The development will be delivered through a new app and website and will offer a portfolio of over 30 hotel brands as well as a collection of bars, restaurants, nightclubs and what are described as "money can't buy" experiences.
Accor says the new programme will address four strategic stakes:
- Introducing new 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;
- A new digital app delivering value across work, live and play.
Accor has agreed three main partnerships to illustrate "passion points" for guests. Following an extensive study, is says three main passion points resonate with its loyalty members: Entertainment, Dining and Culinary & Sports.
Agreements have been signed with leading sports and live entertainment company AEG to include premium venues providing over 60,000 tickets and private suites for loyalty members in Latin America, Asia and Europe. An arrangement with IMG will unlock access to chef masterclasses and culinary encounters for its loyal members. Starting in 2020, ALL members will be able to enjoy the best of Taste Festivals in London, Paris, Sao Paulo, Hong Kong and Toronto, with growth and expansion of the partnership into new cities over the next three years.
A global multi-year partnership agreement has also been agreed with Paris Saint-Germain Football Cub with ALL becoming the principal partner and official jersey sponsor of the club starting from the 2019/2020 season.
Accor says it will invest EUR225 million to support the new initiatives with the financial objective of creating EUR75 million per year of gross operating surplus in the medium term. These also include the rollout of new marketing collateral to support the new brand. While two distinctive brands, Accor and ALL, will utilise the same 'iconic A' monogram which fuses the letter A with the bernache, the historical emblem of the group.