Accor reverts to old branding, unveils new loyalty program and team up with football giant

After rebranding as AccorHotels in 2015, the hospitality behemoth has announced it has reverted back to the ‘Accor’ name.

The company has also launched a lifestyle loyalty program, ALL (Accor Live Limitless), that it says will open doors across a portfolio of over 30 hotel brands, as well as a collection of bars, restaurants, nightclubs and ‘money can’t buy’ experiences.

ALL of Accor will be delivered through a new app and website, and will address four strategic stakes for the company:

  • introducing new premium status to reward its most loyal members;
  • enriched benefits according to its augmented hospitality strategy.
  • a worldwide connected experience to earn and burn points across a broad range of brands; and,
  • a new digital app delivering value across work, live and play.

Accor is extending its partnership with AEG to include premium venues, providing over 60,000 tickets and private suites for loyalty program members in Latin America, Asia and Europe.

The group has also signed a new partnership with IMG, which will unlock access to chef masterclasses and culinary encounters for members courtesy of ALL.

Starting in 2020, loyalty program members will 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 over the next three years.

Furthermore, Accor has signed a global multi-year partnership with Paris Saint-Germain. The agreement will see ALL become the principal partner and official jersey sponsor of the French football club from the beginning of the 2019/2020 season.

To reflect the ambition of the group and the premium nature of its brands, Accor has also launched a new premium visual language, including a new corporate logo.

The two distinctive brands, Accor and ALL, will utilise the same ‘iconic A’ monogram that is designed to represent the seal of excellence of the group, and which fuses the letter A with the bernache, which is the historical emblem of the group.

All of these announcements coincide with Accor’s full-year results for 2018, which showed the group’s revenue grew almost 17 per cent to $6.6 billion, and its earnings before interest, taxes, depreciation and amortisation increased by 14.5 per cent to $1.3 billion.