Accor’s Ambitious Goals for Loyalty Revenue
Accor, the French hotel group, is aiming for a significant leap in its loyalty program’s revenue in the near future. During the second quarter of 2025, Accor’s chairman and CEO, Sebastien Bazin, disclosed that the company is targeting over €100 million in revenue from loyalty partnerships within the next 18 months. While Bazin did not reveal the exact current revenue figures, he mentioned that the company expects to achieve this through nearly 100 different partnerships, with a projected 25% to 40% of this amount converting into EBITDA.
Launched in 2020, Accor’s Accor Live Limitless (ALL) program initially faced some challenges. Bazin acknowledged that the program had arrived 20 years later than its competitors, such as Marriott and Hilton, which had already established successful loyalty systems. However, despite these early setbacks, Accor’s loyalty program has proven to be a success.
Bazin noted that, in comparison to the €6 million revenue generated in 2020, the program has now reached impressive milestones. The number of ALL members has grown from approximately 64 million at its launch to 100 million in March 2025—a significant achievement for the company. In 2024 alone, 11 million new members joined the program, and Bazin is optimistic that 2025 will see even more sign-ups, further cementing the program’s role as Accor’s “North Star.”
Marriott’s Expanding Bonvoy Program
Marriott, a major player in the global hotel industry, has similarly seen growth in its Bonvoy loyalty program. By the second quarter of 2025, Marriott’s Bonvoy membership had increased to nearly 248 million members, up from 237 million in the previous quarter. Marriott’s CEO, Anthony Capuano, revealed that member penetration had also risen, with 69% of rooms worldwide being booked by Bonvoy members, and even higher penetration (74%) in the United States and Canada.
In addition to increasing membership, Marriott is also focusing on enhancing the value that its loyalty program offers to travelers. In June 2025, Marriott launched its Marriott Media Network, a new initiative designed to generate greater value for Bonvoy members. According to Capuano, this network will allow advertisers to reach highly valuable audiences by utilizing Marriott’s deep insights into traveler behavior and preferences. These insights will be harnessed across various touchpoints, such as the Bonvoy app and in-room TV, providing guests with a more personalized experience and creating new opportunities for monetization.
Changing Consumer Expectations: The Rise of Points Fatigue
Despite the growth in loyalty program memberships, hotel brands are facing challenges driven by shifting consumer behavior. A study conducted by Accenture, titled the Consumer Pulse 2025, revealed a troubling trend: “points fatigue.” The study surveyed 18,000 consumers across 14 countries and found that while 57% of travelers belong to hotel loyalty programs, half of them no longer perceive the programs as offering the same value they once did.
The research highlights a key issue for hotel chains: while loyalty programs still enjoy high membership numbers, they may not be as effective as they once were in driving customer loyalty. Younger generations, particularly Gen Z and millennials, are more likely to join a loyalty program than older travelers. However, these younger customers are also quicker to switch brands if they feel disappointed by the rewards or the value they receive. In fact, the Accenture study found that 89% of hotel loyalty members want the ability to choose their own rewards, indicating a shift in expectations.
This trend presents a dilemma for hotel chains that rely heavily on loyalty programs to foster long-term relationships with customers. The challenge now is to find a balance between leveraging the financial success of these programs and meeting the evolving demands of travelers who are becoming increasingly discerning about their rewards.
The Future of Hotel Loyalty Programs
As Accor and Marriott continue to expand their loyalty programs and refine their offerings, both companies are keenly aware of the need to stay relevant in an increasingly competitive market. While points fatigue may be a real concern, it also presents an opportunity for hotel chains to innovate and redefine what loyalty means for modern travelers.
For Accor, the continued success of the ALL program hinges on the company’s ability to foster deeper relationships with its members. The brand is placing a strong emphasis on offering not only rewards but also unique experiences that resonate with travelers’ changing expectations. This focus on personalization and experience will likely be key to sustaining membership growth in the coming years.
Marriott, on the other hand, is leveraging its scale and data insights to better engage with travelers through its Marriott Media Network. By offering brands a platform to connect with guests through curated, data-driven touchpoints, Marriott is positioning itself to stay ahead of the curve in terms of both marketing and customer engagement.
Final Thoughts
In conclusion, while hotel loyalty programs like Accor’s ALL and Marriott’s Bonvoy continue to grow, the industry’s ability to adapt to shifting consumer behaviors will determine the future success of these programs. Both companies are investing heavily in their loyalty offerings, striving to ensure that the value they provide is more than just points accumulation. As consumer expectations evolve, it will be interesting to see how these programs continue to innovate and maintain their relevance in an ever-changing travel landscape.
Tags: hotel industry, Accor Live Limitless, Marriott’s Bonvoy Program
