Accor’s award-winning loyalty program, ALL, has reached a major milestone by welcoming its 100 millionth member. The program offers exclusive benefits, including access to hotel rooms at the best prices, unique experiences, and an all-in-one booking platform designed to enhance travel and lifestyle experiences.
Alix Boulnois, Accor’s Chief Business, Digital & Tech Officer, said, “We are incredibly proud to celebrate this milestone. Reaching 100 million members shows the strength of our loyalty program and its impact on our guests and hotel owners. Since its launch in 2019, ALL has become a key driver of customer loyalty and engagement. It’s at the heart of our strategy to deliver exceptional hospitality and growth for our group and partners.”
Five Years of Success
Since its launch in 2019, ALL has become a powerful tool for boosting brand visibility, guest engagement, and financial performance. Key achievements include:
- ALL members spend more than twice as much as non-members.
- Membership has doubled in five years, with 11 million new members joining in 2024 alone.
- Business volume through the ALL app increased by 45% compared to 2023.
A 2025 survey of over 5,300 members revealed strong satisfaction with the program and Accor’s hotel brands. This loyalty program continues to redefine what it means to travel, offering endless possibilities for its members.
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