Accor’s award-winning loyalty program, ALL – Accor Live Limitless, has reached a major milestone, welcoming its 100 millionth global member. Launched just five years ago, the program has grown into one of the world’s top-performing hospitality loyalty platforms, combining exceptional value, seamless booking, and exclusive experiences across a diverse hotel portfolio.
Five years of accelerated growth
Since its inception in 2019, ALL has more than doubled its member base and become a powerful driver of revenue and engagement for Accor’s 5,600 hotels worldwide. In 2024 alone, ALL welcomed 11 million new members, while business volume through its mobile app surged 45 per cent compared to the previous year. On average, ALL members spend more than twice as much as non-members, reflecting the program’s influence on guest loyalty and brand performance.
A recent survey of over 5,000 members in 2025 reported high satisfaction, with an impressive brand love score of 7.8 out of 10.
More than a loyalty program
Positioned as a global lifestyle ecosystem, ALL connects travellers with over 7,700 Limitless Experiences – from local cultural discoveries to exclusive access at major sporting and music venues, including Accor Arena in Paris and Accor Stadium in Sydney. The program’s reach also extends through more than 110 partnerships in sectors like travel, finance, retail and entertainment, with 15 new partnerships set to launch in 2025.
ALL is integrated across Accor’s diverse portfolio of 45 brands, spanning from luxury icons like Raffles and Fairmont to lifestyle names such as The Hoxton, Mama Shelter and Pullman. Members enjoy best-rate access and tailored rewards that elevate every stage of their journey.
Loyalty with purpose
In line with Accor’s focus on sustainability, ALL also empowers members to make a positive impact. Through initiatives like Skip the Clean, travellers are rewarded for reducing environmental impact during their stay. In partnership with Dift, members donated over 11 million Reward points in 2023 to support social and environmental causes, demonstrating the program’s commitment to meaningful hospitality.
Alix Boulnois, Chief Business, Digital & Tech Officer at Accor, said: ‘With 100 million members and counting, ALL is redefining loyalty, unlocking limitless possibilities with every journey. This achievement reflects the strength of our program and its role at the heart of our augmented hospitality strategy.’
