In view of its latest acquisitions and the changing dynamic landscape of customer loyalty, AccorHotels will be replacing its existing Le Club AccorHotels loyalty program with ALL (Accor Live Limitless) by the end of the year. The new lifestyle loyalty program will be developed into a fully integrated global platform that integrates rewards, services, and experiences across the entire ecosystem to bring value to members.
ALL 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. This new lifestyle loyalty program will be delivered through a new app and website that will allow members to access the world of Accor from the palm of their hands.
A brand new premium status will be introduced to reward the program's most loyal members and great partnerships as well as experiences will be forged to deliver more value to members. There will also be enriched benefits according to AccorHotels' augmented hospitality strategy and a worldwide connected experience will also be rolled out so members can earn and burn points across the broadest range of brands in the industry.
AccorHotels will also be extending their partnership with AEG beyond the AccorHotels Arena to include premium venues providing over 60 000 tickets and private suites for their loyalty members in Latin America, Asia and Europe. The Group has signed a new partnership with IMG, which will unlock access to chef masterclasses and culinary encounters for their best members courtesy of the loyalty program. 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. To support these initiatives, the Group will invest €225 million of the €4.8 billion generated by the Booster operation, with the financial objective of creating €75 million per year of gross operating surplus in the medium term.