Accor ALL reveals new Platinum, Diamond status perks

Accor ALL reveals new Platinum, Diamond status perks

Accor Hotels' new ALL loyalty scheme, which replaces the LeClub rewards program later this year, will gain new Diamond and Black top-tier status levels above Platinum.

However, there's also a little something to sweeten the pot for Platinums.

Members with ALL Platinum status – which is gained after 14,000 Status Points – will now automatically receive two Suite Night upgrades upon earning or retaining their shiny Platinum card.

Every additional 4,000 Status Points will see another Suite Night upgrade added to their account, up to a maximum of 12 per year.

The bar for achieving Diamond status is 26,000 Status Points in a single calendar year, although to help kick-start the Diamond tier, "status points earned in 2019 will count for qualification of Diamond status in 2020."

However, the initial perks of ALL Diamond are far from overwhelming, being limited to a free breakfast on weekends and complimentary Accor ALL Gold status for a friend.

If the Diamond member also holds Accor Plus membership, then their nominated companion will also receive Accor Plus with their new Gold membership, excluding the Accor Plus program's free one-night stay.

Also read: Is AccorPlus membership worth buying in 2019?

As previously reported, ALL Black will be an invitation-only tier reserved for VIPs and guests who would seemingly spend more time in Accor properties than their own homes.

Accor will also dramatically increase the size of the 'best price guarantee' offered when booking through direct channels, from today's 10% reduction on the lowest price to a 25% rebate – this will take effect in Q4 2019. 

When formally launched in the coming months, ALL – which stands for Accor Live Limitless – will become the single rewards scheme across all Accor properties, replacing those of recent Accor acquisitions Raffles Ambassador, Fairmont President’s Club and Swissôtel Circle.

Additional material by Brandon Loo

David Flynn
David Flynn is the editor of Australian Business Traveller and a bit of a travel tragic with a weakness for good coffee, shopping and lychee martinis.
 

46 comments

  • Richard Robertson

    iM

    4 Mar, 2019 10:24 pm

    I hope they improve their website while they're at it...
    Members who gave thanks

    pkg1966, gibosity, bolling, bradm30, JPMasters

  • bolling

    bolling

    6 Mar, 2019 04:44 pm

    We’ve been loyal Accor members for 23 years but their website is pathetic. Agree with other comments.
    Member who gave thanks

    bradm30

  • Jason Masters

    JPMasters

    7 Jul, 2019 09:04 pm

    Generally Accor can not run an effective website for any of their channels.
    No member give thanks

  • Oliver

    oliver_adl

    4 Mar, 2019 11:58 pm

    Platinum Accor member here; not excited by anything they announce while the benefits are so inconsistent across properties and while the website basically is disfunctional 25% of the time.
    Members who gave thanks

    bolling, bradm30

  • Scott Hillard

    Shillard

    6 Mar, 2019 03:17 pm

    I ditched them years ago - I was a Sofitel Platinum or whatever, then top tier in the disastrous A-Club scheme that was so inconsistently applied that I gave up in disgust. You shouldn't have to fight to get basic benefits granted at every property. Hilton and Hyatt all the way, thanks.

    No member give thanks

  • Chris Brockway

    Southern Cross

    5 Mar, 2019 07:52 am

    Time to change to another loyalty scheme. The near doubling of requirements for diamond status pushes this out of reach for me...
    No member give thanks

  • L Mck

    Lmc

    5 Mar, 2019 12:47 pm

    Diamond is a new status level, so nothing has been doubled?
    Being a current platinum member and earning just over 26,000 status points, looking forward to the new status level.
    No member give thanks

  • GBRGB

    GBRGB

    5 Mar, 2019 08:58 am

    With this group there is always the detail, exemptions here and there, properties not participating in certain things, been there done that, I will stick with IHG and Hilton.
    No member give thanks

  • AlexTravAddict

    AlexTravAddict

    5 Mar, 2019 10:08 am

    So to earn 26000 status points requires a minimum spend of €10,400. However, given you don't earn points on taxes (which are typically 10-25%) or redeemed points, the typical spend is more likely to be €12-13k (about $20k). You earn half the status points for stays at Ibis which means you would need to spend €25k (about $40k) to earn Diamond if staying solely at Ibis.

    My first thought is that if you have this sort of budget then forget about the hassles of belonging to a loyalty program (especially one as inconsistent as Accor's).

