Accor’s global loyalty and rewards program, ALL, has reached a significant milestone, amassing 100 million members worldwide. This achievement marks a doubling of its membership over the past five years, with an additional 11 million members joining in 2024 alone.

The hotel giant said the ALL program has become a pivotal element in Accor’s strategy to create value for stakeholders and drive business growth. Members of the program are reported to spend more than twice as much as non-members, highlighting the program’s impact on customer engagement and retention.

Currently, one out of every three room night bookings is made by a member of ALL, underscoring the program’s influence on Accor’s booking dynamics. Furthermore, business volume generated through the ALL app has seen a 45% increase compared to 2023, indicating a significant uptick in digital engagement among its members.

ALL offers over 7,700 Limitless Experiences worldwide, encompassing cultural, sports, and music events. These experiences are designed to enhance the value proposition for members, providing them with unique opportunities beyond traditional hotel stays.

“We are immensely proud to be celebrating this milestone and welcoming our 100 millionth loyalty member. 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,” Alix Boulnois, Chief Business, Digital & Tech Officer at Accor, said.

” Just five years after its successful launch, 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 a 100 million members and counting, ALL is redefining loyalty, unlocking limitless possibilities with every journey.”

The ALL program’s growth and its integration with Accor’s broader business strategy highlight its role as a key driver of the company’s performance. The program’s ability to attract and retain members appears to be a significant factor in Accor’s ongoing success in the competitive hospitality sector.