Accor has revealed that the Accor Live Limitless (ALL) loyalty program has hit 100 million members. That’s a lot of members. In reaching the milestone, it joins a small group of programs that have over 100 million members.
The milestone was reached 5 years after its launch, when it converted from Le Club Accor Hotels. At that time, it had around 50 million members, so it has doubled its membership in those 5 years.
ALL provides its members exclusive access to hotel rooms at the best price, unique experiences, and an all-in-one booking platform. Behind it all is a mission to boost traffic and revenue for its hotel owners, while giving members
Growth in Five Years
Accor has provided some statistics on the growth of the program, from the perspective of the members
- On average, ALL members spend more than twice as much as non-members
- ALL members are active and loyal travelers, with one out of 3 room nights booked by a member of ALL.
- ALL membership doubled in five years. In 2024, membership of the program grew by 11 million.
- The amount of business volume generated through the ALL app increased by 45% (compared to 2023)
- There have been 7,700 Limitless Experiences packages sold worldwide. These experiences include local cultural experiences to premier sports and music events at venues such as the Accor Arena in Paris and Accor Stadium in Sydney.
A 2025 survey of more than 5 300 members shows significant love and appreciation for the program and subsequently the hotel brands. Recent data shows a high brand love of 7,8 /10.
More Than a Loyalty Program – A Global Experience Platform
At its launch, Accor touted ALL as an experience platform. In addition to the previously mentioned Limitless Experience, Accor has over 100 partners in travel, finance, shopping and so on. Furthermore, in 2025, Accor expects to add a further 15 new partnerships into its portfolio.
In making the announcement of achieving 100 Million members, Alix Boulnois, Chief Business, Digital & Tech Officer Accor, commented:
We are immensely proud to be celebrating this milestone and welcoming our 100 millionth loyalty member. This achievement demonstrates the strength of our loyalty program which together combined with our booking engine has become a powerful differentiator for our owners and guests. Just five years after its successful launch, ALL has proven to be a unique asset in strengthening guest connections and driving customer retention. As we continue to innovate, ALL is at the heart of our augmented hospitality strategy, delivering incremental growth for our hotel owners and our Group. With 100 million members and counting, ALL is redefining loyalty, unlocking limitless possibilities with every journey.
Final Words
There’s only a handful of hotel loyalty programs that have over 100 million members. Way out the front with around 200 million members each are the US based Marriott Bonvoy and Hilton Honors programs.
As has been observed with airline programs, the loyalty programs have become valuable in their own right. As ALL have noted, the programs bring benefits to the customer and the hotel owners, so it’s a win-win situation.
