Loyalty Evolved: From Guest Connections to Owner Value

 

Traditional points-based loyalty is no longer enough to sustain meaningful engagement. Today’s travelers are seeking more than transactional rewards: they value unique, memorable experiences that reflect how they want to feel. According to Globetrender x ALL Accor’s Experiential Travel Trends 2026 research, 72% of travelers prioritize unique experiences and 25% now begin their booking search driven by a mood rather than a specific destination. For hospitality brands, this creates an opportunity to redefine loyalty as a more emotional and experience-led relationship—one that strengthens guest engagement while creating lasting value for owners. Accor has anticipated this shift through ALL Accor, evolving it beyond a booking platform and loyalty program into a broader lifestyle ecosystem. Today, ALL Accor connects more than 120 million members with a network of over 140 partners, extending the guest relationship far beyond the hotel stay. Whether through seamless mobility and airline partnerships, or exclusive entertainment access, ALL Accor integrates into members' journeys.   For hotel owners and B2B partners, the financial impact is tangible. ALL Accor members stay twice as often, spend 10% more per night, and are 3.5 times more likely to return. As guest expectations continue to evolve, ALL Accor is evolving with them—adapting, innovating, and placing emotional connection at the center of what loyalty means for guests and hotel owners. Loyalty in Action How loyalty creates tangible value for guests, hotel owners, and partners.  A Loyalty Ecosystem  Powered by Partnerships From Uber to the newly announced American Express partnership, discover how ALL Accor is turning a growing ecosystem of 140+ partners into deeper engagement and long-term growth.   READ MORE → Transforming Loyalty with ALL Accor How ALL Accor delivers data-driven personalization and creates a platform for emotional engagement and community building. Discover the insights from Alix Bouloins, Accor's Chief Commercial, Digital & Tech Officer.    WATCH THE VIDEO → When Moods Drive Hospitality Bookings Explore the Globetrender x ALL Accor trend report on what inspires today’s travelers, from mood-based destination searches to a growing preference for experience-led travel.    DOWNLOAD THE REPORT → Accelerating Business Potential for Owners Discover how Accor's comprehensive suite of tools, expertise, and services enhances revenue and visibility for hotel owners and partners, supported by experts from all our brands, increasing returns and generating more value.   READ MORE → MORE ON ACCOR.COM Tags:  Accor