Accor is to combine its distribution platform with a new ‘experiential’ loyalty scheme.
Accor Live Limitless (ALL) will encompass an ‘augmented hospitality model’ allowing members to access a range of global experiences beyond hotel stays.
New global partnership have been signed with Paris Saint Germain football club, AEG and IMG as part of a €225 million investment.
ALL will centralise all offerings in a single platform.
The disclosure came as Accor today released a “robust” set of annual financial results reflecting the French hospitality giant’s on-going transformation.
A string of acquisitions have been made as revenue climbed by 8.8% in 2018 to €3.6 billion as 300 hotels were opened and it disposed of 64.8% of its AccorInvest real estate arm.
The group ended the year with 4,780 hotels and a pipeline of 198,000 rooms across 1,118 properties, wit 78% in emerging markets and 49% in the Asia Pacific region alone.
Earnings [ebitda] climbed by 14.% over 2017 to reach €712 million.
Chairman and CEO Sebastien Bazin said that the results “reflect a profound transformation” marked by the sale of its real estate division and a large number of acquisitions.
“Our results are clearly improving, with ebitda, free cash flow generation and organic development all once again at record highs,” he added. “They are also perfectly in line with our medium-term objectives.
“Accor’s growth continues – we are increasing our global market share and consolidating our balance sheet.
“In 2019, the group will continue along this path. With the launch of ALL, Accor gives life to its augmented hospitality model servicing both its customers and partners.
“This ambitious and unique initiative in the hotel industry will help promoting the group and its brands, increasing customer loyalty and optimise its mid-term performance.”