In this exclusive interview, Maud Bailly, CDO of Accor explains the ALL-Accor Live Limitless ambitions
December 2019 saw the launch of Accor Live Limitless (ALL). Speaking to ITB Berlin News, Maud Bailly, Chief Digital Officer in charge of Digital, Distribution, Sales and Information Systems at Accor, described this innovation in more details.
ALL is our new loyalty programme, a daily lifestyle companion for our members with one strong purpose: to provide a new platform combining rewards, services and experiences across our entire Augmented Hospitality ecosystem. With ALL, Accor deploys its innovative vision of the hotel industry far beyond the night-stay – you don’t even have to spend a night with us, let’s enjoy a yoga class, a great meal, or a co-working session. By multiplying touchpoints with our guests, thanks to a network of nearly 5,000 hotels, 40 brands and a constantly-enriched range of services all around the world, ALL aims to increase frequency of usage and stickiness among its loyalty members community, through daily services as well as “money can’t buy” experiences.
What can ALL members expect from these experiences?
ALL means new services and new personalised experiences, with an exceptional quality of hospitality. In addition to bookings and privileges, members can benefit from over 60,000 tickets and private suites at shows by music artists such as Elton John, Lana Del Rey or Muse, or exclusive food experiences at international TASTE festivals. Sports fans can get access to Rolland Garros, the Ryder Cup or a Paris Saint-Germain (PSG) football match.
Can you tell us more about this PSG partnership?
ALL is the Principal Partner and official jersey sponsor of the Paris Saint-Germain team. ALL expands the Elite Experiences to even more exceptional moments and offers meet-and-greets with players of PSG Football Club, as well as VIP tickets and experiences. Recently, six members of ALL were chosen to reveal the new PSG jersey. Hailing from France, Guadeloupe, Japan, Brazil, Canada and Rwanda, these fans embody PSG’s growing popularity around the world.
What are the benefits for Accor’s business customers?
ALL will redefine the way we recognise our business travellers and accompany them along the course of their important business trip. From personalised preferences on the online booking tool, to a free welcome drink on arrival and a tailored stay, to accumulating points towards experiences and rewards, everything about the programme elevates the experience and ensures dedicated recognition.
In addition, members can enjoy innovative opportunities to earn points with partnerships in mobility such as airlines and much more to come in urban mobility.
Photo: Maud Bailly, Chief Digital Officer, Accor
• Maud Bailly began her higher education at Ecole Normale Supérieure, where she studied Modern Literature. She then obtained a Master’s degree in Public Administration from the Institut d’Etudes Politiques de Paris (Sciences Po) and is also a graduate of the Ecole Nationale d’Administration.
• Previous work at the SNCF led to her becoming Director of Trains in 2014, responsible for coordinating the network and transforming the professions of the SNCF’s 10,000 ticket collectors and 3,000 station agents. She then joined French Prime Minister Manuel Vall’s office as Head of the economic department responsible for budget, fiscal, industrial and digital affairs, before joining Accor in 2017.
• Maud is a member of the French Digital Council (CNNum) a 30-strong circle nominated by the French Minister of Digital to study digital-related topics, with a focus on stakes & perspective of the digital transition of French society, economy, companies, organisations, public action and territories.