Uh oh, move over World of Hyatt and Marriott Bonvoy. Another hotel group has bought an overpriced e-book about how to market to millennials without actually understanding millennials.
Today Accor announced the details of their new “lifestyle loyalty program,” Accor Live Limitless. And when I say “announced the details” I mean they revealed virtually nothing, but they did use all the words that they think we want to hear.
I mean, I’d rather not copy and paste an entire press release, but in this instance I almost think that’s best?
Accor announces today a disruptive and dramatic shift of its loyalty program into a fully integrated global platform integrating rewards, services, and experiences across our entire ecosystem to bring value everyday life whether you work, live or play.
This new lifestyle loyalty program will recognize, understand, cherish, communicate with and reward guests like never before giving access to “ALL of Accor”. It will open doors across a unique and iconic portfolio of over 30 hotel brands as well as an unrivalled collection of bars, restaurants, nightclubs and “money can’t buy” experiences.
This new lifestyle loyalty program will be delivered through a new app and website that will allow members to access the world of Accor from the palm of your hand.
So to simplify slightly, they’re launched a new app and website, and they’ll introduce an experiences marketplace, right?
Accor says that “the new guest promise of this new lifestyle loyalty program will address four strategic stakes.” These include:
- Introducing new premium status to reward our most loyal members.
- Enriched benefits according to our augmented hospitality strategy.
- A worldwide connected experience to earn and burn points across the broadest range of brands in the industry and a New digital app delivering value across work, live & play.
- Partnerships and experiences Far beyond the stay, partnerships anchors ALL in member’s day-to-day, on the move and everywhere. Following an extensive study, three main passion points resonate with our loyalty members: Entertainment, Dining and Culinary & Sports.
Wait, so they did an extensive study to find out that people like entertainment, food, and sports? My gosh, I really am in the wrong line of work…
Truth be told we know very little about Accor’s new loyalty program — we don’t know when it will launch, and we don’t know what the benefits will be. All we know is that it will replace Le Club AccorHotels, and that it will come with a new website and an experiences marketplace.
I hope Accor didn’t blow their whole new loyalty program budget on the millennial consultants, though…
What are your initial impressions of Accor Live Limitless?