Le Club Accorhotels - Accor outlines Le Club loyalty improvements

Over on BT (http://www.businesstraveller.com/news/accor-outlines-le-club-loyalty-improvements):

Chief marketing officer for Accor Hotels Gregoire Champetier tells Business Traveller that the newly rebranded loyalty programme Le Club Accorhotels will aggressively improve its generosity, “fluidity” and redemption options, as it seeks to double its current membership of 10 million.

Champetier says that the proliferation of strong third party distributors has made internet distribution the “key battle” for the future of the hotel business. Accor is looking to react to this challenge through its direct distribution channels and sweeping improvements to its loyalty programme, recently rebranded from A Club to Le Club Accorhotels.....

I reserve my judgement when I see the exact details.

Thanks for posting this.

I reserve my judgement

Indeed. Especially when we note that either the BT journalist or (worse!) the man from Accor doesn't seem to understand the way things work at the moment:

the programme will be changed so that customers with a small number of points can acquire a voucher for rebates on hotel stays, instead of having to accumulate enough points for a free stay

[...] members will be able to redeem points not just through traditional means such as free hotel stays but also rebates

:confused: :confused: :confused:

If they had any sense they would ask right here in this forum what the main problems and solutions could be. Strange to cite Hilton and Starwood as signficant competitors and then do nothing (apparently) for elites. It is exactly there where they do better than Accor. I don't want a free meal, I want consistent recognition at all Accor properties. At the moment I'm not even getting this at Sofitel.

If they had any sense they would ask right here in this forum what the main problems and solutions could be. [...] I want consistent recognition at all Accor properties. At the moment I'm not even getting this at Sofitel.

You point to the (to all of us, but apparently not Accor) obvious gaping hole in the "programme".

They need to start introducing serious elite recognition (=some kind of guaranteed upgrade and/or Club access and/or breakfast) and improve consistency. It would make sense to start at the top -- some kind of consistent and quantifiable benefit for Platinum members staying at Sofitels -- and then work their way 'down' to MGallery and Pullmann.

Some kind of recognition at Novotel and Mercure properties would also greatly encourage loyalty -- as things stand, I'm almost always going to choose a Holiday Inn or Hilton Garden Inn above a Mercure.

You point to the (to all of us, but apparently not Accor) obvious gaping hole in the "programme".

They need to start introducing serious elite recognition (=some kind of guaranteed upgrade and/or Club access and/or breakfast) and improve consistency. It would make sense to start at the top -- some kind of consistent and quantifiable benefit for Platinum members staying at Sofitels -- and then work their way 'down' to MGallery and Pullmann.

Some kind of recognition at Novotel and Mercure properties would also greatly encourage loyalty -- as things stand, I'm almost always going to choose a Holiday Inn or Hilton Garden Inn above a Mercure.

Totally agree. There is no sense of welcome or recognition at most European Sofitels and I for one get very tired of having to beg and demand the few perks I am supposed to get. The fact that I get zero recognition below MGallery (and in many cases above) is making a mockery of the term 'loyalty'.

Most importantly is the training element, most staff don't ask for the Le Club card and when shown have no clue what it means.

This really isn't rocket science.

That said when they get it right they can be fantastic (Sofitel Vienna or MGallery B-Lay Tong for example)

I've just added up my nights in "good" or better hotels in Jan-June 2012.

Just five Sofitel nights and three at an MGallery. All four stays were perfectly pleasant, but that was because the hotels were good and we booked good rooms (junior suite in Paris, Club room in HCMC), not because we received any upgrades or recognition beyond a drinks voucher. At least the Sofitel at LHR T5 is consistent.

On the other hand, some 25 nights at Conrads or Hiltons in cities where we could have chosen Accor properties: Hong Kong, Singapore, Hanoi, London, Brussels, Frankfurt. Upgrades everywhere, including a couple of suites, and breakfast as a Diamond benefit.

The stupid thing is that the few Sofitel/MGallery properties we've tried have all been much nicer hotels -- by which I mean more to our taste -- than most Hiltons, Conrads or ICs. They don't need to improve Le Club drastically for us to start changing our booking habits.

Are you listening, Gregoire?

"The first move will be to increase the generosity of the programme by 35 per cent, from a current base of 2000 points per €40 spend."

They mean they are going to increase the voucher value of 40euros by 35% per 2000 points?

They mean they are going to increase the voucher value of 40euros by 35% per 2000 points?

I honestly don't think there's much point in trying to guess. The figures in the BT article make no more sense than what they write about us currently getting "free stays" and this changing to "vouchers".

Actually if the current benefits for Gold and Plat were consistently applied by all Sofitels, Pullmans, and MGallery...that would be nice. I realized that room upgrades are only available if the higher categories are available. But, what the most annoying thing is you have to beg most of the time even for your welcome drink and welcome gift which supposed to be your rights as stated on Le Club T&C.

Even some Pullmans and MGallery when being asked why there's no welcome gift said that.. "oh, we're running out welcome gift for our members"..lol or sometimes they will say "i'm sorry, they must be forget to bring welcome gift for you". See ? It seems that they don't consistently follow their own T&C even for small things such welcome drinks and gifts.

When staying at one of Novotel in Indonesia last week, I accidentally saw Guest Lists on the restaurant. I've ever heard that Le Club Platinum has VIP-3 Status, while Gold member has VIP-4 Status on Pullman (from one of my friend who is working in Pullman). However, when I checked my name on the list...then..no VIP Status at all. I realized that the exclusive benefits not apply on the Novotel but considering the fact that I booked on their Suite (without asking room upgrade) and I'm also Le Club Gold but I felt on that time that it doesn't make any difference even if you're Gold or Plat or staying at the suite....you are not important to them. :(

Hope that Le Club benefits will improve and expand to Grand Mercure, Novotel and Mercure. Hope that they also consistently apply their own T&C regarding to the benefits on their near future (don't know when).

They should go for a points based program.

Key benefit they should have:

1. Guaranteed early (IC RA) and late check outs (SPG, Hyatt, IC RA, AMB)
2. Upgrades to Club rooms (most chains) & suites (IC RA & SPG PLT)
3. Complimentary internet across the whole chain
4. Complimentary breakfast

The promotions that Le Club Accorhotels run aren't comparable to competition and won't make me to want book any of their properties ala free night promotions from Hilton & Marriott (and previously Hyatt). Generous point offers ala Club Carlson.

They have lots of work to do to make the program competitive.

The first move will be to increase the generosity of the programme by 35 per cent, from a current base of 2000 points per €40 spend.

We shall wait and see;)

Secondly the “fluidity” of the programme will be changed so that customers with a small number of points can acquire a voucher for rebates on hotel stays, instead of having to accumulate enough points for a free stay.

Basically I find the article a little wishy washy.

So here' my wish list

1. Le Club points can be redeemed for prepaid nights.

2. Points can be deducted at time of payment with a swipe of the Le Club card and an accompanying password (sort of like debit card). No need to do the archaic way of printing out the vouchers and wasting printer's ink (which is the primary reason why it can't be used for prepaid rates) and having an expiry date on them. Since they talk about "fluidity", a very simple point conversion (since it's 2000 points for a US$60 vouchercurrently) would be US$1= 33.33 points or its Euro equivalent would suffice.

3. Better recognition of the Le Club card elites.
- Free BF and Internet across all brands. :cool:
- Consistent upgrade to Club Level Room if booked room is of lower level with accompanying exec lounge access wherever it's available.
- Suite upgrade vouchers.

Don't really care about welcome amenity, some of them are just silly anyway.

I am very much a beginner at playing this hotel game, and have followed the discussions on upgrades and amenities with interest.

Before joining FT, I joined the accor favourite guest programme, which cost 170 euros (£140 approx). This gave benefits roughly equivalent to Platinuum membership, plus a 15% discount on most brands (not perfect, because it is off the best or early rate, and does not apply to the 3 for 2 offers). But since joining in March I have had 12 hotel nights using accor - 9 Sofitel and 3 Novotel, and have recovered the cost of the card in discounts.

The main influence of the silver, gold platinum is in the number of points accrued for stays.

As far as upgrades are concerned, I have always been welcomed and upgraded at Sofitel and twice at Novotel. Drink vouchers have always been provided, so I am quite happy.

