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Accor is closing its French Visa cards, so don’t expect to see one here

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Back in 2020, Accor Live Limitless – the hotel loyalty scheme for Ibis, Mercure, Novotel, Sofitel, Raffles, Pullman, Fairmont etc – announced a major deal with Visa to issue credit cards across the world.

We were told that credit cards would be issued by “Visa partner financial institutions and banks in key markets across Europe, North and South America, Middle East and Asia Pacific”.

The first cards launched in France in 2021 with BNP Paribas. It has just announced that they are being closed down at the end of 2024 as ‘commercially unviable’.

If Accor can’t make credit cards work in its home market of France, I think we can forget about other European countries with the same interchange fee caps.

Accor credit cards closing in France

I was always unconvinced by this project.  Even the announcement with Visa seemed off.  Visa was never going to be able to force Barclaycard, Lloyds Bank, Virgin Money etc to issue an Accor credit card in the UK.  Accor would still need to negotiate, country by country, to find an issuer.  The only carrot was presumably that Visa had agreed especially low fees for processing the transactions.

More fundamentally, Accor Live Limitless is a 100% revenue based loyalty scheme.

1 Accor point = 2 Eurocents off a hotel room.  There is no ‘reward chart’ and therefore no gamification element.  You can’t be clever and save your points for a day when hotel prices are high.  You get 2 Eurocents per point, 365 days of the year.

This means that an Accor Visa card was always going to be, effectively, a cashback credit card.  It’s just that the cash has to spent with Accor.  Given that most cashback credit cards in the UK are paying 0.1p to 0.2p per £1 spent, we could never have expected much.

How were the French Accor credit cards structured?

The project launched with three cards:

  • Pulse – €54 annual fee, 0.25 points per €1 spent, 10 elite night credits per year, 1000 points as a sign-up bonus
  • Explorer – €162 annual fee, 0.4 points per €1 spent, 20 elite night credits per year, 2000 points as a sign-up bonus
  • Ultra – €408 annual fee, 1 point per €1 spent, 30 elite night credits per year, 5000 points as a sign-up bonus

There were additional ‘soft’ benefits, such as travel insurance, and all three cards had 0% FX fees and free ATM cash withdrawals.

Accor credit cards

Ignoring the value of the elite nights, the breakeven level was high:

  • Pulse – €10,800 of annual spend
  • Explorer – €20,250 of annual spend
  • Ultra – €20,400 of annual spend

This was the amount you had to put through the card simply to earn back your annual fee in points. Only spending beyond these levels actually left you ‘up’.

I don’t know if the points counted towards status – I don’t think so, looking at online comments. It would make little sense given that an Ultra cardholder would have earned Platinum status with just over €1,000 per month of spend.

Why are the cards being closed?

There had already been a shake-up of the portfolio in 2023. The Pulse card (the one where you recouped the annual fee quickest) was dropped. The Explorer card moved to ‘first year free’.

I’m not sure what the culture is in France towards credit card annual fees. Obviously it is not a country with the same credit card enthusiasm as the UK.

You can do the maths though. You were paying €408 at the top end for a card returning 2% in Accor hotel credit, being funded from interchange fees of 0.3%. Very high spenders would come out OK but you’d struggle to justify the fee otherwise. BNP Paribas would have been taking a big loss on the high rollers and I suspect the rest quickly decided that the fee didn’t justify the return.

The elite night credits were not worth much. The structure of the Accor programme means that, uniquely in the industry, you are far more likely to earn status based on spending rather than nights. This is because the spend target is very low – eg Platinum status requires $5,600 of spending or 60 nights. Multi-room stays skewed the numbers even more, because you could credit two rooms of spend per stay towards status, but only one room counts towards your nights total.

If Accor can’t make a Visa credit card succeed in a country where it is a household name and has a disproportionate percentage of its hotels, it is unlikely to work anywhere else with interchange caps. The cards offered in the UAE and India may have a brighter future due to uncapped retailer fees.

