With Accor group launching a new lifestyle loyalty programme called ALL, ITB Berlin News asked Amir Nahai, Chief Executive Officer Food & Beverage and Lifestyle and Maud Bailly, Chief Digital Officer in charge of Digital, Distribution, Sales and Information Systems to tell what are the rationals behind ALL
Maud Bailly: In less than five years, Accor dramatically changed to become the most comprehensive portfolio of the industry with over 35 hotel & non hotel brands. ALL’s purpose is to leverage this unique ‘Augmented Hospitality’ ecosystem to create a new Guest Promise, based on four pillars: New premium status; Enriched benefits; Partnerships & experiences; New identity & branding. ALL means ‘Accor Live Limitless’ and we want to get into our Guests’ daily life to create unique moments according to their passions.
Why calling it a “lifestyle” loyalty programme?
MB: we want to move from a mainly transactional to an allexperiential program. We want ALL to become a daily-life companion for our guests, and not only when they stay in our hotels. To get this “lifestyle” dimension, we decided to better meet our Guests’ expectations, by emphasizing on the simplicity of usage, the immediacy, the personalization, and through an enriched range of services.
PASSIONS ARE INDEED AT THE CORE OF OUR LOYALTY PROGRAMME
Passions are not something used as a ‘core’ value in loyalty programmes. How will you address this point?
MB: To design the ALL’s promise, we conducted a study in many countries, listening to over 35,000 of our loyalty members. Three main passions clearly came out: Entertainment, Dining & culinary, and Sport. To address these passions, we will create specific partnerships to offer new experiences. Passions are indeed at the core of our loyalty program to engage our members by talking to them with our heart!
Amir, tell us about food and beverage at Accor.
Amir Nahai: Food & Beverage is the heart and soul of Accor hotels. It is increasingly central to the guest experience and a factor of choice to stay at one hotel. We have over 10,000 bars & restaurants all over the world. Many of these cater mostly to locals who do not necessary sleep in hotels. We then decided that our members will be able to earn & burn points by dining in our restaurants even if they are not staying at the hotel.
You also oversee Accor’s Lifestyle brands, can you tell us about these?
AN: Over the past couple of years, we created the most comprehensive portfolio of icons that frankly created this lifestyle category. These include brands such as SLS, Delano and Mondrian and also Mama Shelter and 25 Hours. We are also incredibly excited about Jo & Joe which will totally redefine the word “hostel” – the first property opens shortly in Paris. These places provide more than a place to sleep in, they offer unforgettable experiences, awesome bars and fantastic restaurants. ALL will progressively also cover all these brands.
Can you mention some of your new partnerships in ALL?
MB: We set up a partnership with AEG, a world’s leading sports and live entertainment company, with over 100 million guests a year. AEG will include premium venues providing over 60 000 tickets and private suites for our loyalty members in Latin America, Asia and Europe. A second partnership has been created with IMG, a global player operating in more than 30 countries in sports, events, media, fashion as well as gastronomy experiences. This partnership will translate into chef masterclasses and culinary encounters for our members but also to provide access to food festivals from 2020 in London, Paris, Sao Paulo, Hong Kong and Toronto.
When ALL will be available for Accor guests?
MB: The ALL promise will be live in Q4 2019. And it will only be… the beginning! We will continuously enrich our new Loyalty ecosystem with new features as Guests ‘engagement is a never-ending journey.
Hall 9 / Stand 214
Photo: Left : Maud Bailly Chief Digital Officer in charge of Digital, Distribution, Sales and Information Systems; Right : Amir Nahai Chief Executive Officer Food & Beverage and Lifestyle