Following excellent advice from a FT member I always email the GM of the hotel a few days before my stay, with a subtle reminder and shameless request for an upgrade, and Accor are very good at replying. It saves a fair amount of the angst that some seem to experience with accor.

It is a strategy which has worked for me so far (although no doubt i will come unstuck eventually) but as far as I am concerned I think the A club programme is pretty good, and certainly my experience with accor has been much better than with Hilton over the last couple of years.

If you stay at medium to highish end hotels a dozen times a year, the Favourite Guest programme might be worth looking at too - a cost I know but the payback is quite quick.

If Accor want to take lessons from Starwood they may also wish to revisit how they engage with loyalty customers. Starwood Lurker is a model company rep that uses FT to the full potential (no offense Accor Concierge): advance notification about specials, promos, changes to the programme etc etc.

Here we get marketing waffle (see above in the BT article) from Accor and surprisingly not from the new VP for loyalty (and direct sales) Isabelle Birem. Marketing is not the same as loyalty management.

- Consistent upgrade to Club Level Room [...] with accompanying exec lounge access

I'd be against this unless Accor first drastically reduces the number of status giveaways.

I'd be against this unless Accor first drastically reduces the number of status giveaways.

Let's put it this way:

-elimate the ongoing publicly known loopholes to gain status without spending a single Euro in any Accor hotel

and then

- ensure clear and real (not a better view or other jokes) upgrades for gold, suites if available for Platinum. Lounge access where available should be granted regardless which room is booked.

Let's put it this way:

-elimate the ongoing publicly known loopholes to gain status without spending a singe Euro in any Accor hotel

and then

- ensure clear and real (not a better view or other jokes) upgrades for gold, suites if available for Platinum. Lounge access where available should be granted regardless which room is booked.

SFG

That would make sense - I agree with regard to status giveaways (although I do have a tinge of guilt as will get Platiunum courtesy of Amex from 16th July) but have gold now on hotel stays as well as AFG which is paid for.

I am not sure their business model would cope with Suite upgrades for every platinum - (even with it restricted to earned status) , but maybe a choice of suite, free breakfast or extra points at the hotels discretion would be viable.

That said, I do like Accor and always have since my first stay (Novotel Orleans) when the children were young and we arrived at midnight after a horrendous 18 hour drive from Calais. The hotel staff were all incredibly accommodating and kind - way beyond the call of duty and I have never forgotten.

While I think of it Free proper wifi for gold and platinum would be good.

Do you think that a letter on which everyone agrees sent to Le Club des Actionnaires would have any impact at all?

Getting someone inside Accor to suggest that Mme. Birem or M. Champetier spend 20 minutes skim-reading the threads in this very forum might be easier.

agreed - it would seem to be obvious that this part of the forum offeres a range of opinions from people who are sufficiently interested in accor to spend time writing about it. Some may be uncomfortable reading but if they truly want to make the loyalty programme work for the company then most of the answers are here.

Beats the hell out of a "focus group" anyway.

Strange to cite Hilton and Starwood as signficant competitors and then do nothing (apparently) for elites. It is exactly there where they do better than Accor. I don't want a free meal, I want consistent recognition at all Accor properties. At the moment I'm not even getting this at Sofitel.

The very reason why I stay as less as possible at Accor properties (only when there is no other option)

The very reason why I stay as less as possible at Accor properties (only when there is no other option)

And just to get the picture right, I absolutely love Sofitel and normally go out of my way, if available, to stay there but recent experience has been less than good.

I still only stay at Hilton if there is nothing else available, Starwood have a great programme and hotels but is just not for me normally.

Accor Concierge, any chance of getting some details on the mentioned "improvements"? ^

I would like to see most of the things that have already been suggested:

1. Enable the points to be used for prepaid rates.
2. Allow points to be redeemed by swiping the Le Club card.

When I do redeem Le Club vouchers, I'm invariably made to feel that the hotel doesn't really want to take them. Perhaps hotels would feel happier if the credit could be applied up-front. I would certainly be happier, as I would be assured of getting best value for my points.

3. Free breakfast. I'm sure that a significant amount of the breakfast buffet fare served up in Novotels, etc, must get thrown out. Much better to let me come along and scoff it, gratis! :D

4. Free WiFi. I get this at Intercontinental hotels without status in their program. Some Sofitels and Pullmans now offer this, but it really needs to be a consistent, Accor-wide benefit.

I would also add:

5. Room upgrades at Novotel and Mercure.

Although these will sometimes be given informally, automatic upgrade to the "Executive" rooms found in most Novotels would be nice. Ditto for Mercure hotels, which often have a few different classes of room.

Let's put it this way:

-elimate the ongoing publicly known loopholes to gain status without spending a singe Euro in any Accor hotel

and then

- ensure clear and real (not a better view or other jokes) upgrades for gold, suites if available for Platinum. Lounge access where available should be granted regardless which room is booked.

+1

They should go for a points based program.

Key benefit they should have:

1. Guaranteed early (IC RA) and late check outs (SPG, Hyatt, IC RA, AMB)
2. Upgrades to Club rooms (most chains) & suites (IC RA & SPG PLT)
3. Complimentary internet across the whole chain
4. Complimentary breakfast

The promotions that Le Club Accorhotels run aren't comparable to competition and won't make me to want book any of their properties ala free night promotions from Hilton & Marriott (and previously Hyatt). Generous point offers ala Club Carlson.

They have lots of work to do to make the program competitive.

Firstly, thanks starflyergold for this thread.

I agree with holtju2's suggestions.

Accor has the ability to compete with the major US chains, as they are pretty huge themselves globally. If only they get their loyalty program right..
For a start, include Novotel and Grand Mercure into the upgrade list. Upgrade to Club rooms or Suites with Club Lounge access when available is not that difficult to achieve.

On the other hand, if Platinums in Accor still have to beg for status recognition, is a sign of a poorly managed program.

Let's hope the new changes take place within days than weeks or months, and it will be a drastic improvement over the existing arrangements. I see potential with Accor really, but if only, they get the loyalty part right.
If they do, I can see some regulars from the major chain switching to Accor.

Accor Concierge can also play a more active role, like the Starwood Lurkers, like what OP has suggested. Hope all these written here are picked up by Accor.

My suggestions (broad categories):

- Status must be earned and not given away
- More benefits while you are staying and paying for a room (WiFi, Breakfast, Upgrades)
- Paid card must get the highest respect, we put our money on the line BEFORE staying

The last point is a real problem for me. I have had the paid card for three years and found no benefit other than the odd discount. This year I am not renewing it. That also means a greater chance that I am staying at Hilton or even Best Western.

Loyalty programs are only successful if people stay more as a result.

My suggestions (broad categories):

- Status must be earned and not given away
- More benefits while you are staying and paying for a room (WiFi, Breakfast, Upgrades)
- Paid card must get the highest respect, we put our money on the line BEFORE staying

The last point is a real problem for me. I have had the paid card for three years and found no benefit other than the odd discount. This year I am not renewing it. That also means a greater chance that I am staying at Hilton or even Best Western.

Loyalty programs are only successful if people stay more as a result.

You are right about putting our money down before staying! I was a "favourite guest" member some years ago, and it worked well. Then they decided to put the price up to 300 euros at the same time that they introduced A Club. So I left.

Rejoined in March this year and have found that I have got my money back in discounts, so quite pleased. That is apart from "free" drinks, and various upgrades etc which have been worthwhile.

Ironically, I will get "Accor Platinum" via Amex this month, but would have qualified anyway in September so dont feel too bad about my stance that status should be "earned", or maybe a different category - "super platiunum" perhaps where upgrades are guaranteed?

Rather like BAEC have gold, but then an extra layer above that for people who have 2500 to 5000 tier points providing additional privileges.

In the French version if Business Traveller it says they want to "increase the generosity of points with 35%".

Also, they want to double the amount of members to 10 million...

Interesting fact is that at the moment 50% of all US sales are through the internet, only 25% of all sales in Europe.

See the orginal article here:

http://www.businesstravel.fr/2012062812751/hotels-et-spas/hotels/accor-veut-offrir-plus-de-points-aux-membres-de-son-programme-de-fidelite.html

Here is a quick Google translation of the three points of improvement

"The first decision the group will be to improve the generosity of the program by 35 percent, on a current basis of 2000 points for 40 euros spent.

