Accor’s ALL Diamond Welcome Package

In 2019 AccorHotels introduced a new loyalty program called ALL – ALL standing for Accor Live Limitless. I’m not quite sure what to think of the name from a branding standpoint, as it certainly doesn’t have any kind of a ring to it. Then again, neither does Hyatt’s WOW or Marriott’s Bonvoy, so it’s the world we live in.

Accor has finally sent out their ALL Diamond welcome package and I’ve just received mine. The marketing collateral piece included a fancy custom package which folds open to include a Welcome Letter, Personal Loyalty Card, and an Italian Wool Scarf with Thank You Note.

Accor Diamond Welcome Package

Loyalty Membership Card

Welcome Letter

Blue Package Inside

The blue package is an Italian wool scarf.

The new Accor ALL program for 2020 included a new status level, “ALL DIAMOND” which is the highest level, an additional tier above Platinum, which was the previous highest level. During 2019 we had several stays at several Fairmont and other Accor Hotels, and as it turned out I ended up qualifying for the new ALL DIAMOND level. Previously, during 2019, I was at the Accor Le Club Platinum level.

With the new Accor ALL program, the first three status levels you can earn with either nights spent, or euros spent. Diamond, (the new forth level) is strictly euro’s spent, and is a fairly hefty €10,400.00, or approximately $11,500 USD. During the year we had a couple double room family stays, which really helped in reaching the spend level.

Accor ALL Blue ScarfPackage Note
Scarf

I think the package looks good. Many customers could care less about some marketing fluff from a loyalty program, but I appreciate the image and message the package is intended to convey. I like having a loyalty card with a dedicated high-level customer service number, and although I’m not much of a scarf guy this one looks and feels nice. I may actually wear it.

Accor – well done.