    My second thought is even if you have an unlimited budget you would struggle to reach this threshold unless 99% of your travel was staying at Accor's most expensive hotels in the most expensive cities. In theory you could stay 100 nights at the So Sofitel in Bangkok (one of Accor's flagship properties) which would leave you just short of reaching Diamond. The reality is that Accor just don't offer enough high end hotels for members to realistically meet this threshold, especially if you are travelling through Asia, South America, or mid-tier European cities.
    Member who gave thanks

    Leroy3

  • PCHammond

    PCHammond

    5 Mar, 2019 02:44 pm

    I'd challenge this. It's 1/4 Way through the year and I am at 7000 status points, so I should be able to hit 26k points by the end of the year. I travel on the company's dime around Australia. I prefer to use loyalty schemes so that I can benefit when I travel on my own dime.

    Hotels in Australia are stupid expensive compared to hotels in Asia. And if the company is sending me somewhere and is willing to pay for a nice hotel, why shouldn't I enjoy the benefits? The hotels I stay at are frequented by myself regularly and they all have been pretty consistent with upgrades, except when they are ridiculously packed.
    No member give thanks

  • Jmes

    Jmes

    5 Mar, 2019 10:35 am

    How is this going to tie with Accor plus? I hate the current disconnect between Accor plus and Le Club
    No member give thanks

  • Revolio

    Revolio

    5 Mar, 2019 12:17 pm

    I have achieved and retained Platinum by volume (100 nights plus) each year. I never quite reached 14k status points annually. Has the 60 night stay option gone? Will Diamond have a night trigger as well as a spend trigger? (I'm certainly not pretty or 5-star enough for Black)
    No member give thanks

  • Tristan

    tris06

    6 Mar, 2019 03:24 pm

    The accor rep on the flyertalk forums has said Diamond will only be achieved by earning 26,000 status points. So nights wont get you to Diamond. Platinium will still require 60 nights.
    No member give thanks

  • Peter Green

    pkg1966

    5 Mar, 2019 04:10 pm

    This seems to be a good set of initiatives to me...hoping Diamond and / or Black equates to IHGs Royal Ambassador level which was great for me while it lasted! As mentioned above though...please fix the website issues!!!
    No member give thanks

  • Dan Ho

    djtech

    5 Mar, 2019 04:52 pm

    They say they aren't going to devalue the lower status tiers but now Platinum is no longer top which means Platnium is now more like Gold. The suite upgrades are not enough for me to spend double, and unless they actually enforce a breakfast benefit for Platnium and above, its not going to be an improvement
    No member give thanks

  • Tristan

    tris06

    6 Mar, 2019 03:26 pm

    Breakfast is already given to all Platinum members in the Asia Pacific region. No details on the added benefits for Diamond yet. Suite upgrade will be given for getting to 14k status points.
    No member give thanks

  • rstephenp

    rstephenp

    5 Mar, 2019 09:15 pm

    I am an Accor Platinum - 14k Status points (around 9k AUD spend needed) and Hilton Diamond (12,000 USD spend needed per year). The Accor Platinum status had free brekkie only in Apac and not throughout the globe. Furthermore, They do not have a lifetime status to accrue all the Status points you accrue. Sadly, Hilton is not very strong in Australia ...(crappy Doubletree Melbourne). My gut feeling is they are saying they won't reduce the perks of the existing membership which I think is a lie. Marriott did the same. They don't want their loyal customers to jump ship.
    No member give thanks

  • PCHammond

    PCHammond

    5 Mar, 2019 10:59 pm

    The difficult thing is, if you are primarily staying in Australia, there are not any alternatives to Accor. Most towns and regional cities have an Accor (or Mantra) hotel, whereas only the big cities have a Hilton or Marriott or other. And Accor has numerous properties within the big cities too. Even if they reduce the perks, I'm stuck.
    Member who gave thanks

    DamoGC73

  • 31192

    31192

    6 Mar, 2019 02:56 pm

    here, here
    I really need Mantra to merge in the program to reach Gold. :)
    Member who gave thanks

    DamoGC73

  • Jango

    Jango

    5 Jul, 2019 06:40 pm

    Or indeed; hear, hear.
    No member give thanks

  • rattlerr

    rattlerr

    6 Mar, 2019 03:48 pm

    This is the exactly the key problem - I love Hilton honours program and the benefits I get as a diamond, but they dont even have a hotel in Canberra - and in Sydney Hilton/West Hotel can go upto north of 700$ on busy weeks. Accor has the most reach - but terrible program and return points. I now hop on and off between IHG/Hilton.

