In a huge milestone for hospitality loyalty, Accor’s ALL – Accor Live Limitless has officially crossed the 100 million member mark globally, cementing its place as one of the largest and most diverse loyalty ecosystems in the travel industry.

Launched in 2019, ALL replaced Accor’s older Le Club program and reimagined loyalty from being just about hotel nights to becoming a comprehensive lifestyle platform. With a portfolio that spans over 40 brands – from luxury names like Raffles and Fairmont to midscale staples like Novotel and Ibis – Accor has built a program that delivers both scale and depth.

Why ALL Stands Out in the Hospitality Loyalty Space

Unlike traditional loyalty programs that offer points-for-stays, ALL goes beyond by integrating:

• Hotel, dining, and experiences under one unified account.

• Partnerships with global entertainment brands (e.g. Paris Saint-Germain), airlines, mobility providers, and even fine dining establishments.

• Access to lifestyle experiences, events, and concerts — turning points into memories, not just discounts.

The strategy is clear: Accor doesn’t just want to reward frequent travelers — it wants to be part of their lifestyle.

Global Growth and Strategic Expansion

Crossing the 100 million member mark is not just symbolic — it’s strategic. Accor has made aggressive moves into Asia-Pacific, Latin America, and the Middle East, tailoring localized benefits while maintaining a global rewards framework.

The company has also doubled down on its digital experience, making it easier for members to book, earn, and redeem through the ALL app, which supports multiple brands and cross-property promotions.

And let’s not forget the business travel segment: with tools for corporate travel planners, meeting packages, and partnerships with loyalty platforms like Flying Blue (Air France-KLM), ALL is proving that loyalty can drive both leisure and commercial revenue.

What’s Next for ALL?

Accor is expected to continue enhancing ALL with:

• More elite-tier experiences, particularly for premium members.

• Deeper integration with hospitality tech and mobile-first features.

• Continued focus on sustainability and responsible travel, as consumer expectations shift.

Final Thoughts

In an industry that was rocked by the pandemic, Accor has managed not just to recover, but to expand its loyalty base globally — proving that well-designed, emotionally resonant programs still matter. By offering a blend of experiences, partnerships, and global accessibility, ALL isn’t just about hotel stays — it’s about limitless living.