Accor Rebrands and Launches a New Loyalty Program

Hotel chain Accor is doing two key things to improve its image and increase brand loyalty. The first is a rebranding from AccorHotels to Accor. The second is a revamp of its loyalty program. Its loyalty program used to be not very attractive, but it is revamping different key points such as sports, dining and entertainment. Accor will be spending $255 million on a revamp of their loyalty program, which they are renaming “ALL”, which stands for “Accor Live Limitless.” As compared to key competitors such as Marriot and Hilton, Accor books a significantly lower percentage of its bookings through its loyalty program. This is one measure it is looking to improve.

Key Takeaways:

  • Accor’s Loyalty Program under Sebastien Bezin will be overhauling some areas in need of refurbishment, including the areas of sports dining and entertainment.
  • Accor will shell out 255 million to create a new loyalty program that will launch under the acronym All.
  • The new ALL program, which will stand for Accor live limitless, is purported to cost less than monies spent by Accor’s competition on promoting their respective loyalty programs.

“Aside from amplifying experiences and boosting awareness of Accor via new partnerships, the sum will also be spent on new brand marketing that is designed to improve consumer perception of Accor’s brands from functional to experiential.”

Read more: https://skift.com/2019/02/21/accor-rebrands-and-launches-a-new-loyalty-program/

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Hotel Otaku. Hotel reviewer. Aspiring photographer. Xenodocheionologist. Zac fuses his lifelong passions for 1. Beautiful Hotels & Resorts, 2. Thailand and 3. Website Design to bring NewThaiHotels to life, sharing the latest information on new and exciting luxury hotel openings in stunning tropical Thailand.

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