Second, the "fluidity" of the program will also be reviewed so that customers with a limited number of points to acquire a coupon for discounts on hotel stays, instead of having to accumulate enough points for a free stay.

Third is that all Accor hotels are available to all members at all times."

They also want to introduce free wi-fi access, but that seems to be easier said than done!

(sorry, I now see there is already a link to the English version of the article in the first post of the OP)

I agree with all your suggestions but would add the reinstatement of other currencies -ie AUD- for hotel vouchers. The rates that you get at hotels in Australia when using Euro or USD vouchers is piracy - around 80c/$1 when the rate is really at parity. Again, another loss of value for the program.

I agree with all your suggestions but would add the reinstatement of other currencies -ie AUD- for hotel vouchers. The rates that you get at hotels in Australia when using Euro or USD vouchers is piracy - around 80c/$1 when the rate is really at parity. Again, another loss of value for the program.

Yea, I went to Australia last month and the rates are really bad. I wish if the AUD Voucher would be reintroduced.

An advert in yesterdays paper claims "You can redeem your points instantly in the hotel of your choice and at a time that suits you".

Can you redeem points instantly in a hotel then?

An advert in yesterdays paper claims "You can redeem your points instantly in the hotel of your choice and at a time that suits you".

Can you redeem points instantly in a hotel then?

One presumes instantly means: use a computer, log on, redeem points, print.... :confused:

Nice suprise today as an NZ based member

Dear XXXX,
To recognise and reward your loyalty as a valued Le Club Accorhotels member, we have the pleasure of inviting you and a partner to join us for drinks and canapés in the exclusive Pullman Auckland Presidential Penthouse. Following this, we also invite you to join our World of Accor Showcase in the Pullman Princes Ballroom where you can discover some of the hotels and resorts in the Accor portfolio from around the world.

If Accor was to look for an example of how a provider (in this case Air France) could harness the wealth of knowledge on FT in order to improve a loyalty programme they should check out this interesting thread: http://www.flyertalk.com/forum/flying-blue-air-france-klm-other-partners/1364155-minutes-meeting-june-2012-fb-programme-rules-manager-jouy31-gajan.html

you are absolutely correct Starflyergold. AF is currently making a lot of efforts to listen to their frequent travelers. What is also good is that our favourite forum is having a premium place in those discussions with AF. AF and ADP (aéroports de Paris) have organized a wonderful DO last April with 40 FTers invited and discussions are continuous since that, involving some representatives of the FB/AF/KL forum. For those of you who do not read/ participate to the AF forum, I invite you to see the following video on AF corporate website about the DO
http://corporate.airfrance.com/en/press/news/article/item/air-france-listens-to-its-customers/

So, to come back to Accor, it would be extremely beneficial for them (and for us) to have the same level of discussion. Maybe Accorconcierge could help us to relay this to Accor management ? ;)

I am shocked that 10 million have stayed 'loyal' to this classless outfit...

Hello all,

Thank you for your suggestions. I will pass on some of your ideas to Accor and discuss with them about how we can improve Accor Concierge's involvement on the forum.

Thanks once again for your input.

All the best,

Chris

Hello all,

Thank you for your suggestions. I will pass on some of your ideas to Accor and discuss with them about how we can improve Accor Concierge's involvement on the forum.

Thanks once again for your input.

All the best,

Chris

Accor Concierge, do you know when these improvements will be announced?

Thanks Chris for being here and being active.

Nice suprise today as an NZ based member

Don't expect it too much as I did. I was expecting some nice recognition but when I was arrived, it seems that the event dedicated to their partners such travel agents so there won't be any special treatment to Le Club Platinum, Gold, Advantage Plus or whatever. :(

However, hope that you could win one of the prize there ! :D

Slightly off topic. American Express Platinum were offering a le club accorhotels platinum card, as part of their "sweetner" package.

However, apparently this does not apply to the paid for "Favourite guest business" card - so I will remain at silver.

In reality the difference is marginal - 33% more points, and an upgrade at MGallery - but it is a bit miserly on the part of Amex.

You can use your existing plat card and pay the fee and it becomes a FG plat card. Just give them the existing number and don't get a new one. If you have both now, call them and have them merged.

I normally don't post here about other hotel programmes but today I stumbled across this interaction between a customer and Starwood's SPG programme which really shows up the weaknesses of Le Club Accorhotels.

As some of you know SPG Platinums get upgrades to best available room (including suites). This alone should be a lesson for Accor. Now Starwood hotels also at times like to pull the "no upgrade possible" trick. Regulars here will be familiar with this (though not the suite upgrade).

Have a look what happened when this trick was pulled on a SPG Platinum member and how SPG reacted (on Twitter):

http://img706.imageshack.us/img706/206/screenshot20120825at223.png

Amazing, and that my friends is why SPG is loved by many of its members. Accor can really learn from this if they are willing to listen. And no focus group required!

And to get back to the initial post in this thread: 2 months after the suggested "improvements" announcement and nothing has happened. :td:

(and as an aside: Accor would do well to have a 24/7 social media presence)

I normally don't post here about other hotel programmes but today I stumbled across this interaction between a customer and Starwood's SPG programme which really shows up the weaknesses of Le Club Accorhotels.

As some of you know SPG Platinums get upgrades to best available room (including suites). This alone should be a lesson for Accor. Now Starwood hotels also at times like to pull the "no upgrade possible" trick. Regulars here will be familiar with this (though not the suite upgrade).


It is well known that Accor's Le Club recognition is pretty poor for Platinums, and we all are waiting for some substantial improvements.

That being said, I am not quite sure that being Platinum with SPG is always that great:
http://www.flyertalk.com/forum/starwood-preferred-guest/1372063-fighting-platinum-upgrades.html?highlight=Platinum
http://www.flyertalk.com/forum/starwood-preferred-guest/1361209-plat-thats-getting-sick-tired-spg.html?highlight=Plat
http://www.flyertalk.com/forum/starwood-preferred-guest/1324897-starwood-told-us-cut-back-plat-benefits.html?highlight=Plat
http://www.flyertalk.com/forum/starwood-preferred-guest/1376547-dear-platinum-member-if-you-would-like-access-club-lounge-3000-points.html?highlight=Platinum

And as any hotel chains, Starwood has some pretty bad properties:
http://www.flyertalk.com/forum/starwood-preferred-guest/972004-hall-shame-worst-spg-experiences-where-would-you-not-stay-again.html

By the way, I do not have to call anyone to get a suite at InterContinentals as Royal Ambassador. ;)

Let's discuss per each steps that Gregoire said would like to improve on 2 months ago:

The first move will be to increase the generosity of the programme by 35 per cent, from a current base of 2000 points per €40 spend.
Hmm..nothing happened yet. TBH, I was quite displeased when they eliminated Le Club voucher in AUD since it has better value than USD and EUR. Probably they would eliminate USD too since Le Club voucher in USD has better value than EUR. :p

Secondly the “fluidity” of the programme will be changed so that customers with a small number of points can acquire a voucher for rebates on hotel stays, instead of having to accumulate enough points for a free stay.
When I check it out last time (1 minute ago), the points required to be redeemed are still 2,000 pts. Nothing changed at all.

Thirdly Accor wants to make this a programme without constraints, so that all hotels are available to all loyalty members, all of the time. “That’s a very, very important asset” says Champetier.
I still don't get what his point. Does he intend to include all the current perk benefits to all of their properties (not limited to Sofitel, Pullman, and MGallery) or he might be implied to the A guaranteed room availability perk (currently for Gold & Platinum members - 5 days before arrival for Gold & 3 days before arrival for Plat); which now all loyalty members (regardless their status) could obtain room at any Accor hotels at all the time and without exceptions. :confused:

Lastly there will be improvements to the redemption system. Now members will be able to redeem points not just through traditional means such as free hotel stays but also rebates on rooms and hotel amenities. This will be facilitated online by creating a catalogue of things that can be redeemed apart from rooms, such as wine or meals in hotels, as well as retail partnerships.
Perhaps he might mean to the Novotel Store or Soboutique; but I still haven't seen any of Le Club redemption system to buy on those two shops. :td:

Come on Gregoire & Accor, it has been 2 months since your last statement on BT, and none of your moves have been implemented or should we wait for years ???

