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Accor’s Le Club loyalty program is due for a brand refresh. From late 2019, Le Club will become Accor ALL, which we’re told stands for “Accor Live Limitless”. This will become the single, combined loyalty program of Accor’s existing and newly-acquired brands – some of which still have their own loyalty programs. Hotel brands to be brought under the Accor ALL portfolio will include Mantra, Art Series and Peppers.
Accor has revealed that it will introduce two new status tiers in early 2020, to reward the hotel chain’s most frequent guests. A new Diamond status tier will be introduced for members that accumulate 26,000 status points during the year. Accor has also promised a new top-tier invitation-only status, but hasn’t provided more detail.
While the benefits of the new Diamond status are not yet revealed, Accor has promised a new Platinum benefit. Platinum members will now receive one guaranteed suite upgrade upon reaching Platinum status at 14,000 status points, plus an additional upgrade night for every 4,000 status points earned beyond this.
Other than that, we don’t yet know a whole lot about what Accor ALL will bring. The hotel chain has made lots of vague promises that the program will encompass more than just hotel stays with “more elite experiences” and partnerships with restaurants and entertainment providers. But once you look past the buzzwords and endless marketing fluff in the press release, it’s difficult to know what this will actually mean for program members. It could just be that you’ll soon be able to redeem Accor points for restaurant vouchers or concert tickets – in addition to hotel stays and transfers to airline frequent flyer programs.
There will be no changes to status qualification, nor to the rules for earning points, point expiration or status benefits (other than the new Platinum suite upgrade benefit). But, curiously, Accor has not ruled out changes to point redemptions. So keep an eye out for news about possible changes to redemption options and pricing.
AFF members are cautiously optimistic about the changes. Accor’s current Le Club loyalty program is not currently considered a top choice in Australia as rewards are revenue-based and top-tier status benefits are generally inferior to those offered by other hotel loyalty programs. As is stands, Accor Platinum status does not come with guaranteed upgrades or even free breakfast. The upcoming changes should address this.
I do like the sound of guaranteed bookable upgrades. Just naturally sceptical. And I fear certain hotels will take the fact that Plats are no longer the highest tier to justify changes such as fewer upgrades, poorer quality welcome drinks, etc. Even if, as you say, formal devaluation may be a ‘down the track’ thing.
As per the latest teaser – got another email tonight – they haven’t forgotten Mantra. The range of brands joining – the email mentions Mantra, Art Series, Peppers and Breakfree – makes this program more interesting, albeit not more inspiring.
Marriott and Starwood Preferred Guest recently merged under the Marriott Bonvoy brand. That particular merger has not been without its problems.
Join the discussion on the Australian Frequent Flyer forum: “Le Club Accor” to becom “Accor Live Limitless” or “ALL”