    No member give thanks

  • Mark Ward

    mjward555

    6 Mar, 2019 03:48 pm

    Another Platinum Accor member here; I too am interested in how ALL will work with AccorPlus. One good thing that might be consistent is the 25% rebate for their "best price guarantee". its called "price promise" for AccorPlus and provides 1 free night; however they make it so difficult to claim (can't blame them its so generous) that they find the smallest thing to exclude your claim. So GBRGB is right, the devil will be in the detail.
    No member give thanks

  • Jeremy Paton

    AJeremyP

    6 Mar, 2019 03:53 pm

    The website is clunky, dysfunctional, illogical and ssslllooowww...
    No member give thanks

  • Simon Rooney

    trentham

    6 Mar, 2019 04:25 pm

    The Website did not work on Apple until 2 years ago & is still bad. The customer service & attitude from Le Club is poor. As many have commented- much better choices/ treatment from other more professional brands.

    No member give thanks

  • Paul Coniglio

    Paul_in_melb

    6 Mar, 2019 06:47 pm

    Have been Accor Plat for three years. I find the program to be excellent and well supported across the whole Asia Pac region. 25% member discount is appealing and a strong message to third party websites. (Hello from QT Perth.... haha)
    Member who gave thanks

    ChazBNE

  • Edward Stacey

    Fosseboy

    6 Mar, 2019 06:59 pm

    I had an email offer of buy 1 room get one half price in the UK. I tried and tried to book Brandon Hall hotel on line and could not get the offer. So I booked expecting the discount to come at the last screen. So I emailed Accor Club to be told it was not available at that hotel! Then I had to cancel the booking as it was too expensive. So we went to Holiday Inn.
    No member give thanks

  • Burnsy74

    Burnsy74

    6 Mar, 2019 10:29 pm

    I'l have enough points so far this year by the end of week for Diamond, be interested to see if a Black membership comes my way. Last year was just under 68,000 status points and this year will probably be similar.
    No member give thanks

  • Peta Tauchmann

    Wouldbetraveller

    7 Mar, 2019 10:50 am

    After the last “loyalty” programme update I’ve all but ditched Accor. I was one night away from Platinum prior to that change, but overnight I dropped tiers so fast I got whiplash!
    Poor maintenance at many of their hotels sealed the deal for me and I rarely use Accor these days.
    No member give thanks

  • airADL

    airADL

    5 Jul, 2019 04:00 pm

    Hilton, Shangri La are great when Diamond.
    IHG so so even at Spire unless your a Royal Ambassador its great.
    Accor has the most properties for sure but are the benefits worth chasing I m unsure



    Member who gave thanks

    Shillard

  • Scott Hillard

    Shillard

    5 Jul, 2019 04:08 pm

    Rubbish program for a rubbish hotel chain. Half of their properties don't even participate in the loyalty scheme - WTF???
    No member give thanks

  • Tim Hopkins

    Hopsta

    5 Jul, 2019 04:14 pm

    I felt let down when I was with Accor Plus and of a decent status with Accor. Found that benefits and perks were inconsistent and too hard to redeem. I still have loyalty with them but it is a second to Bonvoy Marriott. Bonvoy seem to want your loyalty and keep upgrading or promoting the benefits when staying there. Looking forward to Gold with Bonvoy this year.
    No member give thanks

  • OZjames70

    OZjames70

    5 Jul, 2019 04:28 pm

    I must be an exception; I've been Platinum for 7 plus years and have had exceptional experiences throughout. As a Platinum I've received room upgrades, free breakfasts, executive lounge access, late checkouts, free welcome drinks and many other benefits. My stays range from Mercure through Novotel, Pullman and Sofitel, throughout Asia-Pacific and I feel they are all good value stays. I'm three months into the year and have 4200 of my 14000 status points. I usually hit the status points well before the number of nights, even though we use the buy one get one free dining offer from Accor-Plus during our stays.
    I guess it depends on how one sees value for money.
    Members who gave thanks

    walterong, ChazBNE

  • walterong

    walterong

    5 Jul, 2019 05:04 pm

    Would tend to agree with you, and on top of the listed benefits, we often often get little surprises too!! A significant amount of our self-funded travel is in the Asia-Pacific region, so Accor’s property profile and distribution works better than Marriott-Bonvoy, even after the merger.
    No member give thanks