Come on Gregoire & Accor, it has been 2 months since your last statement on BT, and none of your moves have been implemented or should we wait for years ???

words...

If Accor would act as announced (more points, real elite recognition) I would switch some or more stays to them. The coverage for business stays is excellent in Europe, very nice hotels for holidays in France and other places. The iPhone app is horrible, the website so so (doesnt even remember my login data, not very easy to navigate and find what I need, missing some logic), the reward redemption and account administration system one must get used to (vouchers?). Maybe they should copy HH, PC, SPG.

Maybe they should copy HH, PC, SPG.

There are certainly things that could be learned from each of those programmes but I don't think that any one of them would be a perfect match for Accor's property portfolio.

Accor needs to stop promoting Le Club and making announcements (and giving away promotional elite status) until they've got an attractive and consistent programme ready to launch. Until then they're wasting one-time opportunities to expand the customer base: people sign up, get free status and stay at a couple of Accor hotels. If they pick the right hotels they might be impressed and return, but that won't have anything to do with this rather weird and broken "loyalty" programme.

It's funny, I actually went on a long trip, and stayed nearly completely at Accor hotels in Egypt for a month, and then, had a few complaints, and they gave me 15,000 points in compensation, which bumped me to platinum. And to be honest, the few times I have stayed in their hotels as "Platinum" I have noticed little difference, except for the CDG Pullman, where I get upgraded every single time, without fail. However, I still haven't found anything delightful about their program, and I really cannot stand the voucher system. I live in the UK, and if I just want to pop in a hotel for a night, I can't reserve a room with points, but I have to calculate whether the best exchange rate will be with euros or US dollars, and then, I need to order the correct amount and print them myself. They really need to adapt something a little more conventional in the redemption area, and then, they need to get all of their hotels in the program. I really don't appreciate that plenty of their "newly" acquired hotels are not eligible for Le Club. Their program just seems to need some more flattering options, and the staff need to be familiarised with the program. (One of my complaints during the Egypt trip, was that at all of the hotels I stayed at, only 1 time, was there an employee who knew how to put all of my information in successfully)

Accor needs to stop promoting Le Club and making announcements (and giving away promotional elite status) until they've got an attractive and consistent programme ready to launch. Until then they're wasting one-time opportunities to expand the customer base: people sign up, get free status and stay at a couple of Accor hotels. If they pick the right hotels they might be impressed and return, but that won't have anything to do with this rather weird and broken "loyalty" programme.

Well said ^

It's sad to see the accor system has so many flaws that could even beat their great value properties around the world.... things so simple like remembering login ID couldn't be done...

On the other hand, improving the system doesn't mean you need to give out numerous benefits that hurt your profit greatly. You can ignore the IHG code registering game, a simple but efficient rewarding system will do. At the very least, let the vouchers could be redeemed at any rate! This is so easy to implement!

Don't promise on things that you can't do, focus on what you could do. Stop giving out free plats. Don't let your managers be scared by the number or plats. Distinguish between real customers or one-time plat, give more than one-grade upgrade for people who are spending money and offer upgrade for them across all brands.

I've stayed at Accor 20+ nights this year and I feel that their property has great potential, their hotel staff are friendly. Still, your opponents can charge people the same price in their HI as your sofitel/pullman in some cities. Do you realize how it hurts your business?

Oddly enough a very similar article appeared in the September print issue of Business Traveller.

Rather tellingly the article finished by stating "As Business Traveller went to press, Accor could not confirm when the changes would occur."

Talking about changes and then not doing anything about it is just nonsense.:td:

Talking about changes and then not doing anything about it is just nonsense.:td:

We all expect some changes and improvement regarding the Le Club program.

Still you perfectly know that Accor, like most hotels chain, does not own most of properties. Which means that any change - which might affect RevPar -must be negociated with the owners of the properties.

Internet and breakfast for example are cash machines for hotels. And some properties would not necessarily be happy to lose these revenues to comply with new Platinum benefits.

Moreover, I don't think we should expect to much from Accor at Novotels/Mercure hotels which basically have no suite/no club lounge.

Not the same story at InterContinental hotels:http://www.flyertalk.com/forum/intercontinental-hotels-priority-club-inter-continental-ambassador/859490-royal-ambassador-why-intercontinental-hotels-so-generous-me.html

If only they could get the basics right, my points are never credited to my account, I really regret having started with ACCOR it must be the worst loyalty program ever. I constantly have to chase up my points that have not been credited. They really have no clue!

I've been an Accor Plat for a few years and see little value in it. I've done more than 250 nights over the last year in the US, Europe, Asia and Australasia and avoided staying at Accor properties except in smallish European centres where there is often a convenient ibis or Novotel near the train station. I only stay with Sofitel, MGallery or Pullman where there are no alternatives. They are not worth the trouble. Accor seems to go out of its way to insult its best customers. Checking in recently at the Pullman Auckland my Plat reward was choice of Club access or free internet. Given that they gouge their guests NZD 30 for just 300MBs of broadband I had to take the internet and the insult. I could do 100 Sofitel stays a year but this sort of cluelessness keeps me at the Sheraton, the St Regis and the Shangri-La.

With Accor there is no certainty for Platinums. You might get an upgrade or you might not. You might get Club access or you might not. It seems to depends on the type of room you book and other factors which take effort to figure out. The programme is a mess. Compare it with SPG, Shangri-la or other programmes which offer their elites guaranteed upgrade, guaranteed Club access, guaranteed free internet, free breakfast, consistent service and recognition and easy redemptions through the website. Unless they make it as good as SPG -- highly unlikely when you consider Accor's mess of properties -- it is goodbye Accor for me.

I only stay with Sofitel, MGallery or Pullman where there are no alternatives.
+1
I am very loyal to InterContinental hotels, because ICs are good hotels, located in major towns, and their Royal Ambassador program is simply unbeatable

With Accor there is no certainty for Platinums. You might get an upgrade or you might not. You might get Club access or you might not. It seems to depends on the type of room you book and other factors which take effort to figure out. The programme is a mess. Compare it with SPG, Shangri-la or other programmes which offer their elites guaranteed upgrade, guaranteed Club access, guaranteed free internet, free breakfast, consistent service and recognition and easy redemptions through the website.

I fully agree with that.

Today Accor's loyalty program is not designed to generate ...loyalty of its customers, and makes Accor only "no other choice possible" option.

Accor is quite new in the (serious) loyalty program activity (as it is quite new in the franchise business model). I do believe/hope that with the new management at the head of Accor, things will change soon.

Maybe it is time to retitle the thread to "Accor outlines Le Club loyalty improvements but does nothing about it ":(

Maybe it is time to retitle the thread to "Accor outlines Le Club loyalty improvements but does nothing about it ":(

I'll pay that one!!!

Welcome to FT, ShipAhoy!

I only stay with Sofitel, MGallery or Pullman where there are no alternatives.

You're not the only one, as we have read here a few times -- this ought to be really worrying for Accor. Great hotels, in many cases, that people tend to avoid because the loyalty programme is broken.

I am very loyal to InterContinental hotels, because ICs are good hotels, located in major towns

I've no argument with that, although there are also several ICs that are old, tired or not very generous to elites.

Imagine for a moment that IHG and Accor have identical (good) loyalty programmes and the same hotels they have today. I'm confident that on many occasions I'd prefer the Sofitel or MGallery over the IC.

Maybe it is time to retitle the thread to "Accor outlines Le Club loyalty improvements but does nothing about it ":(

Accor waiting for last member to leave Le Club so they can close for refurbishments

So I have my very first ACCOR brand stay coming up in about a week in Cuzco, Peru; it's a Novotel. I took the time to write an e-mail to the General Manager a couple of days ago, asking about loyalty member perks, etc. Still waiting for an answer. As part of this trip in totality, I also e-mailed the two other hotels I'll be staying at in South America, one Hilton and one IHG, both managers responded back within 12 hours...that's service. ^

So I have my very first ACCOR brand stay coming up in about a week in Cuzco, Peru; it's a Novotel. I took the time to write an e-mail to the General Manager a couple of days ago, asking about loyalty member perks, etc. Still waiting for an answer. As part of this trip in totality, I also e-mailed the two other hotels I'll be staying at in South America, one Hilton and one IHG, both managers responded back within 12 hours...that's service. ^

Well as member you should know what the perks at Novotel are: none! :(

Well as member you should know what the perks at Novotel are: none! :(

Oh I'm aware, but if you don't ask, you'll never receive, so it never hurts to ask :D

The other two properties included in this itinerary are on award stays with no perks clauses. However, both GM's were gracious enough to guarantee room upgrade if available, and went on to thank me for my loyalty membership.