We can probably tick Accor off the list of hotel groups who are looking to launch a UK credit card.


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 (32)

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  • tw33ty says:

    BNP parabis, another messed up loyalty credit card that they botched up and was unprofitable.

    Guess it’s a running trend with them!

  • QFFlyer says:

    They’ve (ALL) partnered with NAB here to introduce an ALL earning card – it’s essentially NAB rewards with ALL autoconvert switched on by default, but since ALL wasn’t a NAB partner before, it’s at least another option. SUB is ok, but I’d take the equivalent in NAB Rewards points and throw them into Velocity instead, personally.

    • QFFlyer says:

      I should add, ALL has a fairly large footprint in Australia, much more so than IHG, Hilton, Marriott, so I would guess its loyalty program is fairly popular – with Accor Plus too being a draw (paid but you can easily make the cost back).

      Annual fees are more commonplace/tolerated than the UK market and the 0.8% interchange cap vs 0.3% probably helps (when that came in it did hit the market, but not nearly as hard as the UK market when theirs came in).

  • mattnav_travel says:

    I used to have this card until I cancelled it a few months ago but yeah it was definitely a bit of a pain to make use of given that they didn’t allow customers to upgrade from the pulse card to anything higher. You were forced to cancel and reapply because BNP bases their decision on your profile from the point when you first applied. If you had better credit now that didn’t matter to them, you were still ineligible for higher tier cards. It was a weird and very dumb system

  • Brussel Sprout says:

    Wasn’t this card more like a curve card than a credit card? Credit cards don’t seem to have much market presence in France – far higher proportion of debit cards in use

  • ukpolak says:

    I lived in France (albeit 20 years ago!) for a while and IIRC the attitudes towards credit cards were vastly different to back here in the UK, even then.

    I think I recall having to pay SocGen for a regular current / checking account which came with a debit card (free here of course), and then there was another fee if I wanted to change the bank-provided 4-digit PIN to one of my own choosing.

    I wonder the extent decisions like this are driven by the local market attitude to FS products like this overall, ie they’re on a sticky wicket right from the get go.

    • RussellH says:

      I had an HSBC France current a/c for around 15 years (opened in the 1990s when they were Crédit Commercial de France, closed around 2012/13 – since sold off by HSBC and, I think, back under the original name).
      No fee for running the a/c as far as I recall, but €32,– per year for the Carte Bleu (Visa Debit) card

  • BJ says:

    I read yesterday that Qatar Airways has launched cards in the USA. Any chance we will see something from them here?

    • Rob says:

      Nothing has been signed, put it like that. The Cardless deal went from first meeting to launch in 8 weeks or so, apparently, and when you get a decent fintech involved things can be done quickly.

      • BJ says:

        Thanks Rob, despite amex MR cards becoming de facto QA cards an altermative would still be welcome.

    • Tom says:

      The new qatar cards are not a great deal. You can find reviews of them on various US points sites. Any UK card would be inferior most likely.

  • Nate1309 says:

    Any news of a new Hilton card Rob/Rhys? The one in the US seems really popular (interchange fees… I know). Still have my trusty barclaycard one but want to get the barclaycard Avios card.

    • memesweeper says:

      I guess the first “news” we’ll get on that will be from Barclaycard when they announce the end of the Hilton Visa for existing cardholders. Can’t very well have two on the market.

      After many happy years of use I’m closing mine next month and sitting things out with Barclays for six months. Barclaycard Avios is too good a deal.

      • Peter K says:

        I look at this from the flip side. The gold status from the Hilton Barclaycard saves me money every year. For example I stayed at the Fellows House Curio in Cambridge this year for a week.
        This saved £20x2x7 = £280 on this one stay alone.
        I know I could get gold status via Amex platinum, but this is going the way of no partial refunds soon it seems.
        That ongoing actual money in my pocket keeps me with the Hilton Barclaycard for now.

  • Susan says:

    Live in France and might have been interested. As others have noted the culture here is much more debit card – and many debit cards have an annual fee as do most current accounts.

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