Accor’s loyalty program surpasses 100 million members

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Experiential rewards, sustainability initiatives, and direct bookings fuel growth – but challenges remain in catching industry giants Marriott and Hilton

Mar 21, 2025

Accor has announced that its loyalty program, ALL (Accor Live Limitless), has surpassed 100 million members globally since its launch in 2019. The program distinguishes itself by offering more than traditional point-based rewards, integrating exclusive experiences and brand partnerships to enhance member engagement.

Key takeaways

Milestone reached: ALL now has over 100 million members, with 11 million joining in 2024 alone.
Competitive landscape: ALL still trails behind Marriott Bonvoy (228M), Hilton Honors (210M+), IHG One Rewards (145M), and Wyndham Rewards (114M).
Business impact: ALL members spend twice as much as non-members, and 1 in 3 bookings are now made by ALL members, helping reduce OTA commission costs.
Experiential focus: ALL emphasizes exclusive experiences (e.g., concerts, VIP sports events) over traditional rewards, aligning with its “augmented hospitality” strategy.
Upcoming partnerships: Accor plans to add 15 new partners in sectors like travel, finance, and shopping in 2025.
Sustainability integration: Initiatives like “Skip the Clean” reward eco-conscious behavior and reflect the program’s social impact focus.
Growth challenge: Despite momentum, ALL still lags behind competitors due to Accor’s smaller hotel footprint (5,600+ properties vs. Marriott’s larger scale).