Dis-Loyalty by Ennismore
Aug 6, 2023, 4:02 am
#46
Join Date: May 2020
Location: YUL
Programs: A3 *G, QR Plat, Accor ALL Diamond, Marriott Gold, Hilton Gold
Posts: 130
Why calling it a pricing scam ?
BFAR is the reference rate (which is a dynamic flexible rate based on RACK).
Ennismore chose to launch a standalone program and it is indeed relevant for Accor not to be added up to All otherwise discount will be combined to point earning all year around. Accor is already launching promotions only when needed. At some point, the business has to be profitable otherwise hotels would revolt against the group as their P&L will be strongly affected.
This program is not offering points but just discounts, therefore, loyalty is not involved here as per its name.
BFAR is the reference rate (which is a dynamic flexible rate based on RACK).
Ennismore chose to launch a standalone program and it is indeed relevant for Accor not to be added up to All otherwise discount will be combined to point earning all year around. Accor is already launching promotions only when needed. At some point, the business has to be profitable otherwise hotels would revolt against the group as their P&L will be strongly affected.
This program is not offering points but just discounts, therefore, loyalty is not involved here as per its name.
Of course there is a loyalty aspect in the non-traditional sense that Accor/Ennismore expects people that pay for a hotel subscription to prioritize the participating hotels in the future and thus generate more revenue for the group. I think you've mentioned in the past how according to research even Accor ALL non-paying members visit Accor hotels more often than non-members so imagine if you're paying for a subscription too. You would try to maximize the benefits of what you're paying for.
What I'm saying is that the 50% discount that is advertised is misleading, because there are cheaper rates to take advantage of without paying for a subscription. You need to read the fine print to realize that the advertised discount you are promised as the highlight of the program is only applicable on their most expensive rates. Similar to the Best Price Guarantee, where the restrictions and fine print are so complicated that it's almost impossible to take advantage of.
In contrast, the discount of ALL Voyageur for example is not misleading as it applies to most if not all published rates.
Aug 20, 2023, 11:15 am
#50
Original Poster
Join Date: Jul 2022
Posts: 22
Not planning any trips in the near future do not getting the membership yet
Aug 20, 2023, 1:53 pm
#51
Join Date: Sep 2020
Posts: 192
