Accor Unveils A New “Lifestyle Loyalty Program”…But Tells Us Next To Nothing About It

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Accor Hotels has today unveiled a new lifestyle loyalty program which appears to be taking the place of the current Le Club AccorHotels loyalty program which covers all the Accor brands.

“Accor Live Limitless” (ALL) will have a new app and new website but, rather unhelpfully, no launch date has been mentioned in the press releases I’ve seen so far.

Here’s a link to the placeholder website.

Pealing away some of the truly over-the-top marketing nonsense that Accor has come out with  today, this is what it seems we are being promised by Accor Live Limitless:

  • New premium status
  • New benefits
  • The ability to earn and burn “across the broadest range of brands in the industry”
  • A new digital app
  • More ways to use points

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Details are currently very thin on the ground as Accor hasn’t said what the new premium status will look like or what new benefits we can expect. It also hasn’t made any mention of any changes to the earning/burning rates that current Le Club AccorHotels members are used to.

In fact the only details Accor is happy to share at this point appear to be details surrounding a part of the program that’s clearly based on Marriott/SPG Moments.

Accor has announced three new partnerships today which it says will help it offer guests experiences in the world of entertainment, dining and sports:

AEG Partnership:

Accor is extending its partnership with AEG beyond the AccorHotels Arena to include premium venues offering over 60,000 tickets and private suites to loyalty members in Latin America, Asia and Europe – no mention of anything in North America.

IMG Partnership:

Accor has entered into a new partnership with IMG which, according to the hotelier, “will unlock access to chef masterclasses and culinary encounters for our best members courtesy of our loyalty program

From 2020 “ALL” members will be able to enjoy the best of Taste Festivals in London, Paris, Sao Paulo, Hong Kong and Toronto, with growth and expansion of the partnership into new cities expected over the next three years.

Once again there’s no mention of anything in North America

Paris Saint-Germain Football Club Partnership:

If you’ve been underwhelmed by the first two new partnerships I doubt you’re going to like this one any more.

Accor has signed a deal with PSG to become its new shirt sponsor from the 2019/20 football (soccer) season but, rather amusingly, Accor hasn’t bothered to say how this move will improve anything for ALL members or what, if anything, PSG will be offering ALL members going forward.

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Bottom Line

What a lot of utter garbage.

I got progressively more annoyed as I read the press release and gradually realised that there is absolutely no information there whatsoever.

Quite simply, Accor has said that it will be unveiling a new loyalty program but has told us absolutely nothing about it….except for the ridiculous name.

There’s nothing about the new status level mentioned, nothing about earn and burn, nothing about the “enriched benefits”, nothing, nothing, nothing.

Even the new partnerships are a dictionary definition of “underwhelming”.

What a colossal waste of time.

If I was writing a script for a spoof TV show about marketing “gurus” and the nonsense they say and write I still couldn’t have come up with half of the over-the-top nothingness in this press release.

Here’s a link to the full press release (which doesn’t even resolve properly if you try to read it in Safari) so you can take a look at the drivel that Accor has put out.

In the spirit of “award season”….

The award for most pointless press release of the year goes to……Accor Hotels.

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