Meenaz Diamond, SVP of global sales, North and Central America, talks Accor’s new brands, new initiatives and a new loyalty program, Accor Live Limitless
February 3, 2020
BT: Loyal Accor guests will be excited to learn about ALL, Accor’s new loyalty program. Tell us what sets it apart.
DIAMOND: Accor Live Limitless, or ALL, is our new lifestyle loyalty program. ALL will recognize, understand, cherish, communicate with and reward guests like never before, giving access to “ALL of Accor.” With it comes new elite status levels, an expanded portfolio of hotels where members can earn and burn points, and unique experiences like concerts and athletic events available by redeeming points.
BT: Accor is placing a strong focus on lifestyle brands in the coming years. Why is that?
DIAMOND: Accor has assembled a strong and comprehensive brand portfolio over the years based upon market demand with something for all segments, from economy to luxury. We believe that the market is looking for something fresh and contemporary and we are hoping to double our portfolio in the lifestyle segment within the next three years. In March 2019, 21c Museum Hotels officially joined the MGallery Hotel Collection, marking the North American debut for MGallery, a collection which represents more than 100 storied boutique hotels located in 27 countries.
BT: Accor is also especially strong in the luxury segment with well-known brands like Fairmont and Raffles. Where will we see new openings and growth?
DIAMOND: Fairmont Royal York in Toronto has just undergone a majestic remodel in honor of its 90th birthday, and Fairmont Copacabana in Rio de Janeiro has recently opened. The iconic Raffles in Singapore has reopened following a total overhaul of its interiors, and the brand is continuing to grow with new openings in Shenzhen, China, and the Maldives. Soon to open is the world’s first Orient Express hotel, the Orient Express Mahanakhon Bangkok. We will also open the largest Sofitel in the Middle East, the Sofitel Dubai Wafi.
BT: Accor also is seeing significant growth in North and Central America. What can travelers expect?
DIAMOND: Our portfolio has increased by 34 percent in just two years, with another 23 hotels representing 4,400 rooms currently in the pipeline. Sofitel Mexico City Reforma is the first luxury hotel to open in Mexico City in ten years. The 21c Museum Hotel Chicago joins the MGallery Collection in the new year, and we are excited about the opening of Fairmont Century Plaza in Spring 2020 after a $2.5 billion redevelopment. We’ve announced the first Raffles coming to Boston’s Back Bay in 2022, and anticipate strong growth with The House of Originals, a luxury collection new to Accor, including the Shore Club in Miami Beach and a new $72 million development, Temple Detroit.
BT: Coworking is seeing a boom across the US. Tell us about your partnership with WOJO.
DIAMOND: Accor wants to make WOJO Europe’s leading coworking brand by 2022 by adding 1,200 coworking spaces over the next three years. With the launch of WOJO, Accor continues to execute its augmented hospitality strategy, expanding into new verticals and becoming relevant in the daily lives of consumers. The WOJO coworking spaces will be launched within Accor hotels worldwide as well with different offerings across our economy, mid-scale and luxury segments.