ALL, Accor’s award-winning loyalty program reaches 100 million global members

• A unique and fast-growing loyalty program combining stays at unbeatable prices and exclusive experiences 

• Direct access to 5 600+ hotels and resorts, 45+ hotel brands from economy to luxury and more than 7, 700 Limitless Experiences packages around the World 

• A powerful booking and retention engine that drives engagement, excellence and business impact towards owners, employees, and guests. 

• Augmented hospitality turned into augmented loyalty: more than 110 partners into mobility, financial services and entertainment field to bring value and emotion. 

Accor, a world-leading hospitality Group, today announces its global loyalty and reward program, ALL, has welcomed its 100 millionth member demonstrating its attractiveness and rapid growth. One of the top-performing loyalty programs globally, ALL provides exclusive access to hotel rooms at the best price, unique experiences, and an all-in-one booking platform designed to enhance premium and lifestyle experiences both during and beyond the hotel stay. Its mission is to boost traffic and direct revenues for hotel owners while providing unrivalled choice to Accor guests and empowering members to live passionately through varied rewards, services, and experiences.  

Alix Boulnois, Chief Business, Digital & Tech Officer Accor, commented: “We are immensely proud to be celebrating this milestone and welcoming our 100 millionth loyalty member. This achievement demonstrates the strength of our loyalty program 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.” 

Five years of unparalleled growth 

Since its inception in 2019, ALL has established itself as a powerful performance engine and key business driver, enhancing brand visibility, guest engagement and financial performance for the Group and its hotel owners.  

On average, 

• ALL members spend more than twice as much as non-members 

• ALL members were multiplied by 2 in five years, 2024 saw membership grow by another 11 million of new members 

• Business volume generated through the ALL app increased by 45% (compared to 2023) 

• A 2025 survey of more than 5 300 members shows significant love and appreciation for the program and subsequently the hotel brands. Recent data shows a high brand love of 7,8 /10. 

More Than a Loyalty Program – A Global Experience Platform 

ALL goes beyond traditional rewards programs, creating a connected lifestyle ecosystem that transforms hospitality, travel, and entertainment. By bridging the gap between hotels, experiences, and entertainment, ALL enriches members’ everyday lives: 

• 7, 700 Limitless Experiences 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. 

• 110+ partnerships across travel, finance, insurance, shopping, and more, offering unmatched benefits and rewards. In 2025, ALL should add up to 15 new partnerships into its portfolio. 

• Seamless integration with Accor’s extensive brand portfolio (with Raffles, Fairmont, Sofitel, Pullman, Mama Shelter, The Hoxton, Novotel, ibis… to name just a few) ensuring members enjoy the perfect stay at the best price.  

• Aligned with Accor’s strong commitment to sustainability and responsible hospitality, ALL actively promotes eco-friendly practices through meaningful experiences and initiatives. In 2023, ALL partnered with Dift, allowing members to donate their Reward points to support impactful causes, resulting in an impressive 11 million points donated. To further drive positive change worldwide, ALL introduced the Skip the Clean program, rewarding members with Reward points while significantly reducing hotels’ environmental footprint—saving water, limiting the use of cleaning products, and extending the life of sheets and towels. 

ALL embodies the Accor vision and promise of hospitality: bringing ease, convenience, value and emotion for all, anywhere and anytime.  

About Accor 

Accor is a world-leading hospitality group offering stays and experiences across more than 110 countries with over 5,600 hotels and resorts, 10,000 bars & restaurants, wellness facilities and flexible workspaces. The Group has one of the industry’s most diverse hospitality ecosystems, encompassing around 45 hotel brands from luxury to economy, as well as Lifestyle with Ennismore. ALL, the booking platform and loyalty program embodies the Accor promise during and beyond the hotel stay and gives its members access to unique experiences. Accor is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity, and inclusivity. Accor’s mission is reflected in the Group’s purpose: Pioneering the art of responsible hospitality, connecting cultures, with heartfelt care. Founded in 1967, Accor SA is headquartered in France. Included in the CAC 40 index, the Group is publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States. For more information, please visit group.accor.com or follow us on X, Facebook, LinkedIn, Instagram and TikTok. 

About ALL  

ALL is a booking platform and loyalty program embodying the Accor promise during and beyond the hotel stay. Through the ALL.com website and app, customers can access an unrivaled choice of stays from more than 45 Accor brands in 110 countries, always at the best price. The ALL-loyalty program gives members access to a wide range of rewards, services and experiences, along with over 100 renowned partners. ALL supports its members daily, enabling them to live their passions with over 5,000 events worldwide each year: local activities, chef masterclasses, major sports tournaments and the most eagerly awaited concerts. ALL is the loyalty program preferred by travellers. Discover ALL on all.com.