Accor, the world’s leading hotel group, announces on 24.03.2025 that its global loyalty and rewards program, ALL, has reached the 100 million member milestone, demonstrating its appeal and rapid growth. ALL offers exclusive access to best-priced hotel rooms, unique experiences and a comprehensive booking platform designed to amplify the premium and lifestyle experience both during and beyond the stay. Its mission is to increase traffic and direct revenue for hotel owners, while offering Accor guests an unparalleled variety of options and members the opportunity to live passionately through diverse rewards, services and experiences.
Since its launch in 2019, ALL has established itself as a key performance driver and business catalyst, amplifying brand visibility, guest engagement and financial performance for the Group and hotel partners.
On average:
- ALL members spend more than twice as much as non-members;
- Membership has doubled in 5 years, with 11 million new members in 2024 alone;
- The volume of business generated through the ALL app has increased by 45% since 2023;
- A 2025 survey of over 5,300 members shows a satisfaction score of 7.8/10.
ALL goes beyond the boundaries of traditional rewards programs, creating a connected lifestyle ecosystem that transforms hospitality, travel and entertainment. By connecting hotels with experiences and entertainment, ALL enriches members’ everyday lives:
- 7,700 Limitless Experiences packages sold globally, from local cultural events to top sporting events and concerts at the Accor Arena (Paris) or Accor Stadium (Sydney);
- 110+ active partnerships (tourism, finance, insurance, retail, etc.), with another 15 planned in 2025;
- Full integration with the Accor brands (Raffles, Fairmont, Sofitel, Novotel, ibis, Mama Shelter, The Hoxton etc.);
- Eco-friendly initiatives: collaboration with Dift (11 million points donated for social causes), Skip the Clean program to reduce environmental impact.
Aligned with Accor’s strong commitment to sustainability and responsible hospitality, the ALL program actively promotes environmentally friendly practices through initiatives and experiences with real impact. In 2023, ALL partnered with Dift, offering members the opportunity to donate reward points to support important causes, resulting in an impressive 11 million points donated. To support positive change globally, ALL also launched the Skip the Clean program, where members are rewarded with loyalty points for choosing to skip daily cleaning, thereby reducing hotels’ environmental footprint – saving water, limiting the use of cleaning products and extending the life of linens and towels.