Who will have the most members signed up to their loyalty schemes? For decades, hotel groups have been waging a war of points earned, stays offered and experiences promised to win the loyalty of their customers. But at a time when competition is fierce and consumer habits are changing rapidly, we have every right to question the relevance of these programmes.
Tell me your number of members and I’ll tell you the strength of your programme After being launched in 2019, Accor’s ALL programme has now reached a symbolic milestone: 100 million members. For Alix Boulnois, General Manager of Business, Digital & Tech at Accor, ‘this figure demonstrates the…
