Accor, Visa Partner on Card, Enhanced Loyalty Program

Accor, which has 39 brands with more than 5,000 hotels and residences in 110 countries, recently announced a global partnership with Visa that will offer new payment experiences for ALL-Accor Live Limitless loyalty members.
 
Out of the agreement comes the new ALL Visa card, a co-branded card that will present members with personalized rewards based on their preferences and the chance to earn additional loyalty points for stays at Accor properties or when making purchases.
 
In March of last year, Accor Group announced the launch of ALL, citing changing customer expectations as one major reason for the new loyalty program. “They want simpler, more liquid and more bespoke experiences, and they’re asking us for a wider choice of services,” the brand stated at the time.
 
Accor now will enhance perks for its ALL members through its partnership with Visa, as the brand looks to engage customers beyond their hotel stay through benefits and new mobile-first experiences.
 
“Partnering with Visa will be a huge boost to Accor as we embark on the shared journey to develop an innovative co-branded payment card,” Sébastien Bazin, Chairman and Chief Executive Officer of Accor, said in a joint release. “This new initiative will provide unmatched benefits to our members and reinforce the success of our ALL loyalty program by increasing our member base driving additional engagement and giving each member incentives to stay with us more frequently and easily. The development of ALL is a major milestone for us, and in Visa we are very pleased to have found a partner which shares our passion for delivering everyday rewards and recognition.”
 
Accor says ALL-Accor Live Limitless offers benefits, rewards and unique experiences to its most engaged members, including new services in the worlds of entertainment, wellbeing, sports, coworking and mobility. This comes after Accor extended its global partnership with AEG in December 2019, providing Accor customers with access to premium tickets and experiences with AEG-affiliated venues, festivals, and events.
 
Visa says the partnership will enhance customer experience by delivering a level of personalization that meets consumers’ expectations.
 
“We are delighted to partner with Accor and support the introduction of a new customer loyalty program. Today’s digitally-savvy consumers expect rewards that are tailored to their needs and offer new and unique experiences,” Al Kelly, Chairman and Chief Executive Officer of Visa, said in the release. “I am extremely excited about the power of Accor’s expertise in hospitality coming together with Visa’s global network and digital capabilities. This combination will translate into attractive loyalty and payment products that will be at the forefront of the hospitality market.”
 
It will be interesting to follow the Accor-Visa partnership, as it’s the latest entry into a crowded and competitive hotel-credit card space.
 
 
More on loyalty partnerships from Loyalty360
Seeking a Shared Purpose in Loyalty Partnerships
Qantas and BP Announce Loyalty Partnership
Frontier Expands Loyalty Partnership with Points
Partnerships: The secret weapon to building customer loyalty?

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