Accor Live Limitless Diamond : stingy by nature

We thought that it was not really possible to be worse than Accor in terms of loyalty program.

Not only is the Accor Live Limiteless program still not really up and running nearly a year after it was announced, but Accor has just emailed its most loyal members about the benefits of its Diamond status, supposedly its new highest status.

The benefits of Diamond status

One would have thought that the chain would have addressed the problems with its current program, such as guaranteed benefits or upgrades to the best rooms and suites.

Nothing: the benefits granted are very, very slim:

Breakfast is offered for the occupants of the room, but only on weekends,
Being able to offer a Gold status to someone.

And… That’s all. Yes, that’s all. This status, which is supposed to be exclusive since it is attainable only through the earning of points and not through qualifying nights, provides very, very disappointing benefits. Not only is there nothing innovative (but that’s okay), but the chain seems not to have benchmarked the competition (perhaps) or given in to recalcitrant franchisees/operators (surely).

Positioning of the competition

The major global hotel chains have rather attractive loyalty programs.

Both Hilton and Marriott offer complimentary breakfast every day across most of their brand portfolio. And even at lower statuses (Gold at Hilton, Platinum at Marriott).

At Hilton, breakfast is free with Gold status

Why not offer breakfast every day? This is undoubtedly one of the least expensive benefits for the hotelier (between 1€ and 5€ of cost) and is really tangible.

The offered status? Available at Marriott from 50 and 75 nights (Silver iso. Gold).

At Marriott, breakfast is free with Platinum status

And above all, many benefits at the highest status: early check in and late check out guaranteed, concierge services… Everything is done to make these ultra-difficult to achieve statuses attractive. And almost guaranteed upgrade to a suite…

Bottom line

This new, ridiculous status shows how Accor has not understood anything: ridiculously low profits, and above all no reinforcement of the rules of the program with the existing hoteliers, too powerful to be managed.