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AccorHotels Announces Rebranded Loyalty Program, but With Few Details

Feb. 22, 2019
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3 min read
Sofitel Lyon Bellecour
AccorHotels Announces Rebranded Loyalty Program, but With Few Details
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AccorHotel's Le Club loyalty program has always been a bit of niche program, especially for US-based travelers, as there are just 31 properties across the country. However, it does have some interesting elements, including flat redemption rates of 2,000 points (40 euros) off your stay. On Thursday, the program announced a "disruptive and dramatic shift" (Accor's phrasing), though details are scant for the time being.

Let's start with the name, which will change to "ALL" at some future date. The capitalization is no accident; this is an acronym, standing for Accor Live Limitless. Here's how a press release describes the change:



This new lifestyle loyalty program will recognize, understand, cherish, communicate with and reward guests like never before giving access to “ALL of Accor.” It will open doors across a unique and iconic portfolio of over 30 hotel brands as well as an unrivalled collection of bars, restaurants, nightclubs and experiences that “money can’t buy.”

The press release goes on to highlight "four strategic stakes" that will be addressed to accomplish the above goal:

  • Introducing premium status to reward our most loyal members
  • Enriched benefits according to our augmented hospitality strategy
  • A worldwide connected experience to earn and burn points across the broadest range of brands in the industry and a new digital app delivering value across work, live & play.
  • Partnerships and experiences

This fourth and final stake has at least some added information around it, as the program has announced three partnerships:

  1. AEG: This expanded partnership will include over 60,000 tickets and suites for loyalty members in Latin America, Asia and Europe
  2. IMG: Starting in 2020, members can enjoy Taste Festivals in London, Paris, Sao Paulo, Hong Kong and Toronto (with more cities to come).
  3. Paris Saint-Germain (PSG) football club: The new program will become a partner and the jersey sponsor of the renowned French soccer club starting this coming season.

Sadly, that's the extent of the concrete information we know at this point, which leaves many questions unanswered. How will members earn points in the new program? What will happen to existing point balances? Will the new premium status and "enriched benefits" replace or supplement the existing elite status tiers in the program? And most importantly, what does this mean for redemptions?

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What will this new program mean from a rewards perspective? Image courtesy of AccorHotels

The above information from the press release contains lofty promises about "rewards" and gaining access to experiences "money can't buy" while providing ways to earn and redeem points across an array of partners. I'd love to see that happen, but until we have more details, there's no way to know how the new "ALL" program will compare to others.

TPG will be at a media event early next month that may shed some light on what this entails, so if you're a loyal Le Club traveler, be sure to check back here.

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  • Recommended Credit

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Why We Chose It

There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)

Pros

  • 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
  • 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
  • Packed with credits foodies will enjoy
  • Solid welcome bonus

Cons

  • Not as useful for those living outside the U.S.
  • Some may have trouble using Uber and other dining credits
  • You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
  • Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
  • Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
  • Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
  • Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
  • Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
  • $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
  • $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
  • $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
  • $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
  • Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
  • No Foreign Transaction Fees.
  • Annual Fee is $325.
  • Terms Apply.