Accor Pacific COO looks to technology and new partnerships to drive loyalty

EXCLUSIVE INTERVIEW | There’s a lot that hotel rewards programs can do to recognise frequent travellers. Perks like room upgrades and free daily breakfast probably spring to mind as key starters. But to go beyond the ‘expected’, Accor is looking to its IT systems, as well as to external partnerships, to add value and convenience for members.

On the one hand, it’s becoming easier to earn points in the Accor Live Limitless (ALL) program. After launching a points transfer partnership with the Commonwealth Bank in Australia, Accor has since expanded to include NAB Rewards. More recently, PayRewards has joined the fold as a points transfer partner. (PayRewards is the loyalty program of Pay.com.au, affiliated with Point Hacks.)

Accor’s regular guests also now have easier access to a key benefit of their status. That is Accor’s signature ‘welcome drink’ cards, which have recently migrated from paper to the chain’s mobile app. It’s an early step on a much longer journey to make the check-in and checkout experience smoother. It also paves the way for a broader rollout digital room keys – which can mean avoiding any queues at the check-in desk.

To learn more about what’s bubbling behind the scenes, I catch up with Adrian Williams on a recent visit to Brisbane. He’s Accor Pacific’s Chief Operating Officer Premium, Midscale & Economy (PM&E) – a frequent traveller (and regular hotel guest) in his own right.

Those digital Accor drink vouchers…

On a personal note, I’ve held (and for the record, earned) elite status with Accor for a number of years now. I’d become quite accustomed to the paper-based drink vouchers. But I must admit, I’ve lost count of how many times I’ve had to return to reception when I’ve realised that the vouchers weren’t tucked in with my keys at check-in.

Now, with the digital vouchers, it’s all automatic. I can access them before check-in on the day of arrival and after check-out on departure day. And because they’re always there, those laps back to reception have ceased.

‘How good is it?’ remarks Williams. ‘I think it’s fantastic. (Normally) when you check-in, you get a whole bunch of pieces of paper. You don’t know what to do with them.’ Instead, the shift to digital vouchers ‘is a deliberate strategy of making sure that the member has everything they need in one app.’

‘You’ve got your drink voucher on the app. It’s wonderful. We love it in the hotels because we don’t have to deal with the paper. We will continue to look at ways of integrating things within the app.’ In some hotels, travellers can check-in using the app, and ‘they can use the phone to actually be the key.’

But those electronic vouchers have another advantage – it’s hard to leave them behind. ‘When you go down to the bar, isn’t it shocking (when you realise) oh, where’s my voucher? You’re never going to forget your phone. So your vouchers are always there for you.’

Speaking of drink vouchers, they’re a benefit for members of ALL with Silver status or higher. Remember too that Accor Plus memberships grant instant ALL Silver status as standard. And, that Accor has a partnership with American Express to offer complimentary Accor Plus membership alongside the Amex Platinum Card.

Accor’s technology partnerships open the door to upgraded experiences

On the IT front, Accor offers ‘digital key’ facilities at some properties. That’s where your smartphone can be used to unlock the door you’re standing in front of. But the tech isn’t widely available across Accor’s global footprint – yet.

‘It’s one of those things that takes a bit of time to roll out,’ Williams continues. ‘But we’ll see that roll out quite a lot now. And the pace of that is continuing.’ In the interim, Accor is placing a bigger focus on check-in kiosks at hotels.

The concept is simple. Much like you do at an airport, you could check-in for your stay at a kiosk rather than the staffed counter. Many travellers will still opt for traditional service where there isn’t a queue, but if you’re in a rush to get to sleep after a long flight, having an option to side-step any lines is most welcome.

‘We’ve got a large number of hotels with check in kiosks,’ Williams elaborates. ‘But really, that’s an intermediate step (in) moving to an app experience. And the more people that use the app and are comfortable with the app, the more that they will then be able to use (mobile) check-in and checkout. And, where hotels then activate the ability, their Accor key.’

Where those kiosks are used, however, Accor’s IT partnerships replicate much of the in-person functionality. Guests can check into their room and receive physical working room keys, for one. A credit card can be placed on file, if it wasn’t already linked. And with drink vouchers now available on mobile, there’s no need to queue for a piece of paper before fetching a refreshment.

Points transfer partnerships make Accor Live Limitless more accessible

As Accor Live Limitless inks more conversion partnerships with other loyalty programs, ALL gains growing appeal. Whereas before, members would mainly earn points just on paid hotel stays, now, those rewards can come from spending elsewhere too.

Chief to that are partners in the financial sector. The newest ALL financial partner in Australia is PayRewards. ‘We’re really pleased with it,’ says Williams. ‘As you know, it only launched this year, in April. We think over time, this is going to be built to be another one of those great connections within Accor.’

‘We love it that our members have the opportunity to connect with partners right across the board. That’s points coming in, (and) points going out. And that really means you have a program that is relevant to every member at the time that they need it. So yeah, I think we’re going to see this one grow really strongly.’

But where could Accor venture for its next partnership? Perhaps, American Express Membership Rewards? ‘Well, we work with Amex with Accor Plus,’ Williams reminds. ‘That’s an important partner for our subscription card and we’ve been doing that for a long time.’

‘Where next? We’re exploring a range of options, but it’s not a random approach. We’ve spent a lot of time talking to our members, listening to what they need and listening to what works best for them. We are very deliberate in curating a program that meets their needs. So yes, we’re working on a few things and that’s been very informed by what the members want.’

‘What that means, of course, is that when we launch it, we know that it’s going to be something that they will engage with really well.’ As for when, or what, Adrian is referring to… hush, it’s a secret.

Also read: Accor unveils two new Melbourne Airport hotels

Featured image courtesy of Andrea Piacquadio/Pexels. Chris Chamberlin travelled to Brisbane at Point Hacks’ expense, staying one night at Pullman Brisbane King George Square as a guest of Accor.