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Accor Creates Disruptive Brand Shift in Loyalty Program

Accor seeks to give loyalty members access to lifestyle perks across its brands.

Accor has announced a disruptive and dramatic shift of its loyalty program into a fully integrated global platform integrating rewards, services, and experiences across its entire ecosystem. The new lifestyle loyalty program, called “All”or “ALL of Accor” seeks to recognize, understand, cherish, communicate with and reward guests with:

•New premium status

•Enriched benefits “according to our augmented hospitality strategy”

•Earn and burn across more brands and a new app

•A worldwide connected experience to earn and burn points across a broad range of brands

•A new digital app delivering value across work, live & play.

•Partnerships with such venues as AEG “providing over 60 000 tickets and private suites for our loyalty members in Latin America, Asia and Europe.”

•A new partnership with IMG, which unlocks access to chef masterclasses and culinary encounters

•Starting in 2020: “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.