Friday, March 21, 2025
Accor’s ALL Loyalty Program hits 100 million members, redefining hospitality with exclusive rewards, global experiences, and sustainable travel. A milestone in loyalty innovation.
Accor’s ALL (Accor Live Limitless) loyalty program has achieved a remarkable milestone by welcoming its 100 millionth member, solidifying its position as one of the most successful and fastest-growing loyalty programs in the world. Since its launch in 2019, ALL has revolutionized the way travelers engage with hospitality, offering exclusive benefits, premium rewards, and unforgettable global experiences. This achievement not only underscores the program’s ability to drive growth and engagement for Accor but also highlights its transformative impact on the travel industry, providing members with access to the best prices, unique events, and seamless travel experiences across a vast network of hotel brands and partners.
A Global Leader in Hospitality Loyalty
Accor, a global hospitality powerhouse, has announced this exciting milestone for its ALL loyalty program, which has become a cornerstone of its business strategy. The program’s rapid expansion and growing appeal among travelers and hotel owners alike demonstrate its ability to deliver exceptional value. ALL offers members exclusive access to competitive hotel rates, unique experiences, and a comprehensive booking platform that enhances every aspect of the guest journey.
Unprecedented Growth in Just Five Years
Since its inception in 2019, ALL has experienced extraordinary growth, evolving from a traditional loyalty program into a dynamic performance engine that drives guest engagement, boosts financial results, and strengthens brand visibility. The program’s success is evident in its ability to attract and retain members, contributing significantly to the overall growth of the Accor Group and its network of hotel partners.
In 2024 alone, ALL welcomed 11 million new members, doubling its membership base since its launch. On average, ALL members spend more than twice as much as non-members, showcasing the program’s effectiveness in driving higher revenue for Accor’s hotels. The ALL app has also played a pivotal role in this success, with a 45% increase in business volume in 2024 compared to the previous year.
A recent survey conducted in early 2025, involving over 5,300 members, revealed that ALL enjoys a high level of brand loyalty, with an impressive rating of 7.8 out of 10. This positive sentiment reflects the program’s ability to create meaningful connections with its members and deliver on its promises.
Redefining Loyalty: The ALL Global Experience Platform
ALL has transformed the concept of a loyalty program, going beyond the traditional points-for-stays model to become a fully integrated global experience platform. Members now have access to a wide range of lifestyle experiences and services that connect them with the worlds of travel, hospitality, and entertainment.
With over 7,700 unique experiences available worldwide, ALL members can enjoy everything from local cultural activities to exclusive access to world-class sports and music events. Iconic venues like the Accor Arena in Paris and Accor Stadium in Sydney serve as prime examples of how ALL provides unparalleled access to premier entertainment.
The program has also built a robust network of over 110 strategic partnerships across industries such as travel, finance, shopping, and insurance. These collaborations offer members exceptional benefits, including discounts and exclusive access to services. In 2025, ALL plans to expand its portfolio by adding up to 15 new partnerships, further enhancing its value proposition.
Seamlessly integrated with Accor’s extensive brand portfolio—including Raffles, Fairmont, Sofitel, Pullman, Mama Shelter, The Hoxton, Novotel, and ibis—ALL ensures that members always receive the best prices and premium services when booking stays. This extensive network allows members to enjoy the convenience and luxury of their favorite Accor hotels while earning additional perks and rewards.
A Commitment to Sustainability
In alignment with Accor’s broader sustainability goals, ALL actively promotes eco-friendly practices and environmental responsibility. In 2023, the program partnered with Dift, enabling members to donate their reward points to support meaningful causes. This initiative resulted in an impressive donation of 11 million points, highlighting the generosity of ALL members and their commitment to making a positive impact.
Additionally, ALL introduced the innovative “Skip the Clean” program, which encourages members to reduce their environmental footprint by opting out of daily housekeeping services. This initiative helps conserve water, minimize the use of cleaning products, and extend the life of linens and towels, benefiting both hotels and guests.
By rewarding members for choosing sustainable options, ALL is driving positive change in the hospitality industry and aligning with Accor’s vision of promoting responsible hospitality worldwide.
A Vision for the Future
As ALL looks to the future, it is well-positioned to continue its growth and redefine the hospitality loyalty landscape. With its global reach, commitment to sustainability, and focus on delivering personalized experiences, ALL is setting new standards for how travelers engage with hotels, experiences, and brands.
The program’s mission to drive traffic and revenue for hotel owners while offering unrivaled choice and flexibility for guests will only grow stronger. By expanding its portfolio of experiences, strengthening its partnerships, and innovating in digital loyalty solutions, Accor is paving the way for even greater success in the years to come.
