Accor loyalty scheme shifts to online content

Miles Hurley Miles Hurley Uploaded 07 April 2020

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Worldwide: Global hospitality chain Accor is updating its new Accor Live Limiteless (ALL) loyalty scheme in order to better respond to the pressures of the global pandemic.

The company’s loyalty scheme, which was launched last November, is planning on releasing weekly experiences for its global audience to consume while self-isolating. 

The campaign, called #AllAtHome, will focus on giving those isolating at home courses and experiences similar to a hotel. These include trainer-led workouts, DJ events, and chef-led cooking tutorials.   

Accor global SVP Ian Di Tullio said: “As the world temporarily presses the pause button, we want our guests to continue living their passions in the comfort of their own homes through the unique digital experiences and content brought together by our amazing ambassadors and partners worldwide. We believe that in this period, we can be all together even while apart.” 

Various guest hosts include routines with the Paris Saint-Germain squad, and Olympic Judo Champion Teddy Riner.

The company is also providing its loyalty members with bonus points and reduced credit needed to maintain their current tier of membership. This differs from the status extensions offered by many hotel companies such as Hilton, Hyatt, and Shangri-La. 

In an interview today with Bloomberg News, Accor CEO Sebasien Bazin expressed hopefulness for the company's near future, noting that only 10 per cent of their early summer bookings had been cancelled. He said that if conditions improved rapidly, he would rehire all of his furloughed or laid off staff and re-open all closed hotels.

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