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Accor is scrapping Le Club AccorHotels – a new loyalty scheme with new benefits is coming soon

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Accor announced initial details on Thursday morning of a plan to scrap Le Club AccorHotels and replace it with a new loyalty programme from 2020.

The new programme will be called ‘Accor Live Limitless’ (oh dear) although that does have the catchy acronym of ALL. 

This is what we know so far from the Accor press release this morning and the relatively word-less website which is here:

A new elite tier will be introduced above the current Platinum level – but we don’t know what the benefits will be

Elite benefits will be improved at all levels

There will be a strong focus on ‘experiences’ redemptions – Accor has signed partnerships with entertainment organiser giants AEG and IMG to get access to their concerts and events.  Over 60,000 tickets (per year?) will be available, some in private boxes, across Europe, Asia and Latin America. 

Accor has signed a shirt sponsorship deal for Accor Live Limitless with Paris St Germain football club, replacing Emirates.

As part of the deal, Accor Live Limitless will sponsor the Taste of London food festival in 2020 as well as the versions in Paris, Sao Paulo, Hong Kong and Toronto

The programme will include 30 brands including recent acquisitions such as Orient Express, Banyan Tree, Raffles, Delano, Angsana, SLS, onefinestay, Mondrian, Movenpick, Fairmont and Swissotel as well as legacy brands such as Ibis, Novotel, Mercure and Pullman

The full press release isn’t hugely helpful, containing lines such as:

“Accor announces today a disruptive and dramatic shift of its loyalty program into a fully integrated global platform integrating rewards, services, and experiences across our entire ecosystem to bring value everyday life whether you work, live or play.”

Accor is investing €225m into Accor Live Limitless so it will be interesting to see what they get for their money.  That said, Emirates was paying €25m-€30m per year for the Paris St Germain shirt sponsorship and reportedly walked when asked for €80m per season to renew.

But will Accor Live Limitless solve Accor’s fundamental problem?

The problem with Le Club AccorHotels today isn’t the lack of access to restaurant festivals or pop concerts.

It is the fact that the loyalty programme has revenue-based redemptions.  

1 Accor point gets you 2 Eurocents off your next Accor hotel booking.  You can transfer them to airline miles, but with a few exceptions (luckily Iberia Avios is one of them) the conversion rate is 2:1 so you are ‘paying’ a ludicrous 4 Eurocents per airline mile.

There is no incentive to build up your Accor points by doing more stays.  Whether you have 2,000 or 2 million, they are only worth 2 Eurocents each.

There are no high profile redemption opportunities.  If a room is €500 on a peak night, you will need a 25,000 points to book it (2 Eurocents per point) whilst when the same hotel is €100 you pay just 5,000 points.  You never get that feeling you get with other programmes when you realise that you can make a huge saving on a peak night stay with just a handful of points.

For the new programme to be a success, Accor needs to:

offer aspirational redemptions at sensible points prices

give members a reason to build up their balance, since at present there is no logic to keeping more than the minimum 2,000 points in your account that is needed for a €40 hotel voucher

improve their elite benefits and make them GUARANTEED, not at the discretion of the hotel

If Accor does move away from fixed value redemptions, it would also open the door to offering transfers from American Express Membership Rewards or similar programmes.

You can find out more on the new ALL website here.


Accor Live Limitless update – April 2025:

Earn bonus Accor points: Accor is not currently running a global promotion

New to Accor Live Limitless?  Read our review of Accor Live Limitless here and our article on points expiry rules here. Our analysis of what Accor Live Limitless points are worth is here.

Want to earn more hotel points?  Click here to see our complete list of promotions from Accor and the other major hotel chains or use the ‘Hotel Offers’ link in the menu bar at the top of the page.

Comments (90)

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  • Harry Hv says:

    Accor’s loyalty program is deliberately awful because they are selling a subscription-based status called something like “Accor Plus”, you pay about $300 per year and you get the benefits normally associated with elite status.

