Yeah, I think purchasing shares for CdA membership is just not worth it anymore. One should factor in the transaction costs (i.e., cost associated with buying and selling these shares) as well as the opportunity cost (i.e., in expectation, you're unnecessarily losing money or accepting additional risk by holding Accor shares as opposed to a fully-diversified portfolio).
You can buy Gold status for EUR 90 (ibis business card). It'd painless and decent value IMO.