Oh I'm aware, but if you don't ask, you'll never receive, so it never hurts to ask :D

very true :D

Imagine for a moment that IHG and Accor have identical (good) loyalty programmes and the same hotels they have today. I'm confident that on many occasions I'd prefer the Sofitel or MGallery over the IC.

Admittedly, Accor does have some nice properties staffed by good people. I'm not familiar with IC apart from the odd stay at the Crowne Plaza Changi, which is an excellent hotel. But you are correct that even where there is a nicer or better value Accor property one tends to pass it over in favour of the better loyalty programme. I recently had 10 nights in Manila and could have chosen the Sofitel over the overpriced Shangri-La Makati and saved myself in the region of USD 100 a night, but the guaranteed Club access, free reliable internet and breakfast won out over the Sofitel's pay broadband and the arbitrariness of the loyalty programme.

As a rule, I find the Starwood and Shangri-La properties to be as good as anything Accor can offer in most of the places I stay. SPG does offer its Plats some welcome points even at the lower-end Starwood brands like FourPoints and Aloft which don't have Clubs or have to offer full SPG programme perks. Ironically, it is the bare-bones but clean and consistently managed ibis hotels in out of way places in Europe that I value the most from Accor, but I doubt they make much money from me. They might get me for a night at the ibis Innsbruck but because of their broken loyalty programme they will never see me again at Sofitels in places like London, New York or Shanghai.

SPG for me is a great programme. It is consistent and managed professionally. It wins my loyalty. Accor can learn a lot from it.

Accor waiting for last member to leave Le Club so they can close for refurbishments.

When they reopen, they can find me down the road at the Sheraton.

When they reopen, they can find me down the road at the Sheraton.

...just around the corner from Hilton :D

I've no argument with that, although there are also several ICs that are old, tired or not very generous to elites.

Old and tired? A kind of cliché generally heard about IC, but not corresponding to my experience.

Properties are definitely not tired in Europe, Asia and Pacific. In Asia they are even the very best hotels in town (Hong Kong, Seoul, Tokyo, Singapore, Ho Chi Minh City, Beijing, Mumbai, etc.).

Most properties in the US are very good (NYC Times Square, San Francisco, Boston, Atlanta, Miami, Washington, Monterey...).

And now most South American properties in major cities have been renovated (Sao Paulo, Buenos Aires, etc.) or will be soon (Mexico City).

If you stay 60+ nights (what is required to be Accor Le Club Platinum), you may be Royal Ambassador with IC. Which means guaranteed great benefits.

Imagine for a moment that IHG and Accor have identical (good) loyalty programmes and the same hotels they have today. I'm confident that on many occasions I'd prefer the Sofitel or MGallery over the IC.



I like Sofitels for food and quality of service.
I am not such a big fan for design, and you get club lounge/pool only in most recent properties (in Asia/Pacific).

In a city where there is an IC and a Sofitel, IC is generally better (the only exception would be Buenos Aires, Hanoi and maybe Los Angeles).

Those are very useful notes and comparisons from one of the board's most travelled experts -- thanks, nicolas75!

[IC] Properties are definitely not tired in Europe, Asia and Pacific.

I was probably being unfair based on my first-ever IC stay, which was in a hideous room at the IC Chicago a couple of years ago (http://www.flyertalk.com/forum/11459452-post1156.html) (before I first purchased Ambassador). Austin, just a year or so ago, was also rather dark and depressing.

But now it's time to go back to discussing the exciting changes coming to Le Club any day now... ;)

But now it's time to go back to discussing the exciting changes coming to Le Club any day now... ;)

:D

What I find strange is that even at the lower levels this program disappoints. I don't stay frequently at HHonors hotels anymore, but for every stay I get some minimally useful HH points and/or some miles with my airline of choice. Likewise, if I didn't use Priority Club very often, I would at least have the option to get some miles (a very small amount, to be fair) for my stays (in the case of PC, I always prefer points, but the other option is available). Even Choice Hotels and BW offer a few token miles for infrequent stayers. With Accor, there are much higher thresholds before you can make any use of their points, either for a voucher or to exchange for miles/points into very few mileage programs. So they're not encouraging frequent stayers by not offering reliable benefits, and similarly, they're not trying to entice infrequent stayers (who could then increase their stay pattern if they liked the product and the program) by giving anything even remotely valuable. The only motivation for me to book an Accor hotel is price, and they recently have had some decent promos in this respect. But there's nothing in this program that I find appealing.

What I find strange is that even at the lower levels this program disappoints. I don't stay frequently at HHonors hotels anymore, but for every stay I get some minimally useful HH points and/or some miles with my airline of choice. Likewise, if I didn't use Priority Club very often, I would at least have the option to get some miles (a very small amount, to be fair) for my stays (in the case of PC, I always prefer points, but the other option is available). Even Choice Hotels and BW offer a few token miles for infrequent stayers. With Accor, there are much higher thresholds before you can make any use of their points, either for a voucher or to exchange for miles/points into very few mileage programs. So they're not encouraging frequent stayers by not offering reliable benefits, and similarly, they're not trying to entice infrequent stayers (who could then increase their stay pattern if they liked the product and the program) by giving anything even remotely valuable. The only motivation for me to book an Accor hotel is price, and they recently have had some decent promos in this respect. But there's nothing in this program that I find appealing.

^ ^ +1

There are certainly things that could be learned from each of those programmes but I don't think that any one of them would be a perfect match for Accor's property portfolio.

Accor needs to stop promoting Le Club and making announcements (and giving away promotional elite status) until they've got an attractive and consistent programme ready to launch. Until then they're wasting one-time opportunities to expand the customer base: people sign up, get free status and stay at a couple of Accor hotels. If they pick the right hotels they might be impressed and return, but that won't have anything to do with this rather weird and broken "loyalty" programme.

Absolutely IMH.

They have (in my opinion) devalued their 'loyalty' programme by offering instant Platinum status to customers of certain partner brands - many people pay thousands of pounds to attain that level through genuine loyalty and being offered this status for free by virtue of holding a relevant credit card is just plain wrong.

Le Club Accor (what a mouthful - who rebranded it with that title?) is indeed a broken programme where inconsistency and poor customer services is the norm - which is a pity because I like the Accor properties and are - sorry - were - my preferred choice of accommodation.

I will change my loyalty to a brand where one does not have to feel like Oliver Twist asking the Master for more gruel when checking in and having to request an upgrade.

This hideous ordeal can be embarrassing for the guest who is asking and very likely for the person having to decline the request!

It shouldn't be that way!

They have (in my opinion) devalued their 'loyalty' programme by offering instant Platinum status to customers of certain partner brands

There are arguments for, as well as against, giving away status. Yes, it can upset people who've earned status "the hard way" -- but used intelligently it can still make good commercial sense. For example, Hilton gave me Gold a few years ago and has done rather well out of it. And, with just one exception, whenever I've been status matched by an airline I have also gone on to qualify in the normal way.

What makes no sense at all is giving away status and then disappointing the new punters you've just lured in, which is what Accor has repeatedly done in recent years.

With their own impressive expansion and e.g. Hilton losing prestigious properties in Paris and Brussels, Accor has great opportunities to build customer loyalty. They're letting those opportunities slip away on a daily basis.

There are arguments for, as well as against, giving away status. Yes, it can upset people who've earned status "the hard way" -- but used intelligently it can still make good commercial sense. For example, Hilton gave me Gold a few years ago and has done rather well out of it. And, with just one exception, whenever I've been status matched by an airline I have also gone on to qualify in the normal way.

What makes no sense at all is giving away status and then disappointing the new punters you've just lured in, which is what Accor has repeatedly done in recent years.

With their own impressive expansion and e.g. Hilton losing prestigious properties in Paris and Brussels, Accor has great opportunities to build customer loyalty. They're letting those opportunities slip away on a daily basis.

