Accor reveals new branding

AccorHotels has reverted to its original name as it unveils a new logo and loyalty scheme.

After rebranding as AccorHotels in 2015, the hotel giant has reverted to its original name as its unveils an updated logo and new lifestyle loyalty program.

The new program, Accor Live Limitless (ALL), aims to transform the brand’s current rewards scheme by providing a fully integrated global platform for its customers.

The program integrates rewards, services and experiences and gives guests access to “ALL of Accor”, which includes a portfolio of more than 30 hotel brands.

ALL will be delivered through a new app and website giving guests easy access to rewards and offers.

Following an extensive study, Accor identified its members’ three main passion points are entertainment, dining and culinary, and sports.

In line with this, Accor announced a series of partnerships as part of the new loyalty program, including an extended partnership with live entertainment company AEG to provide over 60,000 tickets and private suites for loyalty members in Latin America, Asia and Europe.

The group has also signed a new partnership with IMG, which will offer access to chef masterclasses and culinary encounters, and a multi-year agreement with Paris Saint-Germain Football Club.

The two distinctive brands, Accor and ALL, will utilise the same ‘A’ monogram in its logo, alongside the bernache goose symbol, which is the historical emblem of the group.

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