Accor Group, the Paris-based hotel giant, plans to expand its subscription cards globally in support of its premium loyalty program. The new program, called All Plus, will grant members discounts and perks worldwide instead of regionally, a significant expansion from its existing offering in just a few regional markets including Asia Pacific, India, China, and Brazil. Accor’s decision aims to increase its portfolio of loyal customers since the pandemic-led downturn in the travel industry. The All Plus program is expected to launch in the first half of 2022, with subscribers receiving benefits across Accor’s global network of over 5,200 hotels, resorts, and residences.
The All Plus program is set to cater to all types of travelers, providing access to economy to luxury-level hotels, resorts, and residences. Moreover, the program is designed to be flexible, allowing subscribers to customize the benefits they receive, emphasizing the bespoke service that will accompany their loyalty program membership. Additionally, members will earn more direct benefits when booking stays directly with Accor in comparison to using travel agents.
Accor is aiming to rejig its business model to capitalize on the growing preference for luxury and the lifestyle of the new-age traveler. However, the hospitality giant struggled during the lockdown as its occupancy rates dropped by more than 60% in the first quarter, leading its revenue down by 38% globally. To combat this strategy, Accor launched a comprehensive restructuring plan called “ALL Heartist”, aimed to streamline its branding and organizational structure while focusing on its loyalty program. The new loyalty program, All Plus, aims to expand Accor’s membership base, improve revenue streams, and increase occupancy rates amid an uncertain travel climate disturbed by the ongoing COVID-19 pandemic.
All Plus program aims to provide subscribers with great privileges and amenities, such as dedicated customer service, early check-in and check-out facilities, and access to exclusive clubs and lounges. Accor’s premium loyalty program typically targets business travelers, including travel managers and travel agents. The All Plus program aims to capture a wider range of travelers, also including leisure travelers, a market sector experiencing exponential growth post-pandemic.
In conclusion, the All Plus program is a significant expansion from Accor’s previous subscription card offering, with the new program aimed to capture more subscriber loyalty to help the hotelier combat the effects of the COVID-19 pandemic. The program aims to attract both business and leisure travelers, with its bespoke nature and the breadth of rewards on offer.