ACCORHOTELS has decided to return to “Accor” branding, and replace Le Club AccorHotels with a new lifestyle loyalty program.
The news comes more than three years after a rebrand from Accor to AccorHotels, which the company said at the time aimed to increase “clout and visibility” and to connect better to digital platforms (TD 04 Jun 2015).
Accor CEO Sebastien Bazin said the latest rebrand was because “we’ve been doing so much more than hotels”.
“Of course hotels are still going to be the core activity of Accor for the next 50 years, but we’ve added so much [to the] ecosystem, so we are getting slowly but deeply into augmented hospitality,” he said.
In early 2020, the company will also swap out its Le Club AccorHotels program for a new lifestyle loyalty program called “ALL of Accor”.
The new global platform will integrate rewards, services, and experiences and provide access to over 30 hotel brands as well as bars, restaurants, nightclubs and experiences.
This new lifestyle loyalty program will be delivered through a new app and website.
Additionally, Accor has secured three new partnerships with sports and live entertainment company, AEG; specialist sports, events, media, fashion, and culinary immersive food experience, IMG and Paris Saint-Germain Football Club.
The partnerships are set to add value for loyalty members across entertainment, dining and culinary and sports – more HERE.
Source: traveldaily