A status match is one thing, offering a challenge (what Hilton does nowadays) is ok too, but making it blatantly easy to obtain status through supposedly proprietary sign ups is quite another.

What I object to is everybody and their dog signing up for "free" Platinum and then competing for perks at check in (which we have to beg for anyway). It devalues the programme and it devalues loyal customers.

Accor appears to put very little thought into the programme. We are now in October and none of the suggested "improvements" have materialised. It really beggars belief.

A status match is one thing, offering a challenge (what Hilton does nowadays) is ok too, but making it blatantly easy to obtain status through supposedly proprietary sign ups is quite another.

As I said (emphasis added): used intelligently it can make good commercial sense... ;)

Accor appears to put very little thought into the programme.

Alternatively, they're putting a very great deal of very deep thought into it and in just a few years' time we'll get a 700+-page treatise that most of us will either misunderstand or not understand at all (http://fr.wikipedia.org/wiki/L%27%C3%8Atre_et_le_N%C3%A9ant).

We are now in October and none of the suggested "improvements" have materialised. It really beggars belief.

It really is quite amazing, isn't it? Come on Accor!

Alternatively, they're putting a very great deal of very deep thought into it and in just a few years' time we'll get a 700+-page treatise that most of us will either misunderstand or not understand at all (http://fr.wikipedia.org/wiki/L%27%C3%8Atre_et_le_N%C3%A9ant).


I will need more than one drinks voucher for this :D

It really is quite amazing, isn't it? Come on Accor!

Paging Accor Concerige ..@:-)

It devalues the programme and it devalues loyal customers. When the value is poor to start with, having it a little poorer does not make much difference, imo. Complaining that an extra guest to the party means you will have to share a crumb begs the question of whether you should have bothered about the party in the first place.

Why it seems to me nonsensical is for another reason: matching makes sense if you use it to attract customers to show them that it is something valuable that they should endeavour to have. So, you give it free the first time round, in the expectation that people will renew it normally.
However, if what you have to offer is poor, why bother matching? If anything, you stand to lose more than gain as you put off people by the poor offering.

Paging Accor Concerige ..@:-)

^ yes indeed, the peasants are at Accor's door and demand answers! :D

Having retired last year and then taking a trip to Europe, I have reached Silver status and 3,385pts. I am planning a big RTW trip in 2013 which would see me looking for 90 nights accom. across NZ, US, then France, Switzerland, Austria, and Germany.

I am wondering if I should hang in there with LCA in the hope their scheme improves.
As someone who likes to book early and prepay, I would like a simple online redemption system where I am presented with the option of using points when I book - how hard can that be? As an Aussie who could stay in AUS, NZ, Asia, UK/Europe, and USA, vouchers in USD or EUR are pretty crappy, and I can't see much value in other partner offers to redeem points - I want to get to the point where my loyalty is conveniently rewarded with free nights!

If anyone relates to my needs, and can recommend a better loyalty program, I would appreciate any suggestions. I can be found anywhere between Sofitel and Ibis based on wants & needs during my travels, but probably more often Ibis/Novotel level.

Thanks.

Welcome to FlyerTalk and the Accor forum Jaunt411 :)

Welcome to FlyerTalk and the Accor forum Jaunt411 :)

+1 ..

If anyone relates to my needs, and can recommend a better loyalty program, I would appreciate any suggestions. I can be found anywhere between Sofitel and Ibis based on wants & needs during my travels, but probably more often Ibis/Novotel level.

Thanks.

Most hotel loyalty programs have their pros / cons.. It would be a good idea to surf through the various hotel loyalty program forums here for very comprehensive info..
I personally like Priority Club ( IHG) -- easy to earn points - very low status privileges, Marriot Rewards ( very decent program IMHO) and also Hyatt..
My stays are mostly in my corporate approved hotels and the above hotels are the most common ones in the approved list..
FWIW, I have found Le Club to be the poorest among these and I hv nearly completed using my whole over 60000 points earned over staying nearly 1 year in an adagio service apartment in Europe ..Once I complete that, will avoid Accor properties unless I hv no other choice..

Having retired last year and then taking a trip to Europe, I have reached Silver status and 3,385pts. I am planning a big RTW trip in 2013 which would see me looking for 90 nights accom. across NZ, US, then France, Switzerland, Austria, and Germany.

I am wondering if I should hang in there with LCA in the hope their scheme improves.
As someone who likes to book early and prepay, I would like a simple online redemption system where I am presented with the option of using points when I book - how hard can that be? As an Aussie who could stay in AUS, NZ, Asia, UK/Europe, and USA, vouchers in USD or EUR are pretty crappy, and I can't see much value in other partner offers to redeem points - I want to get to the point where my loyalty is conveniently rewarded with free nights!

If anyone relates to my needs, and can recommend a better loyalty program, I would appreciate any suggestions. I can be found anywhere between Sofitel and Ibis based on wants & needs during my travels, but probably more often Ibis/Novotel level.

Thanks.

It depends of what you are looking for.
If you are just interested by free nights, and don't care or don't think you will reach any Elite status, maybe you can look at a program like 10 nights paid = 1 free night like Welcome Reward which can be used no matter the hotel...
Otherwise, for status, you should compare IAH, Mariott, Hyatt and Starwood, keeping in mind that they generally just have expensive properties in Australia and nothing at all in NZ

Thanks for the welcomes and suggestions.
I think Welcome Rewards might do me nicely - especially not being tied to one chain.
A 10% reward seems reasonable to me.

So, unless some exciting LCA news comes along before I'm ready to book my trip, I think I might dump my LCA points into KrisFlyer and abandon it.

Thanks.

I have often correspond to one of the Novotel GM in Indonesia and I try to raise issue regarding to the elite membership benefits. I told him that if the elite membership benefits could be implemented also in Novotel and Mercure; free breakfast, welcoming gift, and other things that could make their loyalty appreciated. He told me that he would pass it to someone that is superior than him. Just got reply from the regional office in Asia regarding to elite membership issue in Accor. Perhaps you might want to take a look:

This has been one of the operational challenges we face since the inception of the program, for the simple fact that our properties were all built, or came under Accor management at different times, and thus some properties are still being updated to reflect the brand standards. This is complicated by the various different types of room configuration of different properties of the same brand across the countries. It does make standardization of even the simplest of benefit a bit of a herculean task as operating resources and costs also vary across different countries.

That said, we do recognize the need for Gold & Platinum members to feel well recognized and cherished wherever they stay no matter which brand amongst the Accor portfolio they chose to stay with. That’s why since the beginning of 2011, we’ve embarked on an ambitious project which will see our systems and databases being better integrated and customer intelligence being better utilized to help us understand the needs of our members, in order that we might provide more relevant and timely information on our websites and emails.

Linked to this project is a thorough review of the various levels of benefits, and looking at matching of tangible and intangible benefits to the elite tier members that can be tailored to the cultural, and operational specificities of upscale brands in various countries. This particular aspect is still being finalized, and hopefully we will be able to share this with members in the coming months.

Hopefully there will be something big in coming months :)

I stayed in Novotel property in Hua Hin Cha-am last weekend.. Being a platinum, I asked whether an upgrade was possible and they upgraded two rooms which I had booked from the standard to the deluxe .. Also allowed a late checkout till 3pm ^
And this was my last trip which I had planned to use all my Le Club points .. hv 0 points and vouchers now ^;)

Jaunt411

I suggest that you join Hilton Honors. Apply for one of their credit cards that give you Gold status which will give you free breakfast, free wi-fi and room upgrades including possible upgrade to executive floors and lounge access. During your 2013 tour you would probably make Diamond level, which would guarantee you lounge access. The points are generous (10 per $1) and, combined with the points from your credit card, you would have plenty of points for free nights.

Five months later, what has happened?

Tens (if not hundreds) of thousands of people have read blog posts telling them how to get free Platinum status. Hundreds, possibly thousands, have probably done so. Accor will have spent non-trivial amounts of money setting up their accounts and mailing out cards.

Hundreds of thousands of people have heard or read about the recent "Discovery Tour" promotion. It's fair to guess that tens of thousands will have participated, leading Accor to generate a flood of $60 vouchers and transfer blocks of up to 5,000 Avios for a vast number of blog readers (as well as, in some cases, their friends, family and pets).

