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Showing posts from February 8, 2009

Accor Combines Its Loyalty Programs and the Traveler Comes Out Ahead

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Recently Accor redesigned its loyalty program to differentiate itself from its competitors,. Each of its branded hotels had its own program. Spanning so many levels of hotel service--luxury (Sofitel), upscale (Pullman MGallery), midscale (Novotel, Mercure, Suitehotel), and economy (Ibis, All Seasons, Motel6)-- Accor wanted a more focused approach, so all the individual programs were consolidated into their new A/Club.

Like other hotel loyalty programs, every time you stay in an Accor property, you earn points. The more nights you stay, the more points you accumulate, the more free nights you earn. In that, Accor is similar to the award programs offered by its competitors, InterContinental, Starwood, Hilton, and Marriott.

What's different about A/Club is Accor uses its loyalty program to encourage their customers to spend as much time as possible inside their properties. If you belong to A/Club and stay at the Sofitel Paris Le Faubourg , for example, you earn points for every…