Accor loyalty scheme outstrips MidEast targets

Accor's A|Club loyalty programme’s membership grew by 54,800 members in the Middle East in 2011, beating the firm's 46,000 membership growth target for the year. 

Christophe Landais, managing director of Accor Middle East, told Hotelier Middle East: “In 2011, the newly-recruited members originating from the Middle East into the programme have been in excess of our objectives, with 54,800 new members.”

Back in June 2011, Landais had said the target for the year was to reach 46,000 members.

This figure brought the total number of members originating from the Middle East in the scheme to 181,713, with more than 44% of these being active members, contributing to 16% of all rooms sold in the region.

Of Accor’s brands, 25% of users opted for economy brand Ibis, whereas 22% went for Sofitel, 19% for Pullman and 18% for Novotel.

Around the world, A|Club has 8.3 million members and accounts for more than 18% of sales.

As part of Accor’s new brand strategy, the loyalty programme will be renamed Le Club Accor Hotels this month, the hotel group said in January when it announced the launch of the first geo-localised application 'A|Club Places' to rewards its loyalty-programme members.