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15 million Le Club Accorhotels members rejoice as Accor upgrades loyalty program

July 3, 2014 Loyalty No Comments Email Email

Only five years after its launch, Le Club Accorhotels, Accor’s free loyalty program, already boasts over 15 million members.

unnamedToday, Accor unveils an even more generous program that rewards the Group’s most loyal customers on all their stays 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 – such as upgrades and lounge access – for elite members of the program.

Accor Deputy Chief Executive Officer, Vivek Badrinath, comments “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.”

Le Club Accorhotels is unique in the hospitality sector because of its flexibility. It is the only hotel loyalty program that enables customers to use their points anywhere in the world without any date or availability restrictions. For every €10 spent, members earn 25 points, and as soon as they reach2,000 they can get a €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 (airlines, car rental firms, etc.).

A loyalty program is the third most important hotel selection criteria after location and price*. 83% of Le Club Accorhotels members declare that loyalty program membership is a key factor when it comes to booking a stay in an Accor hotel*. The group is therefore focusing on personalising its offer and acknowledging its most loyal customers with exclusive privileges:

An even more generous and caring program

‘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.

Le Club Accorhotels program members are therefore:

–  More privileged: depending on their status, they enjoy privileges in all the Group’s hotels around the world whatever the hotel category. Privileges range from priority welcome with rapid check-in, to access to the Executive Lounge at Sofitel.

–  More rewarded: from July 1st, the program offers up to 25% more points, fast-tracking guests to rewards and the program’s higher tiers (Silver, Gold and Platinum) ;

–  Freer: members can use the “Booking with points” function to use loyalty points to reduce their bills directly when booking on and the brand websites without date or availability restrictions all over the world.

Le Club Earning Structure 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

Exclusive privileges to enjoy the best of Accor hotels

All brands participating in the program offer the same core advantages. For example, 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.The group’s midscale and upscale brands also offer specific services such as VIP treatment depending on member status.

A loyalty program that’s 100% digital

Isabelle Birem, Accor’s SVP Customer Relations and Loyalty explains, “In a sector where the upsurge of digital technology is modifying hotel consumer behavior significantly and making “Big Data” a key strategic issue, the Le Club Accorhotels program is our principle means of improving our knowledge of guests’ preferences, refining the tailored offers we send them and responding better to their expectations.”

All the program’s advantages can be accessed via where Le Club Accorhotels members can:

–  Manage their preferences,

–  Consult their bookings,

–  Access their points history,

–  Choose their rewards: discounts on stays, partner vouchers, convert points into airline miles, etc.

–  Benefit from tailored offers at preferential rates

Thanks to the mobile application, the experience of loyal customers is further improved, since they can use it to see how many points they have and to display their card so it’s always within easy reach.

The social dimension is also important: 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.

* 2013 Accor IPSOS survey of Le Club Accorhotels members

Consult the list of partners and all the information about the program on:

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