Accor Rebrands and Launches New Loyalty Program to Catch Its Friends – Skift

After channeling his energies within the final two years towards mergers and acquisitions, Accor CEO Sebastien Bazin is now turning extra of his consideration internally,

The result’s that Accor will likely be spending $255 million (225 million euros) on a brand new loyalty program referred to as ALL. Bazin, in an earnings name with analysts Thursday in Paris after the chain launched its full-year 2018 monetary outcomes, mentioned the funding is a fraction of the quantity that rivals spend, however claimed the impression can be extra far-reaching and the returns higher.

Along with the brand new loyalty program, AccorHotels rebranded as Accor.

Bazin mentioned he’ll spend 99.9 p.c of his time to construct “groups, manufacturers, loyalty.”

It irks him that rivals reminiscent of Marriott, Hilton, and InterContinental Accommodations Group get between 40 and 60 p.c of bookings from their loyalty packages whereas Accor attracts simply 30 p.c. These chains additionally earn partnership income of $250 million to $600 million, whereas Accor generates solely $6 million.

Its new loyalty program ALL, which stands for Accor Stay Limitless, has wasted no time in signing a world multi-year partnership with Paris Saint-Germain, dubbed the world’s fastest-growing soccer membership.

Accor and the soccer membership introduced that “they’ve signed a world multi-year partnership settlement. ALL, Accor Stay Limitless, Accor’s new life-style loyalty platform, will grow to be the principal associate and official jersey sponsor of the membership ranging from the 2019/2020 season.”

Other than partnership revenues, he mentioned, “Paris Saint-Germain gamers are as we speak adopted on the earth by 395 million followers. So consider what we will do by way of reaching these followers, lots of them most likely have by no means being accustomed to Accor.”

Given all that Accor is now — greater than only a lodge firm, having added a lot to the ecosystem by means of the acquisitions of the final two years, together with no less than seven non-hotel corporations — the model needs to be as massive as Danone, Complete, Coca-Cola, and McDonald’s, mentioned Bazin.

“We’re the largest lodge operator on the planet. We principally serve 265 million shoppers on the planet yearly; it’s nearly 1 million individuals a day. Why can’t we simply admit it, speak about it, make investments principally in what issues probably the most and principally present who we’re?” he mentioned.


Answering an analyst’s query on how Accor’s $255 million funding in ALL compares with the opposite main chains, Bazin mentioned Marriott spends $Four billion per yr on gross sales and advertising, and loyalty, Hilton greater than $2.2 billion, and IHG $1.5 billion.

“We spend $700 million a yr. We’ve got to catch up,” he mentioned.

The $255 million is non-recurring, to be tracked individually, and is a further funding to Accor’s present advertising and loyalty spend.

Other than amplifying experiences and boosting consciousness of Accor through new partnerships, the sum may even be spent on new model advertising that’s designed to enhance client notion of Accor’s manufacturers from purposeful to experiential.

Augmenting that on the similar time is a sequence of name relaunches which can be extra than simply advertising however constitutes “holistic” and actual repositioning, mentioned Accor’s international chief model officer, Steven Taylor, who pointed to the latest Ibis relaunch, which included a brand new design and the usage of music to refresh a favourite previous model.

Sofitel, Novotel, Mercure, Pullman, Raffles, and Fairmont will all be relaunched all year long.

Accor expects an incremental run charge earnings of 75 million euros from the funding by 2022, by means of a 10 proportion level improve in loyalty contribution, 100 million euros partnership income and a 3 proportion level improve in RevPAR on account of model advertising and partnerships.

Accor’s deputy CEO chargeable for finance, communications, and technique, Jean-Jacques Morin, mentioned the funding would create a “virtuous cycle.” The extra customers are conscious of Accor, the higher the is the fairness constructed and this in flip would drive a premium for its services and products.

The chain has about half the variety of loyal shoppers as Marriott (110 million) as we speak, nevertheless it not nearly growing the variety of loyal shoppers, mentioned Bazin, however about engagement.


Other than the partnership with Paris Saint-Germain, ALL can also be partnering with AEG, a sports activities and stay leisure firm, to supply over 60,000 tickets and personal suites for ALL members in Latin America, Asia, and Europe.

It has additionally tied up with IMG to unlock entry for loyal members to chef grasp courses and culinary encounters. IMG additionally organizes Style Festivals in London, Paris, Sao Paulo, Hong Kong, and Toronto, with plans for enlargement into new cities within the subsequent three years.

An Accor research exhibits that the highest three passions of its loyalty members are, so as, eating and culinary, leisure and sports activities, adopted by transportation and mobility, and humanities & tradition within the fourth and fifth positions.

The brand new loyalty program will likely be delivered by means of a brand new app and web site that’s designed to permit members entry to Accor’s over 30 lodge manufacturers, assortment of bars, eating places and nightclubs and “cash can’t purchase” experiences. The group describes the providing as “augmented hospitality,” within the sense of it being full, rapid, seamless, customized and simply accessible by means of a single platform.


Together with the brand new loyalty program, which replaces Le Membership AccorHotels, Accor has additionally launched a brand new company emblem which drops the phrase resorts. Bazin really added ‘resorts’ over three years in the past to Accor’s core identify however is reversing it as a result of “we’ve been doing a lot greater than resorts,” he mentioned.

“After all resorts are nonetheless going to be the core exercise of Accor for the following 50 years, however we’ve added a lot [to the] ecosystem, so we’re getting slowly however deeply into augmented hospitality,” he mentioned.

Accor had a strong 2018, with revenues growing 17 p.c to three,610 million euros and revenue earlier than taxes rising 15 p.c to 712 million euros.

The chain continued its transformation towards an asset-light mannequin by means of the disposal of 65 p.c of AccorInvest and the swift redeployment of the money proceeds from core acquisitions. Capitalizing on a report natural improve of its community with 43,905 rooms opened (300 resorts), the group ended 2018 with a lodge portfolio of 703,806 rooms (4,780 resorts) and a pipeline of 198,000 rooms (1,118 resorts), 78 p.c of which in rising markets and 49 p.c within the Asia-Pacific area alone.

In the meantime, on a enjoyable be aware, Accor’s Paris Saint-Germain tie-up was introduced simply hours after Marriott trumpeted a partnership between its loyalty program Bonvoy with Manchester United, giving members once-in-a-lifetime experiences reminiscent of the possibility to grow to be the membership’s stadium announcer or equipment supervisor for the day.

Bazin couldn’t resist a jab at Marriott about it. “I smiled once I noticed [it, but we have] one thing a lot deeper and far stronger with our pal, Paris Saint-Germain,” he mentioned. “Plus, we’re going to have a match on March 6…a return recreation between Paris Saint-Germain and Manchester United. So it’s going to be…Accor in opposition to Marriott. So on social networks, we’re going to make one thing enjoyable out of it. I Hope Arne [Sorensen] you received’t thoughts, it’s going to be a form of European competitors right here.”

Picture Credit score: Accor’s newly renovated Pullman Danang Seashore Resort in Vietnam. Accor is launching a brand new loyalty program, ALL. Accor Asia-Pacific

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