4 years ago

ITB Berlin News 2020 #3

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ADVERTORIALI SPECIAL FEATURE I LUXURY ACCOMMODATION & TRAVEL IALL AIMS TO INCREASEFREQUENCY OF USAGEAND STICKINESS AMONGITS LOYALTY MEMBERSCOMMUNITY, THROUGH DAILYSERVICES AS WELL AS “MONEYCAN’T BUY” EXPERIENCESMaud BaillyChief Digital Officer, AccorALL- Accor Live Limitlessis now liveIn this exclusive interview, Maud Bailly, CDO of Accorexplains the ALL-Accor Live Limitless ambitionsMaud Bailly began herhigher education at EcoleNormale Supérieure,where she studied ModernLiterature. She then obtaineda Master’s degree in PublicAdministration from theInstitut d’Etudes Politiquesde Paris (Sciences Po) and isalso a graduate of the EcoleNationale d’Administration.December 2019 saw the launch of ALL- Accor Live Limitless(ALL). Speaking to ITB Berlin News, Maud Bailly, Chief DigitalOfficer in charge of Digital, Distribution, Sales and InformationSystems at Accor, described this innovation in more details.ALL is our new loyalty programme,a daily lifestyle companion for ourmembers with one strong purpose:to provide a new platform combiningrewards, services and experiencesacross our entire AugmentedHospitality ecosystem.With ALL, Accor deploys itsinnovative vision of the hotelindustry far beyond the night-stay- you don't even have to spend anight with us, let's enjoy a yogaclass, a great meal, or a co-workingsession. By multiplying touchpointswith our guests, thanks to a networkof nearly 5,000 hotels, 40 brandsand a constantly-enriched range ofservices all around the world, ALLaims to increase frequency of usageand stickiness among its loyaltymembers community, through dailyservices as well as “money can’tbuy” experiences.What can ALL members expect fromthese experiences?ALL means new services and newpersonalised experiences, with anexceptional quality of hospitality. Inaddition to bookings and privileges,members can benefit from over60,000 tickets and private suitesat shows by music artists such asElton John, Lana Del Rey or Muse,or exclusive food experiences atinternational TASTE festivals. Sportsfans can get access to RollandGarros, the Ryder Cup or a ParisSaint-Germain (PSG) football match.Can you tell us more about this PSGpartnership?ALL is the Principal Partner andofficial jersey sponsor of the ParisSaint-Germain team. ALL expandsthe Elite Experiences to even moreexceptional moments and offersmeet-and-greets with playersof PSG Football Club, as well as VIPtickets and experiences. Recently,six members of ALL were chosento reveal the new PSG jersey.Hailing from France, Guadeloupe,Japan, Brazil, Canada and Rwanda,these fans embody PSG’s growingpopularity around the world.What are the benefits for Accor'sbusiness customers?ALL will redefine the way werecognise our business travellersand accompany them along thecourse of their important businesstrip. From personalised preferenceson the online booking tool, to a freewelcome drink on arrival and a tailoredstay, to accumulating points towardsexperiences and rewards, everythingabout the programme elevates theexperience and ensures dedicatedrecognition.In addition, members can enjoyinnovative opportunities to earnpoints with partnerships in mobilitysuch as airlines and much more tocome in urban mobilityPrevious work at theSNCF led to her becomingDirector of Trains in 2014,responsible for coordinatingthe network and transformingthe professions of the SNCF’s10,000 ticket collectors and3,000 station agents. Shethen joined French PrimeMinister Manuel Vall’s officeas Head of the economicdepartment responsible forbudget, fiscal, industrial anddigital affairs, before joiningAccor in 2017.Maud is a member ofthe French Digital Council(CNNum) a 30-strong circlenominated by the FrenchMinister of Digital to studydigital-related topics, with afocus on stakes & perspectiveof the digital transition ofFrench society, economy,companies, organisations,public action and territories.ITB BERLIN NEWS • THURSDAY 19 TH MARCH 2020 • 21

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