  • OZjames70

    OZjames70

    6 Jul, 2019 01:27 pm

    Hi Walterong. Couldn't agree more on property profile and distribution. I went from Platinum Elite Marriott to Gold Elite and have found all of the things people are saying about Accor are also true of Marriott, Hyatt and Hilton. I stay based on property value for money and any membership benefits are a benefit. When you get them, they're a nice surprise, but they're not my reason for picking a particular hotel.
    As a retiree, I find Australia, NZ and Asia are well covered by Accor and the rates are sharper than the other three, although the rooms are comparable. I also enjoy the periodic bonus points, although I never chase them.
    I do wonder if all the critics of the program were as outspoken when the threshold for Platinum came down from 25,000 points to 14,000pts. No-one seems to mention when earnings went to base points, the number of points required dropped.
    Have a great day and enjoy your travels.
    Member who gave thanks

    ChazBNE

  • crosscourt

    crosscourt

    5 Jul, 2019 05:06 pm

    Not much of an enticing incentive program. Hilton Honors any day over Accor's program.
    No member give thanks

  • ChazBNE

    ChazBNE

    5 Jul, 2019 07:35 pm

    I hold Lifetime Titanium Elite status with Marriott Bonvoy (959 total nights, including stays at Starwood properties).

    However, as most of my business travel is in Australia and New Zealand, and my company's preferred accommodation provider is Accor, I have achieved Platinum status with Le Club Accor each year since 2015 (and have already exceeded the 26,000 Status Points required for the new Diamond level status for 2020).

    From my own personal experience, I find the recognition and benefits I receive when staying in Accor properties (in Melbourne, Sydney, Canberra, Wellington, and Perth primarily, but occasionally in Bangkok and Singapore) to be significantly better then when I stay in Marriott properties (mainly when on personal travel in the USA - where Accor doesn't have a significant number of properties); I feel Accor truly values and recognises my loyalty much more so than Marriott.

    I haven't spent many nights in Hilton, Hyatt, or IHG properties, so am not qualified to comment on their respective Elite benefits.

    I very much look forward to seeing what additional benefits Accor will offer with their new Diamond status level (and can only hope they invite me to Black status!).
    No member give thanks

  • airADL

    airADL

    7 Jul, 2019 06:50 pm

    Hi Chaz
    Can I ask what dort of benefits you received at Accor? Room Upgrade
    Gauranteed Lounge Access?
    Just interested in what is offered.
    Cheers
    No member give thanks

  • ChazBNE

    ChazBNE

    8 Jul, 2019 07:53 pm

    Hi airADL,

    In Melbourne, I stay at Pullman Melbourne on the Park (over 100 nights there in 2018, and have already stayed there more than forty nights this year) at East Melbourne, and am usually upgraded to a suite every single stay. I always have access to the Executive Lounge there.

    (The hotel was formerly the Melbourne Hilton, and is located on Wellington Parade, directly opposite the MCG).

    In Sydney, I stay at the Pullman Sydney Hyde Park, and while not upgraded to a suite every stay, I always have access to the Executive Lounge.

    At both properties, I truly feel I am treated as "family"; and that my loyalty is recognised, valued, and appreciated.

    Let me know if you have any other questions.
    No member give thanks

  • airADL

    airADL

    9 Jul, 2019 02:23 pm

    Thanks for that, I wouldnt complain with that service.
    No member give thanks

  • michael blazewicz

    blaz

    5 Jul, 2019 08:35 pm

    Yes, their website is weird on an apple computer (safari) I have informed them, but not much has changed...still weird results. Puts me off.
    No member give thanks

  • Michael Gibbons

    rowwdy

    5 Jul, 2019 09:40 pm

    I’m struggling to see any merit in reaching for Diamond. Platinum gets breakfast anyway (and not limited to weekends), and ALL Gold can be purchased for €99.
    No member give thanks

  • Aidan

    Aidan

    6 Jul, 2019 08:46 am

    Unless I was building status from work trips I don’t really see the benefit of these hotel loyalty schemes. Allot of the time with aggressive online deals (booking directly via hotel online) you can get a suite for not much more than a regular room.
    I’m my trip coming up I rebooked my room in West Hollywood in a suite cheaper than the initial price of a king room.

