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Accor Hotels will relaunch its existing Le Club loyalty program by the end of the year, under a new brand known as ‘ALL’ – Accor Live Limitless – which will adopt a focus on its members’ broader interests beyond merely hotel stays.
Early partnerships include IMG for chef masterclasses and “culinary encounters”, and with AEG for sporting and entertainment tickets at participating venues across Latin America, Asia and Europe: both of which are expected to be bookable using points from the ALL program.
A new above-Platinum ‘Premium’ membership tier will also be introduced, “to reward (Accor’s) most engaged members even more”, although Accor hasn’t yet revealed how members will qualify for the tier, or the benefits it will provide.
Any impact on the earning and redeeming of loyalty points is also not yet known, nor would Accor be drawn on revealing any changes to its existing Classic, Silver, Gold and Platinum tiers, or whether the Accor Plus program – which offers a free hotel night every year and year-round discounts – will be similarly revamped.
The planned rejig of Accor’s frequent guest program follows the chain’s recent expansion with brands such as Raffles, Fairmont and Swissôtel, and the integration of their respective Raffles Ambassador, Fairmont President’s Club and Swissôtel Circle loyalty programs into today’s Le Club scheme.
It also comes in the wake of the long-running merger between competitors Marriott, Starwood and Ritz-Carlton, for which all participating hotels now use a single loyalty program in Marriott Bonvoy.