Details have emerged of Accor’s new loyalty program – Accor Live Limitless (ALL) – that was announced last week. The new program, which will replace Le Club later this year, will introduce a new Diamond status tier earned at 26,000 status points (starting in 2020) along with a ‘Suite Night Upgrade’ for members who reach Platinum.
Accor Live Limitless changes
- Integration of new hotel brands, including Mantra and Peppers. This is great to see and will give Accor a huge advantage in Australia and New Zealand where competitors Marriott and Hyatt have a very small footprint.
- Confirmed Suite Night Upgrades that can be booked in advance. Members earn 1 Suite Night Upgrade upon reaching Platinum (14,000 status points) and then an additional Suite Night Upgrade every 4,000 status points. As of today, this equates roughly to every $2,563 AUD spent.
- New Diamond status, earned at 26,000 status points – which equates to approximately $16,657 AUD as of today. The benefits of this new status are yet to be announced. At present, the highest tier in Accor Le Club is Platinum which is earned at 14,000 status points or $8,974 AUD as of today. Accor says the status points required for existing tiers and existing benefits will not change.
- Earn points at Accor bars and restaurants, even when not staying at the hotel.
- More ‘experience based’ redemption options.
Overall, these changes appear positive for the Accor loyalty program. It’s a shame that free breakfast across the globe (and not just Asia Pacific) has not been announced as part of the Platinum tier. I do like that status continues to be measured on both spend or nights, unlike Marriott that doesn’t offer a spend qualification level.
The obvious concern is that some of the Platinum benefits may shift to the Diamond tier only, as we have seen in other programs, however Accor says that existing Platinum benefits won’t change.
Overall, the inclusion of the confirmed Suite Night Upgrades and additional Diamond tier to aspire to might make this loyalty program more attractive for some Australian travellers.
Accor has opened some great new hotels in Australia lately, such as the Sofitel Sydney Darling Harbour and Novotel Melbourne South Wharf, but is facing increased competition from Marriott who have announced they are doubling their hotel presence in Australia before 2021.