As we celebrate the remarkable achievement of reaching 100 million members, we reaffirm our dedication to forge deeper connections with our members by offering unforgettable experiences that go beyond traditional rewards programs.

In line with Accor’s vision for a fully integrated hospitality ecosystem, ALL - our global loyalty and rewards program and powerful booking platform - stands at the forefront of our strategy to create value for our stakeholders, driving engagement, excellence and business impact for our owners, partners, guests, and teams.

5 Key Figures highlighting 5 Years of Unparalleled Growth

To celebrate five years of success and the milestone of reaching 100 million members, we have selected five key figures that highlight the success of ALL, driving performance and business growth for the Group and our partners, as well as value and experiences for our guests:

ALL reaches 100 million global members
Members were multiplied by 2 in five years, and 2024 saw membership grow by another 11 million of new members.

ALL members spend more than twice as much as non-members
ALL is considered as a business ally as members spend more, stay more and cost less for owners.

1 out of every 3 room bookings are being made by a member of ALL
ALL members are active and loyal travelers, with one out of 3 room nights booked by a member of ALL.

Business volume generated through the ALL app increased by 45% (compared to 2023)
Our ALL app harnesses the best rational and emotional value for our most loyal clients on the move, at home or at destination, bringing to life the most inspirational hospitality program, integrating world-class brands, experiences and rewards at scale.

7,700+ Limitless Experiences worldwide
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. ALL is both expanding its offering to accompany clients everyday but creating also an emotional bond with them with new experiences for members around their key passions.

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 a 100 million members and counting, ALL is redefining loyalty, unlocking limitless possibilities with every journey. - Alix Boulnois, Chief Business, Digital & Tech Officer, Accor