Accor loyalty programme welcomes 100 millionth member

Accor has revealed its global loyalty and reward programme, All, has welcomed its 100 millionth member amid the programme’s “rapid” growth. 

The programme provides guests with exclusive access to Accor’s hotel rooms at the best prices, as well as “unique” experiences, and an all-in-one booking platform.

It aims to boost traffic and direct revenues for hotel owners “while providing unrivalled choice to Accor guests” and varied rewards, services, and experiences.

According to Accor, members spend more than twice as much as non-members, and business volume generated through the programme’s app has increased by 45% since 2023.

In addition, a 2025 survey of more than 5,300 members showed they have “significant love and appreciation” for the programme and hotel brands that use it. 

Some 7,700 ‘Limitless Experiences’ packages are 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.

There are also over 110 partnerships across travel, finance, insurance, shopping, and more, offering benefits and rewards. 

Alix Boulnois, chief business, digital and tech officer Accor, said: “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.”