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Agenda & Speakers

Cohesive Customer Loyalty Program Encompasses “ALL of Accor” - The Transformation of Loyalty at Accor

Tuesday, May 9, 2023 - 4:25 PM - 5:00 PM
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


Sabrina Lillew, VP of Loyalty Programs and Partnerships - North and Central America, Accor

Sabrina’s hospitality career spans over 30+ years.  She started her career at The Fairmont Royal York where she held various roles in Accounting and Tour & Travel Sales before moving to Corporate Headquarters in 2000.  Within Corporate, she held progressive sales and marketing roles before joining the Loyalty team.  It didn’t take long for Sabrina to realize that this was where her true passion was, and she never looked back.   She now has 15+ years of loyalty experience and uses her background in marketing, sales, and customer service to support her in her current role as Vice President, Loyalty Programs & Partnerships where she determines the strategy, marketing, and operation of Accor’s B2C and B2B loyalty and certificate programs along with loyalty partnerships for North and Central America.
Following the acquisition of FRHI in 2016 by Accor, Sabrina was one of the key leaders responsible for developing the global strategy and transition plan for the integration of the Fairmont, Raffles and Swissotel brand loyalty programs into Accor’s loyalty program. She also developed and oversaw the hotel training, implementation and rollout. In addition to this, Sabrina was selected to be part of the global team responsible for the development and launch of ALL – Accor Live Limitless – Accor’s current lifestyle loyalty program. Sabrina is proud to oversee a team of dedicated loyalty and partnership experts who provide ongoing support to over 100 hotels and resorts throughout North and Central America, ensuring that they are providing an elevated, personalized experience for our valued members across the entire portfolio of brands. 
Sabrina has her ‘CLMP’ designation and was recently recognized by HSMAI as one of their 2022 Top 25 Extraordinary Minds in Sales, Marketing, Revenue Optimization, and Distribution.

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