Loyalty Expo Conference Assistance

Chat about your conference question

We're sorry, chat is currently unavailable

Chat hours are listed below.

Monday - Friday: 08:30AM ET- 05:30PM ET
Saturday - Sunday: Closed

It is currently

Call or e-mail about your conference question for:


Agenda & Speakers

Loyalty360 Brand Member Roundtables: Cohesive Customer Loyalty Program Encompasses “ALL of Accor”

Monday, September 19, 2022 - 11:40 AM - 12:25 PM
Sabrina Lillew is the Vice President of Loyalty Programs and Partnerships at Accor, a worldwide hospitality company that owns, manages and franchises hotels, resorts and vacation 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, 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 faced was combining the existing FRHI recognition programs with the Accor program that would provide a consistent customer experience executed across the same technology while remaining flexible at the brand level. In addition, the company was faced with the challenge of transitioning from a transactional to a lifestyle program.

The massive undertaking was headed up by Lillew and a team of dedicated loyalty professionals to implement a program to reach guests at the heart of emotional loyalty. Today, the ALL customer loyalty program reaches 4100 hotels across 40 brands in 110 countries with 68 million loyalty members.

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, Vice President of Loyalty Programs and Partnerships, Accor


Recent Tweets