Accor has launched the first geo-localised application 'A|Club Places' which rewards its loyalty-programme members.
When an A|Club member stays at one of the programme’s 2300 participant hotels and checks into the application, they will receive ‘badges’.
The badges earned depend on attributes such as regularity, variety of destination and loyalty to one type of hotel. Each badge enables the member to earn A|Club points, redeemable as vouchers to use at hotels and partners, or converted into airline miles.
The launch is part of Accor’s strategy to develop its presence on the internet, mobile phones and social networks. Sales through these direct distribution channels represent close to 29% of the group’s total sales.
A|Club has 8.3 million members around the world and accounts for over 18% of sales. As part of Accor’s new brand strategy, the loyalty programme will be renamed Le Club Accor Hotels in March 2012.
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