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CO-WRITTEN / PARTNER | Staff Reporter, Singapore

How Accor is creating new possibilities to live, work and play

The hotel group is set to launch a revitalised loyalty programme for its most loyal customers.

The world is changing fast, which requires companies to constantly evolve and keep up with their customers’ changing needs. In this regard, the hospitality world is no exception, with the huge amount of disruption brought about by Airbnb and other online travel agents in the hospitality space over the past few years.

Accor, the largest hotel operator in Europe, Asia Pacific, South America and the Middle East, is redefining hospitality with this year’s launch of ALL or Accor Live Limitless—a completely revitalised loyalty lifestyle programme that enables members to get the most out of their travels and everyday lives through unique itineraries and experiences.

Thanks to Accor’s transformation, the group expanded into new travel verticals to enrich the lives of its guests every day. Accor offers a broad range of brands and services, and an even wider geographical spread, describing its role as far more than just a hotelier.

New experiences to enrich lives

By designing new experiences for people’s travel and daily lives, Accor aims to answer tomorrow’s lifestyle needs today.

The newly transformed Accor provides a holistic ecosystem of services to meet the needs of its guests, whether in work, life or play. With numerous acquisitions and investments in lifestyle, luxury, concierge, co-working spaces, dining, restaurants, nightclubs and digital booking platforms, the group allows its guests a chance to live without limits.

Accor houses 38 hotel brands to choose from, 26 in the luxury and premium space and 12 in midscale and economy, with over 4,800 hotels and resorts globally—so no matter where people go, they can find the right place to stay regardless of budget or reason for travelling.

Luxury with a French touch and local roots

As one of the largest operators of luxury hotels in the world, with over 600 globally, Accor is the only French player amongst the biggest hotel groups.

Everyone knows that when it comes to luxury, the French do it best—think Hermès, Christian Dior, Chanel, Louis Vuitton and Louboutin as some of the benchmarks of French luxury.

Accor is bringing that same sense of quality and elegance to ensure that guests feel welcome anywhere in the world they choose to stay, delivering a unique savoir faire to elevate the hotel experience.

Amongst a fast-growing portfolio of iconic names, their luxury and premium brands include Raffles, Orient Express, Banyan Tree, Delano, Fairmont, SO, Sofitel, The House of Originals, SLS, Mondrian, Mantis, Pullman, Hyde, Pullman, Swissotel and Movenpick.

Caring for the planet and its people

Accor contributes to making the world a better place by making sure that the benefits of tourism go beyond each guest.

The group’s CSR programme is committed to environmental advocacies and the highest ethical standards through its sustainability goals, which are all about empowering local communities via building education centres, giving back to the disadvantaged through hospitality training for the youth, as well as reducing its environmental imprint for the health and future of the planet by sourcing local, organic and ethical products and planting sustainable crops.

With these initiatives towards sustainability and corporate responsibility, the group is connected to the changing world, leading the way in defining the future of hospitality for upcoming generations through different verticals and services outside the traditional hotel experience.

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