
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:
“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/