Accor announces its global loyalty and reward program, ALL, has welcomed its 100 millionth member demonstrating its attractiveness and rapid growth. One of the top-performing loyalty programs globally, ALL provides exclusive access to hotel rooms at the best price, unique experiences, and an all-in-one booking platform designed to enhance premium and lifestyle experiences both during and beyond the hotel stay. Its mission is to boost traffic and direct revenues for hotel owners while providing unrivalled choice to Accor guests and empowering members to live passionately through varied rewards, services, and experiences.
Alix Boulnois, Chief Business, Digital & Tech Officer Accor, commented: “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. 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 100 million members and counting, ALL is redefining loyalty, unlocking limitless possibilities with every journey.”
Five years of unparalleled growth
Since its inception in 2019, ALL has established itself as a powerful performance engine and key business driver, enhancing brand visibility, guest engagement and financial performance for the Group and its hotel owners.
On average,
- ALL members spend more than twice as much as non-members
- ALL members were multiplied by 2 in five years, 2024 saw membership grow by another 11 million of new members
- Business volume generated through the ALL app increased by 45% (compared to 2023)
- A 2025 survey of more than 5,300 members shows significant love and appreciation for the program and subsequently the hotel brands. Recent data shows a high brand love of 7,8 /10.
More Than a Loyalty Program – A Global Experience Platform
ALL goes beyond traditional rewards programs, creating a connected lifestyle ecosystem that transforms hospitality, travel, and entertainment. By bridging the gap between hotels, experiences, and entertainment, ALL enriches members’ everyday lives:
- 7,700 Limitless Experiences packages sold worldwide, from local cultural experiences to premier sports and music events at venues such as the Accor Arena in Paris and Accor Stadium in Sydney.
- 110+ partnerships across travel, finance, insurance, shopping, and more, offering unmatched benefits and rewards. In 2025, ALL should add up to 15 new partnerships into its portfolio.
- Seamless integration with Accor’s extensive brand portfolio (with Raffles, Fairmont, Sofitel, Pullman, Mama Shelter, The Hoxton, Novotel, ibis… to name just a few) ensuring members enjoy the perfect stay at the best price.
- Aligned with Accor’s strong commitment to sustainability and responsible hospitality, ALL actively promotes eco-friendly practices through meaningful experiences and initiatives. In 2023, ALL partnered with Dift, allowing members to donate their Reward points to support impactful causes, resulting in an impressive 11 million points donated. To further drive positive change worldwide, ALL introduced the Skip the Clean program, rewarding members with Reward points while significantly reducing hotels’ environmental footprint—saving water, limiting the use of cleaning products, and extending the life of sheets and towels.
ALL embodies the Accor vision and promise of hospitality: bringing ease, convenience, value and emotion for all, anywhere and anytime.
