CEO Blog

16 December 2019

Written by Ravindra Bhagwanani on . Posted in Archives

Accor has now formally relaunched its program under the name of ALL – with the big ambition to turn it into a lifestyle program with increased utility for everyday activities. While that development work is still in its early stage, some new earn opportunities have already been added, such as local services at Accor properties or Accor restaurant visits without staying at the property. It will be interesting to see how things will evolve from here, both in traditional areas – such as banking partners, an area Accor was always shy of getting involved in – and in new areas. But the good news is that all these enhancements will take place on the back of the same basic value proposition as before in terms of the core earn and burn opportunities rather than having misused that change for a program devaluation as it could have been feared from looking at other program makeovers.