From Le Club AccorHotels to ALL: what the 2019 rename changed
The pitch and floodlit stands of the Parc des Princes stadium in Paris. Photo: Валерий Дед, CC BY 3.0, via Wikimedia Commons.
In 2019 Accor turned its hotel loyalty programme into ALL – Accor Live Limitless, a lifestyle brand with concerts, sport and dining on top of hotel nights. What did the change mean for points collectors?
Barely a year after Fairmont President's Club members arrived in Le Club AccorHotels, the programme changed its name. In 2019 Accor launched ALL – Accor Live Limitless, a single brand that combined the loyalty scheme, the booking platform and a growing list of experiences.
A lifestyle programme, not just a points scheme
The idea was simple: hotel groups had realised that members do not only want free nights. They want access to things money alone cannot easily buy, such as good seats at a concert, a table at a busy restaurant or a meet-and-greet with an athlete. ALL was designed to offer those moments in exchange for points, and sometimes only to members of higher tiers.
The most visible sign of the new brand was sport. For a few seasons from 2019, the ALL name appeared on the shirts of Paris Saint-Germain, whose home ground is the Parc des Princes. Members could bid points for match tickets and hospitality packages, and football fans suddenly had a reason to care about a hotel programme.
What stayed the same
- The two kinds of points: Rewards Points, which you spend, and Status Points, which decide your tier.
- The basic value of a point: 2,000 Rewards Points still knock €40 off a bill at participating hotels.
- The tier names Classic, Silver, Gold and Platinum, joined by a Diamond tier above Platinum.
What changed
The programme now presents itself through the ALL app and website, and its partners range from airlines and car hire to dining and entertainment. Earning rules, tier thresholds and the list of participating brands have been adjusted several times since 2019, so any number you read in an old forum post may be out of date. Our How To Earn guide explains the structure and shows how to check the current figures.
Sport, points and a word on odds
The sports tie-ins also brought a new type of member into the programme: fans who travel for matches. Many of them already follow the betting odds before a big game, and some treat a points auction the same way, setting a limit and walking away if the price climbs too high. That is a healthy habit in both worlds. A points auction is not a wager, because you always know what you are giving up, but the discipline of deciding your maximum in advance is exactly the same.
