Accor’s new ALL loyalty scheme aims to bring the loyalty programs of its existing brands and recent acquisitions under one roof, while also introducing additional Diamond and Black tier levels for Accor’s most valuable customers.
The idea for a loyalty scheme encompassing the entire suite of Accor brands has been in the works since 2015, and for good reason – Accor now operates over 30 sub-brands across almost the entire gamut of accommodation types, and travellers can logically expect to be rewarded no matter where in that portfolio they stay.
Australian Business Traveller sat down with Accor’s Global Chief Brand Officer, Steven Taylor, to discuss the new ALL scheme and what members could expect.
Chief among our concerns was the prospect of devaluations, which we’ve seen occur when some other hotel loyalty programs have been merged. Taylor was emphatic when he assured us that “there will be absolutely no devaluation as a result of the change”.
Instead, the ALL program will focus on “adding value”, according to Taylor. While a full outline of the benefits should be published in the coming months, Taylor promised that members “will be delighted with the new benefits and the additional value”.
When asked how ALL would tie in with the Accor Plus subscription program, Taylor said there were currently no plans to change the Accor Plus model or branding, even hinting that the success of Accor Plus could merit extending the program beyond the Asia-Pacific region.
The debut of Accor ALL also brings about two new tiers – Diamond, which can be earned through a high number of stays, and the invitation-only Black level for VIPs and Accor’s most valuable customers.
Taylor admitted that retaining guests who reached Platinum and then started looking elsewhere was a primary driver in creating Diamond.
“High-net-worth frequent travellers will gain the elite status, and then their activity will fall off”, he reasoned. “By adding those tiers, you can continue to add value for the most profitable customers”.
Accor has yet to reveal the main benefits of Diamond and Black, but we do know that ALL Diamond will require customers to earn 26,000 status points per year, compared to the 14,000 point requirement of ALL Platinum.
ALL members will also be eligible for 'Suite Night' upgrade certificates - the first upgrade certificate will be issued when members earn their Platinum status with 14,000 platinum status points. Once this tier is reached, additional upgrade certificates are awarded for every 4,000 status points you accumulate.