Members of Accor’s new guest loyalty programme ALL (Accor Live Limitless) will get to enjoy more concerts and sports events with the extension of the French hospitality group’s partnership with leading sports and live entertainment company AEG.
In announcing the partnership’s expansion Accor said it would benefit from access to AEG’s global assets. These include venue partnerships with Qudos Bank Arena Sydney and Barclaycard Arena Hamburg, ticketing rights with AEG Presents UK and AEG Presents Asia, and a festival partnership with American Express Presents BST Hyde Park showcasing artists such as Taylor Swift, Pearl Jam, Little Mix, Pixies and more.
The partnership was brokered by AEG Europe Global Partnerships – AEG’s in-house division responsible for worldwide sales and activation of naming rights and strategic brand partnerships. It follows a 10-year naming rights deal with AccorHotels Arena in Paris in 2015.
“This extended AEG partnership reflects our elevated ambition to provide more opportunities for live entertainment in key locations in the world for our 57 million loyal members who will use their ALL points for more than just hotel stays,” commented Mehdi Hemici, SVP business development & partnerships at Accor on the new deal.
Paul Samuels EVP of AEG Global Partnerships added the two companies have delivered “incredible experiences” for Accor customers through the naming rights partnership in Paris. “Now we look forward to enhancing their global customer benefits programme through our expanded relationship.”
ALL, which replaced Le Club AccorHotels guest loyalty programme, is described as a “daily lifestyle companion that integrates rewards, services and experiences throughout Accor.”
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