Accor’s global loyalty and reward program, ALL, has hit a milestone 100 million members, five years on from its launch.

The high-performing hospitality loyalty program and all-in-one booking platform is designed to boost traffic and direct revenues for hotel owners by offering travellers exclusive hotel room prices, and access to a range of premium lifestyle experiences during and after their stay.

“This achievement demonstrates the strength of our loyalty program which together combined with our booking engine has become a powerful differentiator for our owners and guests,” said Accor Chief Business, Digital and Tech Officer Alix Boulnois.

“ALL has proven to be a unique asset in strengthening guest connections and driving customer retention.

“As we continue to innovate, ALL is at the heart of our augmented hospitality strategy, delivering incremental growth for our hotel owners and our Group. With 100 million members and counting, ALL is redefining loyalty, unlocking limitless possibilities with every journey.”

On average, ALL members spend more than twice as much as non-members, and business volume generated through the ALL app has increased by 45%, compared to 2023.

Since its inception in 2019, there have been 7,700 Limitless Experiences packages sold worldwide, from local cultural experiences to premier sports and music events at venues such as the Accor Arena in Paris and Accor Stadium in Sydney.

ALL has established 110+ partnerships across travel, finance, insurance, shopping, and more, with 15 more to join the portfolio this year.

In line with Accor’s sustainability commitments, ALL promotes eco-friendly practices through its experiences, and in 2023 partnered with Dift to enable members to donate their reward points to impactful causes, resulting in 11 million points donated.

Through its Skip the Clean program, ALL rewards members that opt to forgo housekeeping services with points, in turn reducing hotels’ environmental footprint by saving water, limiting the use of cleaning products, and extending the life of sheets and towels.