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Accor upgrades loyalty program

Le Club Accor

Only five years after it was launched, Le Club Accorhotels, Accor’s global loyalty program, already boasts over 15 million members and this month, Accor unveils an even more generous program that rewards the Group’s most loyal customers at 2,700 hotels around the world, from luxury to economy.

New benefits include more points earned per stay, increased flexibility to use points and a host of exclusive privileges. This announcement comes hot on the heels of Accor’s re-launch of the program in October last year which included upgrades to member benefits including free internet for Silver members and above.

The new Le Club Accorhotels point earn rate has increased and loyalty guests will now earn more points for every eligible stay depending on current membership status. For example, a Classic member staying at Novotel Sydney Brighton Beach or The Menzies Sydney will now earn 2.5 points compared to 2 points for every dollar* spent.

These new points earn rates means that it is now quicker for Classic members to reach Silver status and therefore enjoy more benefits of being part of Accor’s loyalty program.

At the other end of the membership tier, Platinum members will earn 4.4 points compared to 4 points previously. In addition to earning points faster, members have the flexibility of redeeming a voucher or booking with points online at hotels such as Sofitel Gold Coast Broadbeach and Sofitel Brisbane Central.

Le Club Accorhotels Points Earn Rate as of 1st July 2014:
-Classic: EUR 1.00 = 2.5 points
-Silver: EUR 1.00 = 3.125 points
-Gold: EUR 1.00 = 3.75 points
-Platinum: EUR 1.00 = 4.375 points

Deputy Chief Executive Officer, Vivek Badrinath, said, “When guests arrive in an Accor hotel, they expect to be recognised and rewarded for their loyalty. They attach a lot of importance to the tailored service we provide. Developing our customers’ loyalty is key to creating a preference for our brands at a time when the digital revolution allows us to go further in adapting our welcome to their expectations.”

A loyalty program is the third most important hotel selection criteria after geographic location and price according to Accor’s loyalty members. 83% of the ‘Le Club Accorhotels’ program members declare that being a member is a key factor when it comes to booking a stay in an Accor hotel**.

Le Club Accorhotels offers members advantages at every stage of the customer journey: before their stay, they enjoy exclusive access to private sales with discounts of up to 50 percent, and during their stay they benefit from dedicated services.

All the Accor hotel brands participating in the program offer the same core advantages. Silver status members receive a welcome drink and can benefit from late check-out. Gold status members are offered a room upgrade as well as early check-in. Accor’s midscale and upscale brands also offer specific services such as VIP treatment depending on member status.

For every €10 spent, members earn 25 points, and as soon as they reach 2,000 they get €40 voucher that they can deduct from their bill at a future stay in one of the group’s hotels or convert into privileges with one of the program’s many partners including airlines and car rental firms.

Thanks to the Accorhotels.com mobile application, the experience of loyal customers is made even easier since they can use it to see how many points they have and to display their card so it’s always within easy reach. Le Club Accorhotels members earn bonus points when they check-in on Facebook with “Places by Le Club Accorhotels”. The Le Club Accorhotels Facebook page already has over 240,000 fans.

*Point earn rate for every €1 EUR or approx AUD $1.50 spent
**2013 Accor IPSOS survey of Le Club Accorhotels members

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