Sabrina Lillew is the Vice President of Loyalty Programs and Partnerships in North America for Accor, a worldwide hospitality company that owns, manages and franchises properties in 5300 locations in over 110 countries.
As a company that oversees 54 brands in industries as varied as the countries they represent, Accor needed a cohesive loyalty program to unite all customers under all brands in all locations. Enter ALL – Accor Live Limitless, the new lifestyle loyalty program that brings all Accor rewards, services and experiences into one fully integrated global platform, giving the most loyal members access to “ALL of Accor.”
One of the challenges that Accor had during its acquisition of FRHI was combining the existing FRHI recognition programs with the Accor program so that it would provide a consistent customer experience executed across the same technology while remaining flexible at the brand level. At the same time, the company had already started its transformation from a transactional to lifestyle program.
Ms. Lillew was part of team taking on this massive undertaking and program evolution. Today, ALL reaches over 4,100 hotels across 40+ brands in 110 countries.
Key takeaways from this presentation include:
- How to create a unifying program that ties together a variety of brands and their customer bases under one umbrella
- The differences between recognition-based rewards program and transactional
- Developing an experienced-based rewards system using strategic partnerships
- The secret to earning zero-point data from willing customer engagement