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Accor said it reached a milestone Thursday: Its ALL (Accor Live Limitless) loyalty program surpassed 100 million members globally.
Launched in 2019, ALL has positioned itself as more than just a points-based system, integrating exclusive experiences, brand partnerships, and a digital booking platform.
ALL has seen significant growth, with 11 million new members joining in 2024 alone.
But in the competitive hotel loyalty landscape—where Marriott Bonvoy and Hilton Honors lead the pack – how does ALL stack up?
According to Skift’s Hotel Loyalty Race, when compared to its competitors, Marriott Bonvoy leads with an estimated 228 million members, followed by Hilton Honors with over 210 million members, which has been experiencing faster growth than Marriott in recent years.
Other key competitors include IHG One Rewards (145 million members) and Wyndham Rewards (114 million members).
Why it Matters: Accor reported that ALL members spend twice as much as non-members, and one in every three room bookings are now made by a member of ALL. This high rate of direct bookings helps Accor avoid the substantial commissions charged by online travel agencies.
ALL’s Differentiation
Accor’s major push in the past few years has been to integrate experiences and partnerships.
Unlike its past focus on points-based rewards and free night redemptions, it has leaned into adding benefits such as experiences, from concerts to VIP sports events.
“More than a loyalty program, ALL is a gateway to extraordinary experiences – from iconic hotels to world-class dining, entertainment, and exclusive events, our members bring their passions to life through ALL,” Alix Boulnois, Chief Business, Digital and Tech Officer at Accor, said in a LinkedIn post.
However, Marriott and Hilton have also reimagined their loyalty programs to become more experiential and appeal to a broader audience, moving beyond their traditional focus on business travelers.
Accor also outlined its intention to add 15 new partnerships across travel, finance, insurance, and shopping in 2025.
The program offers sustainability initiatives, such as the Skip the Clean program, rewarding members for reducing their environmental footprint.
“ALL is also about impact. Through donations or environmental friendly programs, ALL enables our members to make a difference in our world,” said Boulnois.
This approach aligns with Accor’s “augmented hospitality” strategy – positioning its hotels not just as places to stay, but as hubs for experiences and lifestyle engagement.
Can ALL Close the Gap?
Despite its growth, ALL faces structural challenges in closing the gap with the leading loyalty programs.
Accor’s global footprint of 5,600+ hotels is smaller than Marriott’s (~9,100) and Hilton’s (~8,400), which limits some redemption opportunities.
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