Accor's ALL loyalty programme has reached 100 million members worldwide, doubling membership in just five years thanks to its enticing menu of perks, benefits and experiences. Olivia Palamountain reports

Accor has announced that its global loyalty and reward programme ALL has reached 100 million members worldwide.

The achievement demonstrates the rapid growth of the ALL programme, which has doubled its membership in just five years since its launch in 2019. In 2024 alone, ALL welcomed an additional 11 million new members to its ranks.

ALL offers members exclusive access to hotel rooms at preferential rates across Accor's portfolio of more than 5,600 hotels and resorts spanning 45 brands, from economy to luxury brands – from big-hitters such as Fairmont and Sofitel to mid-scale and economy brands such as Novotel, Mercure and ibis (check out the Globetrender x ibis 2025 trend report on Gen Z/Y  travel intention here).Alix Boulnois, chief business, digital & tech officer at Accor, says: "We are immensely proud to be celebrating this milestone and welcoming our 100 millionth loyalty member. This achievement demonstrates the strength of our loyalty programme 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."

The programme has become a significant business driver for Accor, with members spending more than twice as much as non-members on average. Business volume generated through the ALL app increased by 45% compared to 2023, according to the company.

The programme also provides access to more than 7,700 "Limitless Experiences" packages sold worldwide, ranging from local cultural activities to premier sports and music events at venues such as the Accor Arena in Paris and Accor Stadium in Sydney.

A recent survey of more than 5,300 members showed strong appreciation for the programme, with a brand love score of 7.8 out of 10.

Beyond traditional rewards, ALL has expanded its ecosystem to include more than 110 partnerships across travel, finance, insurance, shopping and more. The company plans to add approximately 15 new partnerships to its portfolio in 2025.

The programme also aligns with Accor's sustainability commitments, allowing members to donate their reward points to support various causes. In 2023, members donated 11 million points through ALL's partnership with Dift.

Additionally, the programme introduced the "Skip the Clean" initiative, which rewards members with points for declining housekeeping services, helping to reduce hotels' environmental footprint.

Accor's global portfolio encompasses approximately 45 hotel brands, including Raffles, Fairmont, Sofitel, Pullman, Mama Shelter, The Hoxton, Novotel, and ibis, with a presence in more than 110 countries.