AccorHotels has unveiled its new lifestyle loyalty programme, ALL, standing for Accor Live Limitless.
With the announcement, AccorHotels has also revealed a new corporate logo which will be used by the Accor brand, and the 'A' will be used in ALL's logo as well. On top of that, AccorHotels will now just be known as Accor. CEO Sebastien Bazin had added the 'Hotels' to the name three years earlier but said he's reversing it because the company does much more than hotels.
The new programme will invest $255 million to establish is a fully integrated rewards programme, giving guests access to “All of Accor”.
The loyalty programme includes a new premium status, enhanced benefits, and a system offering the widest range of brands that guests can earn and burn points on. A new app and website have also been developed for the programme.
The three main points of the programme include entertainment, dining and culinary, and sports. To provide these three services, AccorHotels has announced three new partnerships.
The first is with sports and entertainment company AEG, who through the programme will provide over 60,000 tickets and private sweets for loyalty members in Asia, Europe and Latin America.
Accor has also signed a new partnership with IMG, who will provide access to chef masterclasses and culinary experiences for loyalty members. As of 2020, members will enjoy the Taste Festivals in London, Paris, Sao Paulo, Hong Kong and Toronto.
Finally, Accor signed a global multi-year deal with the fast-growing Qatar-owned French football club Paris Saint-Germain. ALL will become the principal partner and the official jersey sponsor of the club starting next season.