Tell me your number of members and I'll tell you the strength of your programme

After being launched in 2019, Accor's ALL programme has now reached a symbolic milestone: 100 million members. For Alix Boulnois, General Manager of Business, Digital & Tech at Accor, ‘this figure demonstrates the strength of our loyalty programme which, combined with our booking platform, has become a powerful vector of differentiation for both our owners and our guests’.

As well as being a differentiating factor, it is also a growth driver for Accor. In fact, ALL members spend twice as much as non-members and the ALL application has seen its business volume increase by 45% between 2023 and today. This increase is partly due to the 11 million new members gained in 2024 alone.

Programmes de fidélité hôteliers par Hospitality ON

ALL is now one of the most powerful hotel loyalty programmes in the world, even overtaking the Americans Hyatt and Choice in terms of the number of members. And the French company is challenging Wyndham and IHG in the loyalty race, all of which have passed the 100 million member mark.

However, Marriott and Hilton continue to lead the way with communities approaching or exceeding 200 million members. This considerable lead over their competitors can be explained in part by the age of these two programmes. In addition, Marriott Bonvoy is the result of the merger of three historic programmes, including that of Starwood following the group's acquisition in 2016.

Merging loyalty programmes to create a single, more powerful one is also the strategy being pursued by Minor Hotels, which is unveiling Minor DISCOVERY. This programme brings together members of the group's various brands, namely Anantara, Avani, NH, Oaks, Tivoli and Elewana, to reach a total of 27 million.

Is the ROI worth it