Accor recently announced that its loyalty program, ALL, has reached a remarkable milestone by welcoming its 100 millionth member. Launched in 2019, ALL has rapidly grown into one of the top-performing loyalty programs worldwide, offering members exclusive access to 5,600 hotels and resorts across more than 45 brands, ranging from economy to luxury. The program enhances the travel experience and serves as a powerful business tool, driving revenue for hotel owners and improving customer engagement.
Accor Chief Business, Digital, & Tech Officer Alix Boulnois said, “We are immensely proud to be celebrating this milestone and welcoming our 100 millionth loyalty member. This achievement demonstrates the strength of our loyalty program which together combined with our booking engine has become a powerful differentiator for our owners and guests. Just five years after its successful launch, ALL has proven to be a unique asset in strengthening guest connections and driving customer retention. As we continue to innovate, ALL is at the heart of our augmented hospitality strategy, delivering incremental growth for our hotel owners and our Group. With 100 million members and counting, ALL is redefining loyalty, unlocking limitless possibilities with every journey.”
The success of ALL reflects Accor’s commitment to building long-term relationships with guests while boosting business performance. It has become a key element in Accor’s overall hospitality strategy, contributing significantly to both customer retention and direct revenue generation. The program stands out with its innovative approach to hospitality, combining augmented loyalty with partnerships across various sectors like mobility, entertainment, and financial services.
In just five years, ALL membership has doubled, and in 2024, the program added 11 million new members. Members are spending, on average, more than twice as much as non-members, and business generated through the ALL app has seen a significant 45% increase compared to the previous year. Member satisfaction is also high, with a survey showing a 7.8/10 “brand love” score, indicating strong loyalty to Accor’s offerings.
ALL has also expanded its role beyond a traditional loyalty program, evolving into a global experience platform. Through 7,700 Limitless Experiences and partnerships with over 110 companies, it connects members to unique activities in music, sports, and cultural experiences. The program is aligned with Accor’s commitment to sustainability, offering eco-friendly initiatives like the “Skip the Clean” program and opportunities for members to donate reward points to charity.
This article was originally published by Loyalty360 on 10th April 2025. View original.
