CEO Blog

Written by Ravindra Bhagwanani on . Posted in Archives


As part of its continued internationalisation to become a truly global company, AccorHotels has announced that it would not only drop the French name of its current loyalty program Le Club AccorHotels, but also transform it into a wider lifestyle program, called Accor Live Limitless (ALL). Beyond some nice, but rather fluffy marketing statements, no details have yet been revealed though what this will really mean for members, in terms of the basic program proposition, but also what new added concrete benefits will be added. Given Accor’s overall business transformation, there is certainly potential to do something nice here, but for the time being, it is simply wait and see – and to keep a close look at the value of points. A concrete launch date has not been announced, but the new platform is expected to be up and running in 2020. Oh yes, ALL will also become the new jersey sponsor of football club Paris St Germain as of 2019/20 – whether this will finally stop its shameful performance in the Champions League year after year remains to be seen…