Accor Hotels makes long-awaited move to combine various loyalty programs
After two years of the industry wondering when it would happen, Accor has now merged the Fairmont, Raffles and Swissotel loyalty programs with its own.
Experts have long said there was much more that AccorHotels could be doing with its vaunted loyalty program.
The thinking has been that Accor could greatly bolster the program by integrating with its Accor Local mobile app, and while that may eventually be coming down the pipe, the company has moved recently to make a different set of changes. Accor will actually be combining its various loyalty programs with its lead brand, finally adding Fairmont, Raffles, and Swissotel loyalty programs with its own, presumably as part of an effort to make sure the company doesn’t upset any of the elite loyalty members who participate in those offerings.
AccorHotels Previous Acquisitions
AccorHotels originally bought the aforementioned brands—Fairmont, Raffles, and Swissotel—back in July 2016 for the hefty price tag of $2.7 billion.
Since the acquisition of those luxury hotel brands, each has operated its existing loyalty programs separately. Counting AccorHotels own loyalty program, that essentially meant that there were four loyalty programs being housed within the same company.
All told, these programs include roughly 45 million members, who starting on Monday, July 2 will now be able to earn and redeem points from and at any of the properties that bear the names of those brands. All told, this is a group that includes 3,500 hotels spread throughout 100 countries across the globe.
The New Setup
What these changes mean, simply put, is that the approximately four million members of the other programs—Fairmont President’s Club, Swissotel Circle, and Raffles Ambassador programs—will be automatically added to the flagship loyalty program within the company: Le Club AccorHotels.
After being added, their current status will continue to be based on their activity in 2017, and it will be updated in real-time as it would with most any other hotel loyalty program thereafter. Typically, membership in Le Club AccorHotels renews each year on January 1. For the legacy members of the other loyalty programs, however, their membership will be effective July 2 through December 21, 2019.
Who Benefits Most?
The biggest winner from this merging is perhaps the legacy members of the Le Club AccorHotels program, who have all the features and functionality they previously had, just with additional ways to earn and use points.
For the members of the other hotel programs, however, experts say they may lose some of their benefits, simply based on how that sort of thing is relatively common place when a larger or more upscale hotel brand rolls smaller chains loyalty programs into its own, thereby nixing some of that smaller company’s specific perks or attributes.
Still, this is not guaranteed to be the case with the new consolidated loyalty program here.
For more information about the changes to AccorHotels various loyalty programs, click here.
Let’s take a look at a few other projects currently underway by AccorHotels:
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