    So the loyalty club has a built-in glass ceiling to protect their subscription-benefits – for example you’ll never be offered free breakfast because the paying crowd are getting half-price breakfast as a benefit

    • Andi says:

      But Accor Plus only gives you Silver status in LCAH and only applies to Asia-Pacific.

  • J says:

    I did Top Gear Live in the Accor box at The O2 a few years ago for 2,500 points (€50) a ticket, which made for a more exciting redemption than a Happy Monday’s Ibis. And they’ve had the odd UK VIP experience recently, but at much higher price points. The Accor Arena redemption pricing may give an idea of what to expect, I think it’s normally around 10-15,000 points for 2 tickets.

  • Paul says:

    I havnt stepped foot in an Accor hotel since they dumped Amex platinumcard holders. Prior to that was around 15 nights a year. It seemed an odd decision as the cost to them of a space available upgrade was minimal. Now I focus on Hilton and their brilliant free breakfast.

  • Alex Metcalfe says:

    Any impact to being able to convert Qmiles into Accor points?

  • Nigel the Pensioner says:

    Good old Accor! I remember the email sent to members asking about different symbols, slogans and titles. None were particularly inspiring and Im still not sure whether “LIVE” is live or live!!
    I have platinum status purely from stays at LHR T5, which I still rate very highly and use the meagre points value earned for all but free rooms at the Novotel at BHX prior to an early morning flight. The “luxury” of the Novotel is still the only hotel within walking distance of the terminal building at BHX!!!

  • Alan says:

    I wonder what they will do with the existing points in people’s accounts?

    • Shoestring says:

      Didn’t they already say? Something like use them by May or lose them, or transfer them across.

  • a9504477 says:

    I don’t see the main problem of Accor to be revenue-based redemptions; it’s revenue-based status why i don’t stay there any more as it’s just not worth.

    • Andi says:

      You can earn status through nights stayed at Accor. You could do 60 nights at a ibis for Platinum or 60 nights in Sofitels. How is that revenue-based status?

  • Big Dave says:

    will you still get gold buying an Ibis business card I wonder…

    • Lady London says:

      I took that card for a year. It was a waste of time. You get the welcome drink or whatever even at lower status. the advertised 10% off was offered, about 1 time in a year of very frequent searches.
      I gave Accor something between 22-30 nights that year. The cost of the card only broke even with that level of nights. most of them got only 5% offered – that you get anyway as a member.

      The other naughty bit is that the current way that Accor paid membership card functions, is yes it will give you Gold. But they won’t credit you the equivalent nights for Gold, towards Platinum. So even though you’re Gold you are not having to get just the nights that would take you to Platinum. No, even though you’re Gold you still have to do ALL the nights from scratch. They told me this when I asked them why I hadn’t been upgraded back to Platinum after doing the right number of nights from Gold.

      Oh, and lastly, the way that Accor paid membership currently works, if you sign up in November you only get the Gold till the end of the calendar year. Yup. someone who signed up in February will get the Gold till the longer time, till the end of the calendar year. Your paid membership will still go into the following calendar year, but your Gold status will disappear after the end of the calendar year. When I mentioned to Accor Customer Service that this appeared to have happened, I basically got a very Gallic shrug of the shoulders and they said this is definitely how it is working.

      Very close to fraudulent on the almost-never-really-offering-the-advertised-10% off (it’s 5% mostly, that you get anyway with any level of status). And definitely in my view, fraudulent and unfair to cut off the Gold status at the end of the calendar year regardless of how long someone paid Accor for the rest of this paid subscription.

      The only benefit of that card is that you can cancel usually at 5pm or 6pm on the day of arrival, whereas same price is generally paid for bookings requiring between one and three days’ notice (it varies). So in that sense it’s a good Business card but that’s the only thing it gives you.

      • Richmond says:

        If you buy in January, you will get Gold for two years. However I agree, it’s useful status anyway. I got drinks vouchers but having free drinks is not real benefit. I would prefer actual saving on parking, breakfast, etc.

        • Lady London says:

          That must be a new promo. It was possibly introduced after I discovered they had cut off the gold at the end of calendar year even though the rest of my paid subscription continued into this year. Now I’m really ****ed off.

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