Very few of those new prospects are likely to become loyal to Accor. Many of the new accounts will never see any activity beyond "Discovery Tour" points being credited and transferred out. Meanwhile, long(-er) standing members are losing patience...

Do people inside Accor talk to one another? Did someone in management decide that a major Facebook promotion made sense before the promised improvements to LeClub, or was it just an accident? :confused:

Five months later, what has happened?

Tens (if not hundreds) of thousands of people have read blog posts telling them how to get free Platinum status. Hundreds, possibly thousands, have probably done so. Accor will have spent non-trivial amounts of money setting up their accounts and mailing out cards.

Hundreds of thousands of people have heard or read about the recent "Discovery Tour" promotion. It's fair to guess that tens of thousands will have participated, leading Accor to generate a flood of $60 vouchers and transfer blocks of up to 5,000 Avios for a vast number of blog readers (as well as, in some cases, their friends, family and pets).

Very few of those new prospects are likely to become loyal to Accor. Many of the new accounts will never see any activity beyond "Discovery Tour" points being credited and transferred out. Meanwhile, long(-er) standing members are losing patience...

Do people inside Accor talk to one another? Did someone in management decide that a major Facebook promotion made sense before the promised improvements to LeClub, or was it just an accident? :confused:

I agree with all of the above.

Accor may have increased their Le Club membership but I just wonder how many of those who have received instant Platinum status will actually stay at an Accor property - or at least use them frequently.

The instant Platinum 'offer' only devalues the programme in my opinion, however, I can appreciate that it is intended in part to encourage those in other programmes to swap loyalty.

However, I suspect that many will suggest that as Le Club Accor is arguably one of the worst (if not THE worst) hotel loyalty programme, it may take more than instant status to encourage those in a better loyalty scheme to jump ship.

There needs to be consistent benefits throughout Accor properties and a simpler redemption facilty just to start making Le Club Accor fit for purpose.

You are absolutely 100% right.
All my family and friends signed up and won the 2k points
Its almost suficient for a free ibis stay or even better transfer them to iberia.
Nobody from my fam. stays or will stay with accor for as you said the lack of benefists,where are the benefists?not even for all the hard earned platinum members there are benefits.
Instead of improving the program they are making thousands of new members instentaly to platinum.
Why they are issung vouchers like 30 years before for beeing able to use your points?its just incredible how bad is this program managed.

Five months later, what has happened?

Tens (if not hundreds) of thousands of people have read blog posts telling them how to get free Platinum status. Hundreds, possibly thousands, have probably done so. Accor will have spent non-trivial amounts of money setting up their accounts and mailing out cards.

Hundreds of thousands of people have heard or read about the recent "Discovery Tour" promotion. It's fair to guess that tens of thousands will have participated, leading Accor to generate a flood of $60 vouchers and transfer blocks of up to 5,000 Avios for a vast number of blog readers (as well as, in some cases, their friends, family and pets).

Very few of those new prospects are likely to become loyal to Accor. Many of the new accounts will never see any activity beyond "Discovery Tour" points being credited and transferred out. Meanwhile, long(-er) standing members are losing patience...

Do people inside Accor talk to one another? Did someone in management decide that a major Facebook promotion made sense before the promised improvements to LeClub, or was it just an accident? :confused:

Cannot agree with you more!

I stay in Accor hotels fairly reguarly, mainly Ibis, Novotel and Mercure, this time last year i hadn't joined the programme at all and i'm currently 20 nights from making platinum, i'm at university away from home and reguarly stay at Ibis because its the cheapest option for me within walking distance where i can benefit from a loyalty programme

Ok compared to other hotel loyalty programmes its not always consistent and you generally have to stay at the best of Accor's brands to get the most worthwhile benefits but more recently i've felt more valued staying at Ibis's than from my first experience of staying in a Sofitel, e.g in London i got drinks vouchers at an Ibis and last night in Leicester i got 10% off my bar bill (which i appreciated more than a few extra points)

Well I must be the exception then :p

Retired and living two hours drive from Pullman Khon Kaen, Thailand; I began using this very nice property a few years ago as a getaway from the growing rice fields where the sun shines 30C+ every day and nothing happens.

I discovered Accor's hotel program late last year.
I visit Europe twice/year and Accor in mind stayed at a nice Mercure golf court place in Luxemburg. I made it rapidly to silver and found a way here to get platinum. I also travel to Bangkok twice/year and change often hotels.
Thus last time booked into the Pullman King Power, got upgraded, returned to P KK booked junior suite and got upgraded to executive suite.

Just returned from an other P KK getaway yesterday, have one more booked for January 2013 and P King Power for Februari 2013.

Took a week off to Phuket last September, hesitated for a Patong Accor property but refrained and stayed at preferred Karon Beach.

I will travel to Loei province in December, no Accor anywhere there, but in Europe in April, high chance I will stay in some other Accor property, maybe stop at the Mercure Kikuoka golf resort.

Thus because Pullman Khon Kaen is the best hotel 300kms around my house in the rice field I do enjoy platinum advantages.

BTW, the buffet at the P KK beats anything in the region, forget all Udon Thani restaurants, other towns in Issaan region are not worth mentioning hotel- and food wise.

I might well buy 50 or more Accor parts to remain platinum, 60 nights/year is above my hotel target.

I've been happy with the actual Accor hotels I have stayed at but the loyalty program is very discouraging for a leisure traveler.

1. Points expire after 1 year. Some people can't afford to travel every year or they may go somewhere that doesn't have Accor.

2. Can't use vouchers for advance rates which basically devalues them by 20-25%.

3. Vouchers only valid 6 months, why not give us a year at least?

4. Limited partners. No credit cards, E-Rewards, Netflix, or other ways to earn points in every day life.

I've been happy with the actual Accor hotels I have stayed at but the loyalty program is very discouraging for a leisure traveler.

1. Points expire after 1 year. Some people can't afford to travel every year or they may go somewhere that doesn't have Accor.

2. Can't use vouchers for advance rates which basically devalues them by 20-25%.

3. Vouchers only valid 6 months, why not give us a year at least?

4. Limited partners. No credit cards, E-Rewards, Netflix, or other ways to earn points in every day life.

+1

If only this program were a bit more usable (e.g., e-vouchers applicable to all rates, easy point transfer to FF programs), the hotels themselves (the ones I've been to, anyway) seem fine. I like the wide range of properties, from budget to deluxe, and the frequent sales are very appealing. A bit more polishing on Le Club and it could really shine...

The thread is ten months old now, and I haven't seen much change.

A bit more polishing on Le Club and it could really shine...

I'd say what's called for is more a "total rethink" than just "polishing", but you're right that it could result in a very attractive programme.

The thread is ten months old now, and I haven't seen much change.

It's 'only' been five months. Don't make things sound (even) worse than they are. ;)

I've been happy with the actual Accor hotels I have stayed at but the loyalty program is very discouraging for a leisure traveler.

1. Points expire after 1 year. Some people can't afford to travel every year or they may go somewhere that doesn't have Accor.

2. Can't use vouchers for advance rates which basically devalues them by 20-25%.

3. Vouchers only valid 6 months, why not give us a year at least?

4. Limited partners. No credit cards, E-Rewards, Netflix, or other ways to earn points in every day life.

+1

5. No upgrades for Platinums out of Sofitel, Pullman, M Gallery hotels (and generally very poor upgrade policy at these hotels)

6. No Platinum elite status for the most loyal customers, with extra benefits (as InterContinental's Royal Ambassador)

7. No access at club lounge for Platinums where available

8. No free internet at all properties for Platinum members , no free breakfast

It's 'only' been five months. Don't make things sound (even) worse than they are. ;)

Oops - You're right. I read the first post as Jan rather that Jun when I had a look :o

1. Points expire after 1 year. Some people can't afford to travel every year or they may go somewhere that doesn't have Accor.
I follow you up to a certain point. If you are not staying even a night a year, why do you care to be a member of a loyalty program ?

