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.
Continue reading: Accor Live Limitless: New Accor “Lifestyle Loyalty Program”
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Based on the press release, I bet they 'focus-grouped' this one to death.
The devil as always will be in the details...
First thought... Is this an insurance brand? Oh wait... It's just another hotel loyalty brand.
After having been forced to join LeClub Accor Hotels because they merged Fairmont President's Club into their horrible own loyalty program and experiencing just how bad it truely is (compared to the Fairmont Program, which was one of not the best program), I do not expect anything to be good accompanied by the word Accor anymore. I just can't begin to describe how bad LeClub is.
I miss FPC so much.
Do these guys still own Motel 6? That was always a pretty solid chain. Do more Motel 6 reviews.
Disruptive and dramatic, ecosystem, cherish? I just threw up a little in my mouth. But I'm not the target audience since I'm Gen X. I miss the Fairmont President's Club...
There's no profit in being surprised by this. In fact, we should all be embarrassed to admit any surprise at all. Accor is good on many things. One of my very favourite properties is one of theirs (Sofitel So Bangkok) but on the Loyalty "piece" they're um uh, well, they're simply clueless. This press release reads like a rookie marketing release by a rookie keener, fresh back from a Boot Camp. It needs editing by a grownup, then someone needs to hit delete. Nothing to see here, everyone carry on about your business. It'll be a long time before Accor "delights" us with a decent program. If ever.
If they add a credit card, or become a transfer partner with Amex, etc, I might be up for joining.
I guess the "rename your hotel loyalty program something stupid" ball is in Hilton's court now.
Accor just announced mlti-year 50 million Euros per year to sponsor PSG (Paris St Germain) soccer club replacing Emirates as sponsor.
ALL will be the main sponsor for Paris football club (PSG) next season (starting in august 2019).
Fun fact for avgeek : the current sponsor is Emirates, paying ~20/25 M€ per year.
The amount of the contract between PSG and Accor is still unknown
@thibderoc: As I mentioned on my post above it seems like the deal with Accor is for 50M€ per year. Emirates has been sponsoring PSG for 14 years.
Anytime someone issues a press release bragging about being "disruptive", that's a sign the changes are mainly cosmetic and useless.
On the other hand, it is a better name than "Bonvoy", I'll give them that much.
What a bunch of nonsense but then, ever since they rolled my Fairmont President’s Club membership into their crappy and useless Le Club Accor, I haven’t given it a second glance.
Looking at all that painfully overwrought marketing nonsense I will continue ignoring the program entirely. Joon Part Deux, what is it with French millennial marketing?
I guess paying money for this is cheaper than doing something really useful like working USB ports and blackout curtains that actually don’t have light leaks.
+1 @Taryn, you are sooo right on!
@Taryn says:
February 21, 2019 at 9:06 am
Disruptive and dramatic, ecosystem, cherish? I just threw up a little in my mouth. But I’m not the target audience since I’m Gen X. I miss the Fairmont President’s Club…
What is this 'ecosystem' they refer to? Does it include a swamp to be drained or otherwise remodelled?
And 'disruptive' ? If you want to see (unintentional) disruptive, check out Avianca's new, and dare I say it, enhanced, web site!
Was it really a good idea for Accor to let the work experience kids loose on this one?
Lucky, LOL - a 'perfect' analysis, hilarious!!! I'm a Gen X/Y, blessed with a 'ton' of hard earned $$$, travel often in J/F...screw 'Ecosystems & Millennials & the trendy BS word Disruptive'. All the 'Milennials' I know live with their parents & are always asking for $$$ & hand outs...
How lame is that..?
PS - this cheesy Accor marketing campaign actually wants me to ban them...but I'm in Frankfurt often for business, really like their Sofitel Frankfurt Opera, great property. Easy walk to a couple of my fav Frankfurt restaurants.
DCS wrote: "I bet they ‘focus-grouped’ this one to death".
They did and I was in one of those groups. I cannot go into detail as an NDA covers some of the issues but the group did not find much comfort with the plans - first discussed with us last summer.
The things we didn't like seem to have made it to the final product - that includes the logo and the name for starters.
Time will tell.
I’ve always found Accor to be quite a reasonable middle of the road program. I’d much rather they spent money fixing their IT rather than on unnecessary rebranding.
Millennials aren’t stupid. Rebranding and flowery pablum don’t mean anything. Are the perks valuable, and can they be accessed? That’s all that matters.
I am off to hunt for another reasonable.. non disruptive chain.. I was already taking leave of some of Accor's properties, notably the lower section in Asia (all below Pullman) This news only makes the farewells more urgent
Their reward program is stingy.. their app still has hiccups.. and their 'style' seems to become more & more globalist..
They are good at one thing.. hiring millennial staff.. besides spotting good locations
I'm reminded of a quote from The Simpsons about ice-cream: 'why make 31 flavours when you can't even get vanilla right.'
Accor are notorious for over promising and under delivering. I was a long time Platinum who decided to stop staying at their hotels after numerous poor loyalty experiences. They have a great network of hotels but the loyalty experiences are inconsistent and I had to repeatedly chase up benefits and overall the program is a huge hassle. The fact is the aren't doing a good job with the basics of the current program so to introduce a more complex program is worrying.
I cant wait for this amazing program to launch
I am sure it will put all the others to shame knowing the brilliant folks that created it 😉
Accor program has given me some fantastic savings on meals two for the price of one . free drink when checking in but they need to train the hotel staff about the program I am a gold member and have never been given an upgrade on room but was offered one nearly every time when I was a silver member. The new app is crap and I will not be joining Accor again and will not be staying in an Accor hotel again .