Le Club AccorHotels
Isabelle Birem, Senior Vice President Loyalty, explains.
With 32 million members, Le Club AccorHotels, the Group’s loyalty program, is one of the pillars of its value creation.
In what way is Le Club AccorHotels different?
It is different because of our geographic footprint and the wide diversity of our guests. Le Club AccorHotels members come from all over the world and we communicate with them in 17 languages. Our program is ‘young’ and we are keen to increase our members’ engagement and go the extra mile to give them a high degree of flexibility so they can use their points in the way that suits them best.
How do you go about this?
Our members can use their points when they want to, even during peak periods. They also have an increasingly extensive range of rewards other than room bookings. For example, in 2016, we launched an e-boutique “La Collection by Le Club AccorHotels”. We also further enriched our range of Elite Experiences, the VIP cultural and sports events (notably by including a box with a panoramic view at the AccorHotels Arena), and developed the Dream Stays, our exclusive turnkey stays just for loyalty program members.
Have these measures worked?
Our members are increasingly engaged thanks to, among other things, the AccorHotels app which means their loyalty card is always within easy reach. Another indication of member engagement in 2016 was Smart Explorer, the game which gained the loyalty of over 80% of participants. Lastly, Le Club AccorHotels received the most prestigious loyalty program accolade when it was named best hotel loyalty program of the year in Europe, Africa, the Middle East, Asia and Oceania for the second year running at the Freddie Awards. These successes enable us to attract heavyweight partners, such as Qatar Airways in 2016.
I travel a lot. When a hotel becomes your second home, there are some things you just can’t stand any longer, like waiting, formalities, etc. Whichever hotel I stay in, what I really want is to be recognized and to spend as little time as possible on formalities, so I can make the most of the hotel and of my contact with the hotel staff.
We want to make sure guests have a great experience every time they stay in our hotels, whether their status is Silver, Gold or Platinum. They must instantly feel that they are part of the AccorHotels family. We do everything possible to provide a welcome that matches their profile and expectations.
AccorHotels, a daily mobility companion
For Romain Roulleau, Senior Vice President E-commerce & Digital Services, high guest confidence in AccorHotels gives it a solid springboard to offer new digital services.
What trends do you have to anticipate nowadays?
In some parts of the world, guests now use their mobile devices instead of their computers to prepare and purchase trips. For us, this means we now interact permanently with our guests, in a host of different situations.
What impact will this have?
We had the option of either offering just a hotel and restaurant booking solution, or of positioning ourselves at every contact point, both before and after the trip purchase, and even at times when no trip purchase is imminent. Naturally, we chose to interact permanently with our guests, with whom we enjoy high levels of confidence.
What kind of services are you providing for them?
We provide city guides, now available for 80 cities and in eight languages; 360° hotel visits, which allow guests to imagine a private or business stay; bookings in one of the 3,500 restaurants listed on our dedicated platform, Restaurants by accorhotels.com. Everything we can do to facilitate our guests’ daily lives and mobility, is much-appreciated. For example, Wipolo is a service integrated in our app which stores and manages all the guest’s trip information. But, I’m also referring to the ease with which guests can redeem their Le Club AccorHotels points, store their credit cards on an electronic wallet, or check-in using our app. We have the know-how, and it’s clearly visible in this wide range of hospitality and travel products and services.
Man working on a computer
Your travel companion
When turning the digital transformation key we want to know, welcome and serve our guests better.