ITB Berlin News 2019 - Day 2 Edition

BROUGHT
TO YOU BY
NEWS
11
PASSIONS
ARE INDEED
AT THE CORE
OF OUR
LOYALTY
PROGRAMME
Maud Bailly
Chief Digital Officer in charge of Digital,
Distribution, Sales and Information Systems
Amir Nahai
Chief Executive Officer Food & Beverage
and Lifestyle
Accor introduced ALL, a lifestylefocused,
innovative loyalty program
With Accor group launching a new lifestyle loyalty programme
called ALL, ITB Berlin News asked Amir Nahai, Chief Executive
Officer Food & Beverage and Lifestyle and Maud Bailly, Chief
Digital Officer in charge of Digital, Distribution, Sales and
Information Systems to tell what are the rationals behind ALL
Maud Bailly: In less than five years,
Accor dramatically changed to
become the most comprehensive
portfolio of the industry with over
35 hotel & non hotel brands.
ALL’s purpose is to leverage this
unique ‘Augmented Hospitality’
ecosystem to create a new Guest
Promise, based on four pillars: New
premium status; Enriched benefits;
Partnerships & experiences; New
identity & branding. ALL means
‘Accor Live Limitless’ and we want
to get into our Guests’ daily life to
create unique moments according
to their passions.
Why calling it a “lifestyle” loyalty
programme?
MB: we want to move from a
mainly transactional to an allexperiential
program. We want ALL
to become a daily-life companion
for our guests, and not only
when they stay in our hotels. To
get this “lifestyle” dimension, we
decided to better meet our Guests’
expectations, by emphasizing
on the simplicity of usage, the
immediacy, the personalization,
and through an enriched range of
services.
Passions are not something
used as a ‘core’ value in loyalty
programmes. How will you
address this point?
MB: To design the ALL’s promise,
we conducted a study in many
countries, listening to over 35,000
of our loyalty members. Three
main passions clearly came
out: Entertainment, Dining &
culinary, and Sport. To address
these passions, we will create
specific partnerships to offer new
experiences. Passions are indeed
at the core of our loyalty program
to engage our members by talking
to them with our heart!
Amir, tell us about food and
beverage at Accor.
Amir Nahai: Food & Beverage is
the heart and soul of Accor hotels.
It is increasingly central to the
guest experience and a factor of
choice to stay at one hotel. We have
over 10,000 bars & restaurants all
over the world. Many of these
cater mostly to locals who do not
necessary sleep in hotels. We then
decided that our members will
be able to earn & burn points by
dining in our restaurants even if
they are not staying at the hotel.
You also oversee Accor’s Lifestyle
brands, can you tell us about
these?
AN: Over the past couple of
years, we created the most
comprehensive portfolio of icons
that frankly created this lifestyle
category. These include brands
such as SLS, Delano and Mondrian
and also Mama Shelter and 25
Hours. We are also incredibly
excited about Jo & Joe which will
totally redefine the word “hostel”
– the first property opens shortly
in Paris. These places provide
more than a place to sleep in, they
offer unforgettable experiences,
awesome bars and fantastic
restaurants. ALL will progressively
also cover all these brands.
Can you mention some of your
new partnerships in ALL?
MB: We set up a partnership with
AEG, a world’s leading sports and
live entertainment company, with
over 100 million guests a year.
AEG will include premium venues
providing over 60 000 tickets
and private suites for our loyalty
members in Latin America, Asia
and Europe. A second partnership
has been created with IMG, a global
player operating in more than 30
countries in sports, events, media,
fashion as well as gastronomy
experiences. This partnership will
translate into chef masterclasses
and culinary encounters for our
members but also to provide
access to food festivals from 2020
in London, Paris, Sao Paulo, Hong
Kong and Toronto.
When ALL will be available for
Accor guests?
MB: The ALL promise will be live in
Q4 2019. And it will only be… the
beginning! We will continuously
enrich our new Loyalty ecosystem
with new features as Guests
‘engagement is a never-ending
journey
Hall 9 / Stand 214
ITB BERLIN NEWS • Thursday 7 th March 2019