Hotels

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.

SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Aviation

Strong winds force flight cancellations at Sydney Airport

by Huntley Mitchell

The wild weather has also seen Sydney blanketed with pollen and chemists inundated with hayfever sufferers.

Share

CommentComments

Hotels

Luxury hotel to be built on top of old Nazi bunker

A former Nazi bunker is going to the next level – literally – with a luxury hotel to be built on top of it.

Share

CommentComments

Cruise

Could this be the world’s greenest cruise ship?

This new build is set to be sleek and luxurious, and use clean LNG fuel. Oh, and did we mention that you can live on it?

Share

CommentComments

Events

Tourism

Have you secured your spot at The Travel Awards?

Wanna be a part of the glitz and glam that is The Travel Awards? Secure your spot now before tickets sell out!

Share

CommentComments

Aviation

Qantas finds most passengers aren’t tackling jet lag the best way

Think you know how to beat jet leg effectively? Well, don’t be so sure, suggests this new Qantas research.

Share

CommentComments

Tourism

Flavour of the Week: Norwegian’s big reshuffle, Singapore Tourism welcomes new staff + MORE!

Our Flavour of the Week is bursting with the tang of executive reshuffles and zesty fresh faces, best enjoyed with a dollop of sour cream and a few corn chips.

Share

CommentComments

Travel Agents

Agent Wrap: Excite’s award win, Change Makers returns, agents take on India + MORE!

Judging by the length of this Agent Wrap, it’s been a slow week for the trade. Well, slow for a bunch of globe-trotting socialites, that is.

Share

CommentComments

Destinations

Aloha Friday Wrap: Island of Hawaii update, Hawaiian Airlines’ starring TV role + MORE

Looking to brush up on your knowledge of all things Hawaii? Go from novice to expert with this…

Share

CommentComments

Aviation

How Hawaiian Airlines is flying cleaner

Hawaiian Airlines is intent on lowering fuel burn and reducing carbon emissions before, during and after each flight.

Share

CommentComments

Destinations

HTO showcases Hawaiian Islands during MICE famil

Last week, Hawai‘i Tourism Oceania (HTO) hosted a group of professional meeting planners for a MICE famil on Oahu and the Island of Hawaii.

Share

CommentComments

Aviation

Hawaiian Airlines to star in new season of Seven’s ‘Step Outside with Paul Burt’

Every weekly episode of the show’s second season will feature one to two Hawaiian destination stories, along with the chance to win a Hawaiian holiday.

Share

CommentComments

Destinations

Island of Hawaii update: what’s new, and things you probably don’t know

With an abundance of culture and history to share, the island is full of unique experiences and intriguing facts that inspire first-time and returning visitors.

Share

CommentComments