Sébastien Bazin, Chairman and CEO, Accor Hotels

AccorHotels announced a disruptive and dramatic shift of its loyalty program into a fully integrated global platform by incorporating rewards, services and experiences across their entire ecosystem to bring value to everyday life. This new lifestyle loyalty program will recognize, understand, cherish, communicate with and reward guests like never before. It will grant them full access to ‘ALL of Accor’ by opening doors across a unique and iconic portfolio of over 30 hotel brands as well as an unrivalled collection of bars, restaurants, nightclubs and ‘money can’t buy’ experiences.

This new lifestyle loyalty program will allow, through a new app and website, its members to access the world of Accor from the palm of their hand. The new guest promise of this new lifestyle loyalty program will address the following strategic stakes:

• Introducing new premium status to reward our most loyal members
• Enriched benefits according to our augmented hospitality strategy
• A worldwide connected experience to earn and burn points across the broadest range of brands

Partnerships and experiences

Following an extensive study, three main passion points resonate with our loyalty members: Entertainment, Dining and Culinary & Sports. As a result, the brand announced three main partnerships by extending its partnership with AEG beyond the AccorHotels arena to include premium venues providing over 60,000 tickets and private suites for our loyalty members in Latin America, Asia and Europe.

AEG is the world’s leading sports and live entertainment company, with more than 100 million guests a year, delivering innovation that inspires athletes, teams, artists and fans. The Group has signed a new partnership with IMG, which will unlock access to chef masterclasses and culinary encounters for our best members courtesy of our loyalty program. Starting in 2020, our members will enjoy the best of Taste Festivals in London, Paris, Sao Paulo, Hong Kong and Toronto, with growth and expansion of the partnership into new cities over the next three years.

Accor and Paris Saint-Germain Football Cub also announced signing a global multi-year partnership agreement. ALL, Accor Live Limitless, Accor’s new lifestyle loyalty platform, will become the principal partner and official jersey sponsor of the club starting 2019. The partnership will bring together the world’s fastest-growing football club with a global, pioneering leader in the hospitality industry.

Furthermore, to better reflect the ambition of the group to engage our guests in their daily lives and to embody the premium nature of its portfolio of brands, Accor launched a new premium visual language including a new corporate logo. The two distinctive brands, Accor and ALL, will utilize the same ‘iconic A’ monogram that represents the seal of excellence of the group, which fuses the letter A with the bernache, the historical emblem of the group.

These ambitious initiatives are designed to increase the global visibility of our brands to strengthen the efficiency of our distribution networks and to offer our guests an attractive and unique loyalty program in the industry. To support these initiatives, the Group will invest €225 million of the €4.8 billion generated by the Booster operation, with the financial objective of creating €75 million per year of gross operating surplus in the medium term.

About Accor

Accor is a world-leading augmented hospitality group offering unique and meaningful experiences in almost 4,800 hotels, resorts, and residences across 100 countries. With an unrivalled portfolio of brands from luxury to economy, Accor has been providing hospitality savoir-faire for more than 50 years.

AccorHotels