Accor's Le Club hotel loyalty program to become 'All'

Accor's Le Club hotel loyalty program to become 'All'

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 Chamberlin
Chris Chamberlin is a senior journalist with Australian Business Traveller and lives by the motto that a journey of a thousand miles begins with a single step, a great latte, a theatre ticket and a glass of wine!
 

14 comments

  • CityRail

    CityRail

    22 Feb, 2019 12:48 pm

    I hope ALL will soon include Mantra Group of hotels in Australia.
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  • Stefan Kane

    DrSK

    22 Feb, 2019 04:56 pm

    '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).
    No member give thanks

  • markpk

    markpk

    22 Feb, 2019 06:02 pm

    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.

    Many of their offers are poorly targeted and offer little value.

    They really need to lift their game
    No member give thanks

  • Alan Su

    alansu

    22 Feb, 2019 10:17 pm

    Can’t decide who has the worst loyalty program name now.. Accor All, Marriott Bonvoy or World of Hyatt.. but seriously.. Bonvoy..
    No member give thanks

  • Dan Ho

    djtech

    23 Feb, 2019 12:21 am

    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.
    No member give thanks

  • Joe

    Joe

    23 Feb, 2019 03:03 pm

    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.
    No member give thanks

  • GBRGB

    GBRGB

    22 Feb, 2019 10:17 pm

    A poor offering compared to IHG or Hilton and in need of an upgrade on many levels.
    No member give thanks

  • Tristan

    tris06

    22 Feb, 2019 11:25 pm

    Mantra will likely take a similar transition as the other recent additions. I believe it took 18-24 months for those brands to be brought in. Banyan Tree and subsidarys have just been brought into the program 24 months after Accor invested in the singaporean company. Likely Mantra will follow similarly. My prediction is Mantra properties will start listing in 2019. At earliest Late 2019 or more likely begining 2020 Mantra will be under the new "All" program. I actually prefer the name Le Club to be honest.

    I have no idea what I am aiming for now as I am not sure 14,000 status points will still qualify for Platinium membership.
    No member give thanks

  • AlexTravAddict

    AlexTravAddict

    23 Feb, 2019 04:17 pm

    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?

    If I had to sum up Accor in one sentence I would say they over promise and under deliver.

    As for their new elite category I suspect to qualify the spend will be stratospheric (probably $15-20k). My advice to anyone with that kind of budget would be to skip the hassle of a loyalty program and instead pay cash for upgrades and early/late check outs when needed.

    I also agree with the other comments... yes they have a great network of hotels, but their website, marketing, and offers are very average.

    There marketing department also need to take an English course focusing on the meaning of certain words. They love using the words 'free', 'exclusive', or 'congratulations'. Breakfast isn't 'free' if you are paying for it. 'Exclusive' isn't exclusive if the same offer is available to everyone. And 'congratulations' is for weddings and achievements - it shouldn't be used when you register for an offer.

    As for Accor's comment under 'Enriched Benefits' on their teaser website:

    'You’ll be surprised at the new ways you can earn and redeem points. From exciting new hospitality brands, to new partners in the worlds of gastronomy, entertainment, and sports.'

    Doesn't sound much like benefits to me.
    No member give thanks

  • AlexTravAddict

    AlexTravAddict

    23 Feb, 2019 04:42 pm

    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?

    If you only travel 1-2 weeks per year you probably want to indulge and have a fantastic time, but do you really need a loyalty program?

    At the other end of the spectrum, if you are travelling a lot and have a huge budget then do you want the hassle of a loyalty program?

    I would consider myself someone in the middle. I'm staying in hotels 100-150 nights a year, but I am also on a budget and try to keep my average at $100 a night. That's why I find loyalty programs really valuable and I would remain loyal to a specific brand, but not if it is going to be a hassle (incidentally I gave up on Accor last year after numerous disappointing loyalty experiences). I feel like I should be the demographic loyalty programs are chasing. No, I am not going to be a high margin customer, but on the other hand I can offer 100 nights of business that they otherwise wouldn't get.
    No member give thanks

  • L Mck

    Lmc

    24 Feb, 2019 08:03 am

    $100 a night budget? ? So a backpackers or Ibis budget if your lucky.
    I imagine your not staying in Sydney or Melbourne ; ) !
    No member give thanks

  • AlexTravAddict

    AlexTravAddict

    24 Feb, 2019 09:50 am

    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.

    I've never stayed at an Ibis Budget, but personally Ibis and Ibis Styles are the best thing Accor have going for it. They are the only brands that constantly meet expectations and deliver on what they promise. Mercure is absolute mediocrity. I don't think I've ever stayed at a Mercure that I would rate five out of five. Novotel is a solid (if not boring) choice. Pullman is hit or miss, and Sofitel epitomises the concept of over promising and under delivering. As for Accor's newer brands, I stayed at a Swisshotel for the first time in November and using points to pay for the stay was a huge hassle so I think they still have a long way to go in integrating these brands in their system.
    No member give thanks

  • PCHammond

    PCHammond

    24 Feb, 2019 06:33 pm

    Unlike others here, I have had plenty of good experiences with Accor's program and it's hotels, even when I was still Silver.

    Not really a fan of their so called "priority" check in for silver and above customers, since customers just use it even if they aren't priority customers.

    Even when I was a Silver, I had a decent amount of upgrades. Many suites were given. Hell, when I was a newly minted Silver back ages ago, I was given an upgrade in Zurich.

    I find that the franchise sometimes doesn't reflect it's quality. The M Gallery in Zurich near the railway station for example is very old and run down, whereas the M Gallery in Adelaide is gorgeous. The Mercures I stayed in in Austria and Germany were really nice too, whereas the Mercures I have stayed in Australia have been pretty terrible.

    I'm just hoping the more "elite" tiers get better benefits, especially since it's not the end of Feb and I'm already almost requalified for Gold.
    No member give thanks

  • Chris

    chrisinoz

    5 Jul, 2019 01:30 pm

    All has been officially announced - quoting from their announcement.
    NEW INVITATION-ONLY STATUS

    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.


    Cheers

    No member give thanks

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20 Jul, 2019 01:44 pm

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