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Accor unveils brand overhaul; dedicated lifestyle loyalty program

Dropping the ‘Hotels’ from its official company banner, the newly restored and renamed Accor has today unveiled a dedicated lifestyle loyalty program designed to reward members across hotel stays, dining, nightclubs and cultural experiences.

Dubbed ‘All’ which in long-form reads “Accor Live Limitless”, the new program comes in the form of a new smartphone app and website.

Members will notice some similarities to the existing Le Club AccorHotels loyalty program such as a global points earn-and-burn. The new program comes with enhanced benefits and a range of new premium membership tiers for guests to reach, each loaded with increasingly more exclusive experiences including behind-the-scenes access at concerts and sporting events.

As part of the global aspects of the new program, Accor has signed a multi-year deal with French football powerhouse Paris Saint-Germain, which will see the new Accor loyalty brand replace Emirates as the front of jersey sponsor.

In addition, a new agreement with IMG will unlock a world of exclusive culinary experiences around the world, granting members access to major Taste Festivals in London, São Paulo, Paris, Hong Kong, Toronto and other major cities. This new agreement kicks off from 2020.

In a third major development, Accor has extended its naming rights sponsorship of AccorHotels Arena and expanded it to offer ALL members access to premium concert tickets and private suites at major events. This agreement is in place with AEG – one of the world’s leading live entertainment and major sporting promoters.

Finally, a new corporate logo incorporating the ALL ‘A’ monogram was unveiled at the same time. The new marque is gold in colour but will adopt the same dual-stroke design for brand synergy across Accor and ALL. Further details on the global rollout of the new branding is expected soon.

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