Accor Plans New Guest Loyalty Program Called ‘ALL’

Lobby, Fairmont Copley Plaza, Boston

French hotel group Accor, which owns the Fairmont, Sofitel, and Raffles hotel chains, announced plans for a new guest loyalty program called ALL, which stands for Accor Live Limitless.

The hotelier operates over 4,800 hotels in 100 countries.

The company plans to launch the ALL program by the end of the year. It will add new elite status levels and benefits as well as the opportunity to earn and use points at all of Accor’s properties

With the launch of ALL, Accor said it will introduce partnerships with several companies that it says “illustrate” three passion points with its loyalty-program members, namely entertainment, dining, and sports. The partnerships include IMG, which will offer chef master classes to top-tier elites, and AEG, which will provide tickets and private suites at sports events and concerts to elite members.

The hotelier will also become the principal sponsor of the Paris Saint-Germain Football Club.

Last year, Accor merged Raffles, Fairmont, and Swissôtel hotels into its current Le Club loyalty program.

(Photo: Accura Media Group)