French hotel giant Accor’s loyalty program ALL, or Accor Live Limitless, has reached its 100-millionth member, making it the fifth hotel firm to reach the milestone and first non-U.S. company to cross the line.
In a news release, Accor said its program provides members “access to [more than] 5,600 hotels and resorts, 45 hotel brands from economy to luxury and more than 7,700” experiences. ALL began in 2019, and in the following years, Accor saw membership thrive, with the program adding 11 million new members in 2024.
Marriott International has the global hotel industry’s largest loyalty program, Bonvoy, with approximately 203 million members.
Both companies operated loyalty programs before the creation of ALL and Bonvoy in 2019.
As of June 2024, the largest seven hotel-loyalty programs by member count, from highest to lowest, were: Marriott with 203 million; Hilton with 190 million members; IHG Hotels & Resorts at 130 million; Wyndham Hotels & Resorts with 108 million; Accor at 89 million; Choice Hotels & Resorts with 65 million; and Hyatt Hotel Corp. with 46 million.
Alix Boulnois, Accor’s chief business, digital and technology officer, said “[Accor is] immensely proud to be celebrating this milestone. … ALL is at the heart of our augmented hospitality strategy, delivering incremental growth for our hotel owners and our group.”
Accor has more than 40 hotels brands, including Raffles, Novotel, MGallery, Mercure and Ibis.