    I guess I just like the freedom to book any hotel I want without been chained to a loyalty program.

    This loyalty scheme is up there with the cruise lines. Meaning not much value for $ spend.
    No member give thanks

  • AlexTravAddict

    AlexTravAddict

    8 Jul, 2019 10:35 am

    So let me get this right, for a spend of at least €10,400 (not including taxes and redeemed points) you will reach Diamond. Throw in a few nights at an Ibis (where you need to spend double), stay in cities where the tax rate is 10-20%, and redeem several thousand Le Club points and you will easily be spending between $20-25k to reach this threshold, even though the benefits of Diamond are seemingly negligible.


    The revamp fails for three reasons:


    Firstly, the spend requirements are too high which is a problem because if you aren’t staying at Accor’s most expensive hotels then you have no chance of actually meeting the threshold. Some people might argue that’s the point, but the reality is that the majority of Accor’s portfolio aren’t in a price bracket where this kind of spend is realistic, even if you have the budget. Take for example the So Sofitel in Bangkok (one of Accor’s flagship properties). Assuming the rate is $160 (ex taxes) you could stay 100 nights and you would still be short of diamond. Alternatively, you could stay 365 nights at a $100 a night Ibis and this wouldn’t even get you diamond. You could also stay 100 nights at the Ibis Blackfriars London (typically $300 a night) and you wouldn't even go close to reaching Diamond (for a $30k spend you wouldn't even get breakfast, the only benefit would be a welcome drink and an early/late check out if you are lucky). That is pathetic.


    The second issue is the benefits. They just aren’t good enough. Upgrades are lousy (Sofitel is the worst for this – they put a coffee machine in a room and call it an upgrade, or they give you a room with a view). The breakfast issue is a real doozy especially compared to Hilton. Late check-in and check-out is fantastic but not guaranteed and the other benefits aren't particularly meaningful.


    Thirdly, the loyalty experience is too inconsistent. It’s better in Australia and Asia, but you just never know what you will get.


    The cynic in me says that the new Diamond status is a way for Accor to devalue Platinum over the medium to long term.


    Personally, the suite upgrades aren’t very enticing (a nice to have but not particularly meaningful) and I wonder how Accor’s systems will cope with this enhancement – especially given that they weren’t able to do something as simple as include the complimentary breakfast at the time of booking for Platinums staying in the Asia Pacific (something that caused me issues at several hotels where staff were unaware of this benefit).


    The best thing about Accor Le Club is that I was able to status match to Hilton Diamond. I stopped being loyal to Accor at the end of last year and have switched to Hilton who are miles ahead of Accor when it comes to loyalty.


    David, I think you are being very generous by describing the benefits as ‘far from overwhelming’. They are pathetic. A more apt name for the program would be Accor ‘Some’ or Accor ‘Nothing’.

    Member who gave thanks

    Bigtones

  • Revolio

    Revolio

    8 Jul, 2019 12:26 pm

    Sums it up pretty well Alex, great post. PSG sponsorship isn't cheap - have to get the big $$$ in however they can to pay for it all. But they still can't get their member reservation display database fixed - hard to see how they are going to smoothly, timely and efficiently bring this one off.
    No member give thanks

  • Karl Lofhjelm

    Bigtones

    8 Jul, 2019 11:26 am

    As a Platinum member I already get complimentary breakfast & suite upgrades on most occasions so there’s no new benefit???
    No member give thanks

  • Edward Stacey

    Fosseboy

    8 Jul, 2019 12:33 pm

    Some great comments here, esp Alex. I am not an Accor fan and was distraught when they bought Fairmont. My experiences have not been good - hotels dont always know about the website offers - and don't try and get help from customer service! IHG and Hilton are far better at recognising loyalty. Having retired, my spend has plunged but I still find that even with a blue card I am welcomed at Hilton. A recent Accor hotel stay seemed to relish in my poor blue card status even pointing out that there was no priority check in and I could get 10% off only on certain restaurant offers.
    No member give thanks

Guest

22 Jul, 2019 08:23 pm

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