Accor Hotel launches its new lifestyle loyalty program: ALL, Accor Live Limitless.
A digital platform bringing together all the benefits, services and experiences offered by Accor. The objective: to enhance the daily life of customers and enable them to live, work and vibrate. "Live, Work, Play".

Context

Diversification of activities: Accor had undertaken a number of acquisitions and diversifications, notably in the lifestyle, catering and experience sectors. The Group's portfolio had become very broad, ranging from luxury hotels to budget offerings. The rebranding had to reflect this evolution and better integrate all Accor brands and services.

Team

The Accor Hotels product team mainly used Scrum, but with elements of a Kanban approach in certain situations to manage unexpected task flows or urgent needs. Sprints were generally 2 weeks long, a typical duration that allowed us to make rapid progress while leaving enough time to produce quality deliverables.

Problematic

Unifying brands under a single ecosystem: Accor owned more than 30 brands (including Sofitel, Novotel, Ibis, Raffles, Fairmont, etc.), and each operated relatively autonomously. The rebranding to ALL aimed to unify these brands under a single coherent digital identity, creating a single platform for customers. ALL thus became the entry point for all the Group's brands.

Solutions

Brand integration: One of the major challenges was to create coherence between the many brands in the Accor portfolio, while respecting their diversity. It was crucial to strike a balance between the unified identity under ALL and maintaining the specific characteristics of each brand.

Results

User experience: The Group had to ensure that the digital experience lived up to the rebranding ambition. This meant optimizing digital platforms to be both aesthetically pleasing and functional, and above all adapted to new consumer behaviors (mobile-first, personalization, etc.)

Loyalty program: Prior to the rebranding, Accor's loyalty program was seen as lagging behind those of major competitors such as Marriott and Hilton. The launch of ALL has created a more attractive program, based on a broader offer, and centered on the idea of lifestyle rather than simply a hotel stay..