The future of loyalty at Accor


From stunning guest experiences at Accor Stadium to a groundbreaking loyalty partnership with Qantas, meet Accor’s award-winning sales team and learn how they drive returning guests to the Pacific’s leading hotel operator again and again.

How does your partnership with Accor Stadium open up growth opportunities for owners?

Sarah Derry, CEO, Accor Pacific: When we announced our seven-year deal to sponsor the Accor Stadium last year, we received an overwhelmingly positive response from our guests and members. Our loyal members tell us they love having insider access to experiences, entertainment and sporting events. The strength of the Accor stadium, our brands and our network places our partners in a privileged position for future growth. Owners and developers want to take advantage of this and investment opportunities with a proven operator with diverse and attractive hotel brands in the luxury, lifestyle and economy, midscale and upscale segments, combined with a scale unmatched in the region. Through powerful hotel brands, strategic partnerships and loyalty, Accor will continue to deliver competitive advantage that maximizes property and market value.

Kent Warren, Vice President of Revenue and Analytics: Expanding, achieving and sustaining revenue performance while building on long-term sustainable demand through marketing, loyalty and partnerships is an integral part of our roadmap and growth plans . We remain very excited about the potential of our core Pacific market and are fortunate to be in a region that is well positioned for significant growth opportunities. We have a good mix of leisure and business travelers, and we are in a strong position to continue growing our market share, supporting our teams and customers, and creating more value for owners.

Accor has secured the naming rights for the main Sydney Olympic Park site.

Why is Accor Live Limitless such an attractive loyalty platform for customers?

Renée Trimble, Chief Operating Officer: Accor Live Limitless (ALL) is synonymous with lifestyle. The booking platform gives consumers direct access to the best choice of brands across the Pacific. The secret is that EVERYTHING goes beyond hotels, resorts and apartments. ALL is about creating an emotional connection with our members, even when they are not staying with us. ALL connects them to what they love, and engages them in their daily lives. We do this by actively leveraging every channel we own and creating many additional opportunities with partners in the hospitality, travel, sports, entertainment and experiences industries. The Accor stadium is an excellent example.

Anne Gill, Vice President of Sales and Connected Partners: ALL now functions as a loyalty ecosystem connecting our members to our many and diverse properties such as Sofitel, Pullman, Mantra and Mercure, through relevant and engaging content, offers or events on our websites, e- emails, apps, partners and social media channels. . ALL provides significant benefits to our B2B customers at corporate and business events. Our scale and diverse brand portfolio allow these customers to earn points faster and access unique and diverse experiences, many of which are delivered through our strong partnerships with AFL, AFLW, NRL, NRLW, NZ Cricket, NZ Rugby and Netball Australia.

What is the future of partnerships for Accor?

Karmen Ou, VP Partnerships: Towards the end of last year, we announced a major milestone in our partnership with Qantas: a deeper partnership that will see joint members of our frequent flyer programs rewarded at every stage of their journey. Our partnership with Qantas, where Qantas Frequent Flyer and ALL – Accor Live Limitless members can for the first time be rewarded twice when they fly with Qantas and stay at one of Accor hotels, is a game-changer. As we grow our partner network, we are consciously expanding with world-class partners who align with our members’ passions in entertainment, food and sports.

Nick Parmar, Vice President of Marketing and Customer Experience: The launch of Accor Stadium is firmly in line with our vision to create incredible customer experiences for our members, owners and loyal customers. We strive to bring our new hotel brands and ALL – Accor Live Limitless to Accor Stadium to life, paying close attention to detail in the quality of the guest experience. This partnership creates opportunities for far-reaching campaigns that touch on joint PR, marketing and loyalty initiatives, realizing tremendous value for owners, guests and loyal members.

How do you unleash the power of digital, data and knowledge?

Chris Mills, Vice President, Digital and Loyalty: We continually invest in the best digital technology to engage our customers and members through their preferred channels; leverage websites, social media, email communication and ALL APP to create memorable one-to-one interactions that build loyalty and drive revenue. goes beyond a traditional booking platform; provide our members with unique, engaging and inspiring content to help them access experiences – while traveling and also closer to home. ALL members receive exclusive communications to help them maximize the value of the program, ways to earn more Rewards points, contests to win unlimited experiences at venues such as the Accor stadium, or offers that provide free access. presale or discounts through a variety of partners.

The ALL APP has also become a preferred channel for members to engage with us, giving them access to over 5,300 hotels worldwide while allowing members to earn rewards points on meals without a stay, d access their digital membership card and be the first to know about new offers via our app notifications. We also provide digital tools to help our hotel teams deliver memorable and personalized experiences. Using the ACDC – Accor digital guest card helps our team understand members’ preferences so that the preferred pillow, favorite drink or room preference can be delivered – helping our members feel at home away from home. at home, at each stay.


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