Accor Simplifies Name, Expands Loyalty Program

The 1,048 Fairmont Austin in Texas, an Accor hotel
The 1,048 Fairmont Austin in Texas, an Accor hotel
Sébastien Bazin, CEO of Accor
Sébastien Bazin, CEO of Accor

Paris-based AccorHotels — which includes brands such as Fairmont, Sofitel, Banyan Tree and Raffles — celebrated robust 2018 revenue results by drawing attention to recent diversification efforts. According to CEO Sébastien Bazin, Accor is less a hotel company than it is an "augmented hospitality" company — referring to investments in home-sharing platforms and luxury-villa rentals, for instance. As such, the company has removed “Hotels” from its name and revamped its loyalty program — replacing AccorHotels Le Club with Accor Live Limitless, or ALL.

Accor Live Limitless is being billed as a "lifestyle loyalty program," a global platform that integrates rewards, services and experiences across all of the company's assets. Rewards can be redeemed at more than 30 hotel brands, as well as for experiences at a wide variety of bars, restaurants, nightclubs and other venues.
 
The revamped program will introduce a new premium status, offer enriched benefits across a wider array of options, bring global integration across brands with a single app and launch new partnerships.
 
Three initial deals were announced to kick off the new program. First, Accor is extending its relationship with the sports and live entertainment giant AEG to include premium venues and more than 60,000 tickets and private suites earmarked for loyalty members in Latin America, Asia and Europe.
 
Accor has also signed an agreement with global talent-management and live-event firm IMG to provide new loyalty-member experiences such as chef master classes and culinary events. Beginning in 2020, IMG's Taste Festivals in London, Paris, Sao Paulo (Brazil), Hong Kong and Toronto will become experience rewards for Live Limitless members.
 
The Paris Saint-Germain Football Club [https://en.psg.fr/] has also signed a multiyear agreement with the hotel company. Accor Live Limitless will become the principal partner and official jersey sponsor for the team's 2019-2020 season.
 
Accor will invest US$255.4 million to support ALL and its new partnerships.