+1

5. No upgrades for Platinums out of Sofitel, Pullman, M Gallery hotels (and generally very poor upgrade policy at these hotels)

6. No Platinum elite status for the most loyal customers, with extra benefits (as InterContinental's Royal Ambassador)

7. No access at club lounge for Platinums where available

8. No free internet at all properties for Platinum members , no free breakfastAccor has two programs - Le Club which is just a marketing effort, and Advantage Plus where you express your loyalty by paying an annual fee.

It doesn't make sense to ask for "benefits" for Gold/Platinum status. The status is an just a marketing indicator for Accor, to rank you as a possible purchaser and get you in line for the marketing spam. Accor is very happy to assign Gold and Platinum status to new customers for all sorts of reasons, it's free.

To get equivalent benefits to, say, Hhonors Gold you must pay the fee for Advantage-Plus. Then you'll get free/discounted breakfast and other special offers. And as long as people are paying money for these benefits, the same can never be offered to the freeloaders in Le Club

Having just had a look at the discounts offered when holding the Accor Favourite Guest Business Card, they are the same as i've been offered as a Le Club Accor Gold when staying at Ibis (brand reguarly stayed in) I don't travel for business and after i graduate i'm be hard pressed to say i'd make gold again! (let alone plat!)

Accor has two programs - Le Club which is just a marketing effort, and Advantage Plus where you express your loyalty by paying an annual fee.

It doesn't make sense to ask for "benefits" for Gold/Platinum status.

That would be a massive innovation by Accor: the first loyalty program which simply does not reward loyalty...

And it is clearly not what is stated here: http://www.accorhotels.com/gb/leclub/index.shtml

That would be a massive innovation by Accor: the first loyalty program which simply does not reward loyalty...So-called loyalty programmes never reward loyalty as such. They might reward spend, they might rewards frequency of visits, etc... but they certainly do not reward loyalty per se.

Having just had a look at the discounts offered when holding the Accor Favourite Guest Business Card, they are the same as i've been offered as a Le Club Accor Gold when staying at Ibis (brand reguarly stayed in) I don't travel for business and after i graduate i'm be hard pressed to say i'd make gold again! (let alone plat!)

I am both Accor Favourite Guest Gold, which costs £140 a year,

and Leclub Accorhetels Platinum.

The former gives reasonable discounts - usually 15% - on stays in Sofitel, Pullman and MGallery, Mercure and Novotel and Ibis, and the points provide an additional effective discount of 6% ish if sued for vouchers (or whatever avios points they can be swapped for).

It also provides a voucher for a free drink for each occupant of the room, which is worth say £3 - £4 each.

And pretty good upgrades in Sofitel and Pullman, and usually in Novotel as well. Mercure and M Gallery, not so often. At IBIS, I have had drink vouchers and free breakfast, which is pretty useful.

I reckon that the card paid for itself in the first seven stays this year, so not that bad a deal.

The LeClub card provides an effective discount of up to 8% in vouchers or various avios, and I think drink vouchers in Sofitel, Pullman and MGallery. Also upgrades in those, but I get the feeling that upgrades are not offered so readily for LeClub members.

In my view, both programs are pretty good, but the Favourite Guest card can be very worthwhile, particularly where most stays are in Novotel or Ibis.

Comparing with Hilton and Starwood, I think they outclass the LeClub programme, but that the Favourite Guest programme offers the best overall value, provided you use accor hotels enough to cover the cost of the card.

Would be interested in hearing others experiences.

I was just about to start such a thread:

I noticed that the Accor voucher can only be used at the hotel check out, does that mean it can only be used on non-prepaid fully-refundable rates? Most of the times there are prepaid rates available but does it mean I cannot book them and I'm forced to book the more expensive non-prepaid rate if I want to use the voucher?

Then I found my answer here (sighs...), for which I thank my fellow FTer's.

So-called loyalty programmes never reward loyalty as such. They might reward spend, they might rewards frequency of visits, etc... but they certainly do not reward loyalty per se.

What do you mean by "loyalty per se", NickB?

"Loyalty" is an euphemism for choosing one brand this or that many times, that is why on virtually every reward program there are thresholds.

It has nothing to do with being "faithful" or "loyal" to one brand or another, that's why, in the airlines world (that started it), the name is "frequent flyer".
A client isn't less loyal to a given brand if he has elite status in more than one rewards scheme.

I am both Accor Favourite Guest Gold, which costs £140 a year,

and Leclub Accorhetels Platinum.

The former gives reasonable discounts - usually 15% - on stays in Sofitel, Pullman and MGallery, Mercure and Novotel and Ibis, and the points provide an additional effective discount of 6% ish if sued for vouchers (or whatever avios points they can be swapped for).

It also provides a voucher for a free drink for each occupant of the room, which is worth say £3 - £4 each.

And pretty good upgrades in Sofitel and Pullman, and usually in Novotel as well. Mercure and M Gallery, not so often. At IBIS, I have had drink vouchers and free breakfast, which is pretty useful.

I reckon that the card paid for itself in the first seven stays this year, so not that bad a deal.

The LeClub card provides an effective discount of up to 8% in vouchers or various avios, and I think drink vouchers in Sofitel, Pullman and MGallery. Also upgrades in those, but I get the feeling that upgrades are not offered so readily for LeClub members.

In my view, both programs are pretty good, but the Favourite Guest card can be very worthwhile, particularly where most stays are in Novotel or Ibis.

Comparing with Hilton and Starwood, I think they outclass the LeClub programme, but that the Favourite Guest programme offers the best overall value, provided you use accor hotels enough to cover the cost of the card.

Would be interested in hearing others experiences.

I am both a Priority Club member (free) and Ambassador (USD 200 per year).

Priority Club offers upgrades when available (high floor, executive rooms, club access). I have been upgraded for ALL my previous stays at Holiday Inn, Crowne Plaza and Indigo hotels I stayed at this year (and nearly none at Accor ones). Even Holiday Inns have executive rooms and some club rooms.

Ambassador membership offers guaranteed upgrades, one week-end night free coupon for one paid, late check-out, free internet, free on demand film at InterContinental hotels. Not quite sure the Favourite Guest card gives such benefits.

As a loyal customer, I have been Royal Ambassador for 6 years now. Which means even more benefits: free membership, free upgrades guaranteed, free minibar, room available at 8 am at InterContinental hotels.

Guess why I choose IHG over Accor anytime it is possible...

What do you mean by "loyalty per se", NickB?

"Loyalty" is an euphemism for choosing one brand this or that many times, that is why on virtually every reward program there are thresholds.

It has nothing to do with being "faithful" or "loyal" to one brand or another, that's why, in the airlines world (that started it), the name is "frequent flyer".
A client isn't less loyal to a given brand if he has elite status in more than one rewards scheme.
Example;

a) customer A only stays at a hotel 5 nights a year but when he does, he always stay with chain X and has done for the past 50 years.

b) customer B stays in hotels 250 nights a year. 30 of these will be with hotel chain X but the rest will be in a variety of hotels, including 100 nights in hotel chain Y.

There is no doubt that customer A is infinitely more loyal to chain X than customer B. Yet, chain X will value customer B far more than customer A and will reward customer B more than customer A.

Loyalty is a misnomer. It is not loyalty per se that FFPs and FSPs reward.

Now, of course, we can always indulge in newspeak and say that "loyalty" has nothing to do with being "loyal". But that is a bit like saying "You can have a complimentary night in return for a contribution of €250". In my language, a complimentary night which requires a payment from the customer is a misnomer (more precisely: I would say an oxymoron). The same is true of definitions of loyalty which are premised on having zero relationship with being loyal.

It is not a euphemism. It is pure newspeak.

So, here we are in 2013... Happy New Year.

Will the New Year bring the LeCA improvements announced way back in June 2012?

Over on BT (http://www.businesstraveller.com/news/accor-outlines-le-club-loyalty-improvements):


I reserve my judgement when I see the exact details.


Accor hotels? Loyalty program? Baaahhhh, I held long enough their useless membership card in the highest tier. I am completely out now and won't come back. There were never incentives and they won't be real incentives. Accor hotel? - Not for me.

With their shoddy website and flaky account access, I'm considering switching to a new loyalty program for 2013. But first I need to redeem all my points. If only I could access my account! :mad:

With their shoddy website and flaky account access, I'm considering switching to a new loyalty program for 2013. But first I need to redeem all my points. If only I could access my account! :mad:

Why do you think it does not work ;)