This is my second newsletter article of 2025 and this time I’m looking at the excellent Accor Live Limitless programme, and how they use third party offers and incentives to create engagement with their members. Hope you all find it useful!

A loyalty program that goes beyond

At the heart of Accor’s success lies a loyalty program that goes above and beyond to cater to their valued guests – Accor Live Limitless. Let’s take a look at how Accor Live Limitless has mastered the art of engaging members through third-party offers and incentives, propelling Accor to new heights of success.

Accor Live Limitless, ALL, has revolutionized the way members can use their points by extending the redemption options beyond traditional hotel stays. This innovative approach not only enhances the value proposition for members but also strengthens the overall loyalty ecosystem of the program.

Strategic partnerships to expand value

One of the key strategies employed by Accor Live Limitless to enable members to use their points on other services outside of the hotel chain is through strategic partnerships with various third-party vendors.

By collaborating with companies in different industries – such as transportation, dining, entertainment, and retail – Accor Live Limitless expands the utility of its loyalty points, offering members a diverse range of redemption options.

For example, through partnerships with ride-sharing services like Uber, members can earn points for using these services and redeem them for rewards within the Accor Live Limitless program.

This not only incentivises members to engage with partner services but also provides them with more flexibility in how they choose to utilise their loyalty points.

Exclusive benefits and added flexibility

Furthermore, ALL has leveraged its partnerships to offer exclusive benefits and discounts to members when they use their points for third-party services.

This added value enhances the overall member experience and encourages continued engagement with the loyalty program.

Beyond hotels: innovative redemption options

In addition to partnerships, Accor Live Limitless has also introduced innovative features within its loyalty program that allow members to use their points on a wide range of non-hotel-related services.

For example, members may have the option to:

• Convert their points into digital gift cards for popular retailers

• Book experiences such as spa treatments or dining vouchers

• Donate their points to charitable causes

Diversifying redemption for greater appeal

By diversifying the redemption options available to members, Accor Live Limitless caters to a broader range of preferences and interests, making the loyalty program more appealing and relevant to a diverse membership base.

This approach not only enhances member satisfaction but also fosters loyalty and engagement over the long term.

Seamless user experience

Moreover, Accor Live Limitless has implemented user-friendly interfaces and mobile applications that make it easy for members to browse and redeem their points on various services outside of the hotel chain.

The seamless integration of third-party redemption options into the loyalty program’s platform enhances the overall member experience and encourages active participation.

A new standard in loyalty

Overall, Accor Live Limitless’s innovative approach to enabling members to use their points on other services outside of the hotel chain demonstrates a commitment to providing value, flexibility, and choice to its loyal members.

By leveraging strategic partnerships, introducing diverse redemption options, and prioritizing user experience, Accor Live Limitless has set a new standard for loyalty programs in the hospitality industry.

Personalisation and community

At the heart of ALL’s success lies a deep understanding of its members’ preferences and desires. By developing capabilities to offer personalised experiences and focusing on social media sharing, Accor has elevated the loyalty program to new heights.

The emphasis on creating a private club for travellers with similar interests and providing tailored experiences has resonated with members, leading to increased engagement and loyalty.

Community is becoming a very important strategy for loyalty programmes and Accor have created member groups so they can talk to different behaviours in a very personalised way.

Accor know their customers really well, and personalise the experience based on customers’ previous interactions. Through their innovative use of third-party solutions they are also providing great value, versatility and flexibility to the member, which drives strong engagement and advocacy.