Accor's Le Club hotel loyalty program to become 'ALL'
By Chris C., February 22 2019
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.
Chris is a a former contributor to Executive Traveller.
Singapore Airlines - KrisFlyer
17 Nov 2014
Total posts 103
I hope ALL will soon include Mantra Group of hotels in Australia.
Virgin Australia - Velocity Rewards
08 Jul 2014
Total posts 60
'All' can't be any worse than the current Accor program, with its highly variable recognition of elite benefits across different brands, its reliably unreliable app and website, and its customer service that could charitably be described as disengaged. The discounts and free night offered by the Accor Plus program are compelling, however (although only as a side benefit of the AmEx Platinum charge card) ... it would be most unfortunate if these were to get 'enhanced' into oblivion (but I wouldn't be surprised).
Qantas - Qantas Frequent Flyer
29 Nov 2013
Total posts 482
I'm with CityRail and DrSK - Accor have a good spread of properties but the program is becoming very disjointed. I still can't believe Mantra isn't in the program.
Qantas - Qantas Frequent Flyer
22 Jan 2015
Total posts 72
Can’t decide who has the worst loyalty program name now.. Accor All, Marriott Bonvoy or World of Hyatt.. but seriously.. Bonvoy..
Qantas - Qantas Frequent Flyer
02 Sep 2018
Total posts 158
World of Hyatt is the most reasonable of them all perhaps hilton honors being a close second. The other too is plain marketing b.s.
03 May 2013
Total posts 660
World of Hyatt is so devalued its not worth it. Also, unless you're lucky enough to get Australian based call centre assistance you're going to struggle to get anything but disinterested and bare minimum effort staff! Hyatt too have lost the plot. No longer the deluxe of the 5 star chains.
Qantas - Qantas Frequent Flyer
21 Jan 2014
Total posts 318
A poor offering compared to IHG or Hilton and in need of an upgrade on many levels.
China Airlines - Dynasty Flyer
22 Sep 2012
Total posts 72
Qantas - Qantas Frequent Flyer
17 May 2015
Total posts 78
They are very vague on the details, but my initial reaction is why are they trying to invent the wheel when they should be concentrating on getting the basics right. Take their most basic benefit - the so called 'welcome drink'. It's supposed to apply for silver, gold, and platinum members. Of the 100+ Accor properties I've stayed I would estimate that 30-40% of time you aren't even offered a voucher unless you ask. Some properties only offer one voucher (one drink per room) and a significant number of hotels don't offer alcoholic drinks or offer a choice between boring coke or bottled water. My point being that if they can't even get this right, what are they doing trying to offer the world?
Qantas - Qantas Frequent Flyer
17 May 2015
Total posts 78
After watching the video they use on their teaser website I actually think Accor misunderstands loyalty. They show a lot of young people partying and having a fantastic time. Are these really the people that are staying 100s of nights at hotels?
Qantas - Qantas Frequent Flyer
09 Nov 2018
Total posts 103
$100 a night budget? ? So a backpackers or Ibis budget if your lucky.
Qantas - Qantas Frequent Flyer
17 May 2015
Total posts 78
I typically travel to Asia and South America where there is a good selection of Accor hotels for under $100 a night (including 4 star and even 5 star hotels). I am also regularly underwhelmed and disappointed by Accor's higher end properties so I have increasingly avoided these. $100 is an average so I will spend more if necessary. I'm also flexible with dates and plan ahead which saves money. So for example when in London I stay at the Novotel Brentford for $130-180 a night which is a fantastic hotel for the price. Depending on the time of the year and city, there are numerous options between $100-150 a night in Europe.
Qantas - Qantas Frequent Flyer
24 Aug 2017
Total posts 10
Unlike others here, I have had plenty of good experiences with Accor's program and it's hotels, even when I was still Silver.
17 Aug 2016
Total posts 3
All has been officially announced - quoting from their announcement.
Our top level of recognition and reward.
NEW ELITE STATUS: DIAMOND
26,000 status points unlock additional in-hotel benefits.
NEW BENEFIT FOR PLATINUM STATUS
Suite Night Upgrade. Stay more, earn more.
On reaching Platinum status, receive 2 Suite Night Upgrades. Booked in advance, guaranteed.
Earn a third Suite Night Upgrade at 18,000 Status points, and then an additional one every 4,000 Status points. Up to 12 a year. (Like the idea of the 2 suite upgrades..for those which have suites of course!)
More here : https://all.accor.com/all.html
We like the Platinum benefits but Diamond won't be on our radar - that would incur approx a spend of $17000/yr on current A$ value.
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