Accor launches new loyalty programme with gig tickets to give away
International hotel chain Accor has launched a new ‘lifestyle’ loyalty programme, ALL, which has a new website, an app, and a new premium status for its most loyal members.
In addition, it has entered into partnership with sports and live entertainment company AEG to offer its loyalty club members tickets to events in Europe, Asia and Latin America.
The hotel group has also signed a new deal with IMG to offer its top members of the ALL programme access chef masterclasses and other culinary experiences, including entry to Taste Festivals in London, Paris, Sao Paolo, Hong Kong and Toronto from 2020.
At the same time, the Group, which saw its pre-tax earnings climb 14.5% last year to €712 million, has announced a new jersey sponsorship deal with Paris Saint-Germain football club.
Chairman and CEO Sebastien Bazin said: "Accor 2018 results reflect a profound transformation, marked foremost by the sale of our real estate division and a large number of acquisitions.
"Accor’s growth continues: we are increasing our global market share and consolidating our balance sheet. In 2019, the Group will continue along this path. With the launch of ALL, Accor gives life to its augmented hospitality model servicing both its customers and partners.
"This ambitious and unique initiative in the hotel industry will help promoting the Group and its brands, increasing customer loyalty and optimize its mid-term performance."
The chain owns several brands including Raffles, Orient Express, Banyan Tree, Ibis, Novotel, Onefinestay and Jo&Joe.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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