Accor promises no devaluations in new ALL scheme, Accor Plus to stay
By James Fordham, March 27 2019
Accor’s new ALL loyalty scheme aims to bring the loyalty programs of its existing brands and recent acquisitions under one roof, while also introducing additional Diamond and Black tier levels for Accor’s most valuable customers.
The idea for a loyalty scheme encompassing the entire suite of Accor brands has been in the works since 2015, and for good reason – Accor now operates over 30 sub-brands across almost the entire gamut of accommodation types, and travellers can logically expect to be rewarded no matter where in that portfolio they stay.
Australian Business Traveller sat down with Accor’s Global Chief Brand Officer, Steven Taylor, to discuss the new ALL scheme and what members could expect.
Accor's Global Chief Brand Officer, Steven Taylor
Chief among our concerns was the prospect of devaluations, which we’ve seen occur when some other hotel loyalty programs have been merged. Taylor was emphatic when he assured us that “there will be absolutely no devaluation as a result of the change”.
Instead, the ALL program will focus on “adding value”, according to Taylor. While a full outline of the benefits should be published in the coming months, Taylor promised that members “will be delighted with the new benefits and the additional value”.
When asked how ALL would tie in with the Accor Plus subscription program, Taylor said there were currently no plans to change the Accor Plus model or branding, even hinting that the success of Accor Plus could merit extending the program beyond the Asia-Pacific region.
The debut of Accor ALL also brings about two new tiers – Diamond, which can be earned through a high number of stays, and the invitation-only Black level for VIPs and Accor’s most valuable customers.
Taylor admitted that retaining guests who reached Platinum and then started looking elsewhere was a primary driver in creating Diamond.
“High-net-worth frequent travellers will gain the elite status, and then their activity will fall off”, he reasoned. “By adding those tiers, you can continue to add value for the most profitable customers”.
Accor has yet to reveal the main benefits of Diamond and Black, but we do know that ALL Diamond will require customers to earn 26,000 status points per year, compared to the 14,000 point requirement of ALL Platinum.
ALL members will also be eligible for 'Suite Night' upgrade certificates - the first upgrade certificate will be issued when members earn their Platinum status with 14,000 platinum status points. Once this tier is reached, additional upgrade certificates are awarded for every 4,000 status points you accumulate.
James has been interested in aviation ever since his first flight. When he’s not travelling, he’s still on the road indulging his motoring hobby, or trying a new whisky.
Qantas - Qantas Frequent Flyer
09 Nov 2018
Total posts 104
Cant wait, looking forward to Diamond status. Lets see what other benefits we receive.
Qantas - Qantas Frequent Flyer
02 Sep 2018
Total posts 153
Totally agree. Recently stayed in Sebel Manukau in Auckland where they give free parking to Gold and above, saved me so much.
23 Aug 2016
Total posts 13
Parking makes too much for Accor to hand it out for free to their most frequent guests, unfortunately.
Qantas - Qantas Frequent Flyer
26 Sep 2011
Total posts 77
They’ve been particularly miserly on status matching with other hotel programs so it will be interesting to see they do some status matches as part of the re-launch - but I’m not holding my breath
05 Jul 2017
Total posts 6
My experience is the Accor scheme has been quite miserly full-stop. Has anyone been really impressed with Accor's loyalty programme and what broadly are your travel/accomodation habits?
Qantas - Qantas Frequent Flyer
24 Aug 2017
Total posts 12
I usually stay in an Accor hotel around once every 2 weeks or so. Even when I was Silver I would regularly get upgrades.
Qantas - Qantas Frequent Flyer
02 Sep 2018
Total posts 153
I find it reasonable as a gold member to stay in novotels and mercures. Often receive my welcome drinks without asking and also a little fruit plate for an amenity. Upgrades are rare though and usually only to a 'superior' room, whatever that means. I find high end sofitels and SO to be the most stingy with benefits though.
Qantas - Qantas Frequent Flyer
17 May 2015
Total posts 79
While the benefits might remain the same on paper I think the very fact that Accor are adding two higher categories will devalue Platinum in reality.
Qantas - Qantas Frequent Flyer
10 May 2012
Total posts 134
I've got Silver Status through AMEX but find the whole Accor program just so confusing to the point of being put off staying in their hotels. Same as with IHG which also is very confushing with too many levels. Hilton Group is much clearer but not perfect with regard to status benefits at each level.
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