ daily lives.

A continual expansion of benefits engages members more profoundly – for example, the only “double dip” miles + points airline cross-rewards across four regions (Europe, Middle East, Australia, and Latin America) – making ALL Accor a truly distinctive player in the loyalty space.

ALL Accor’s 100M+ members are the most diversified portfolio of high-value hotel customers across the globe, both geographically and by segment. This creates a distinct competitive advantage for Accor and each individual hotel in the network – loyal customers drive occupancy, reduce distribution costs, and contribute incremental revenue for hotel owners.

As Alix Boulnois highlights, reaching 100 million members last March was a tremendous accomplishment, providing Accor with the most diversified portfolio of highly qualified and engaged customers globally, active across its brands, hotels, and experiences.

The loyalty program sits at the center of the guest relationship as a data-driven hyper-personalization hub. It enables the Group to leverage comprehensive member data (preferences, past behaviors, digital interactions) across all Accor brands and partner services to create a truly 360-degree guest view.

For guests, this means each stay is more personal and more attentive as hotel teams use those insights to tailor their welcome. For Accor, it means that customer communications and marketing efforts are more targeted, efficient, and effective.

The ambition for ALL Accor is limitless, continually pushing boundaries to deliver unparalleled value and emotional connection.

As younger generations seek a different type of loyalty program – more experience-led, more personalized, centering on instant gratification and social impact – ALL Accor continually finds new, compelling ways to adapt and innovate.

This commitment to evolving the loyalty experience is reflected in initiatives such as:

• Donating points to charitable causes or community programs;

• Four cross-reward airline partnerships;

• Gifting points easily with friends and family;

• Exclusive access to major sporting events and concerts, and money-can’t-buy experiences.

Designed to constantly evolve, ALL Accor will continue to innovate, adapt, and remain at the forefront with a focus on emotional engagement, community building, and personalized journeys that expand the boundaries of loyalty.