Hotel groups like Accor and Marriott continue to grow loyalty memberships and revenue despite rising “points fatigue.” Accor’s ALL program reached 100 million members and targets €100 million from partnerships, while Marriott’s Bonvoy nears 248 million members. However, studies show declining satisfaction, with many travelers wanting more flexible, personalized rewards.
Accor07 August 2025
Major hotel groups continue to grow their loyalty programs and related revenues, even as concerns rise about customer disengagement with traditional points-based rewards.
Accor expects its loyalty partnerships to generate more than €100 million in revenue over the next 18 months. Speaking during the company’s second-quarter earnings call, chairman and CEO Sébastien Bazin said the total would be achieved through roughly 100 separate partnerships, though he did not disclose a precise current figure. He added that between 25% and 40% of that revenue is expected to convert into EBITDA.
The France-based hotel group introduced its Accor Live Limitless (ALL) loyalty program in early 2020—much later than comparable initiatives from rivals such as Marriott and Hilton. Bazin acknowledged the delayed launch, noting that Accor was “20 years late” to the loyalty game.
“While we are still far from the €1 billion scale of Bonvoy or Hilton Honors, the progress is significant compared to the modest €6 million generated in 2020,” he said.
At launch, Accor’s loyalty base stood at around 64 million members. Membership has since climbed to 100 million, a milestone reached in March 2025. ALL added 11 million new members in 2024, and Bazin—who called the program “our North Star”—expects even stronger growth in 2025.
Marriott is also reporting continued expansion. Membership in its Bonvoy program rose to nearly 248 million in the second quarter, up from 237 million in the first. CEO Anthony Capuano said loyalty members now account for 69% of room nights globally and 74% in the U.S. and Canada.
Marriott is also betting on its newly launched Marriott Media Network, introduced in June, to create additional value for Bonvoy members. Capuano said the platform will enable brands to engage travelers more effectively throughout their journey by using Marriott’s scale and loyalty data. Advertisers will be able to tap into insights on traveler preferences and behavior through channels such as the Bonvoy app and in-room television.
This push to grow and monetize loyalty programs comes at a time when traveler expectations are evolving.
Points fatigue or points decline?
Some industry observers have recently questioned whether traditional, points-based loyalty programs are losing relevance altogether. Others see hotel groups struggling to balance the substantial revenue these programs generate with customers who feel less enthusiastic about their benefits.
Hotel-specific results from Accenture’s Consumer Pulse 2025 study highlight declining satisfaction among travelers and growing “points fatigue.” The survey of 18,000 consumers across 14 countries found that while 57% belong to a hotel loyalty program, half believe these programs no longer deliver the value they once did.
The study also showed that Gen Z and millennials are 19% more likely than older generations to enroll in loyalty programs, but they are also quicker to switch brands if disappointed. Additionally, 89% of hotel loyalty members said they want greater flexibility to choose their own rewards.
These shifting preferences present a challenge for hotel groups that have long relied on loyalty members to stay more often and spend more—and now must work harder to keep them engaged within their ecosystems.
Source: Accor / GLO
Disclaimer: Press release
© Press Release 2025
Send us your press releases to news@globalloyalty.org
Press releases originate from external third-party providers. This website does not have responsibility or control over its content, which is presented as is, without any alterations. Neither this website nor its affiliates guarantee the accuracy of the views or opinions expressed in the press release.
The press release is intended solely for informational purposes and does not offer tax, legal, or investment advice, nor does it express any opinion regarding the suitability, value, or profitability of specific securities, portfolios, or investment strategies. Neither this website nor its affiliates are liable for any errors or inaccuracies in the content, nor for any actions taken based on it. By using the information provided in this article, you agree to do so at your own risk.
To the maximum extent permitted by applicable law, this website, its parent company, subsidiaries, affiliates, shareholders, directors, officers, employees, agents, advertisers, content providers, and licensors shall not be liable to you for any direct, indirect, consequential, special, incidental, punitive, or exemplary damages, including but not limited to lost profits, savings, and revenues, whether in negligence, tort, contract, or any other theory of liability, even if the possibility of such damages was known or foreseeable.
The images used in press releases and articles provided by 3rd party sources belong to the respective source provider and are used for illustrative purposes in accordance with the original press releases and publications.
Disclaimer: Content
While we strive to maintain accurate and up-to-date content, Global Loyalty Organisation Ltd. makes no representations or warranties of any kind, express or implied, about the correctness accuracy, completeness, adequacy, or reliability of the information or the results derived from its use, not that the content will meet your requirements or expectations. The content is provided “as is” and “as available”. You agree that your use of the content is at your own risk. Global Loyalty Organisation Ltd. disclaims all warranties related to the content, including implied warranties of merchantability, fitness for a particular purpose, non-infringement, and title, and is not liable for a particular purpose, non-infringement, and title, and is not liable for any interruptions. Some jurisdictions do not allow the exclusion of certain warranties, so these jurisdictions may not apply to you. Global Loyalty Organisation Ltd. Reserves the right to modify, interrupt, or discontinue the content without notice and is not liable for doing so.
Global Loyalty Organisation Ltd. shall not be liable for any damages, including special, indirect, consequential, or incidental damages, or damages for lost profits, revenue, or use, arising out of or related to the content, whether in contract, negligence, tort, statute, equity, law, or otherwise, even if advised of such damages. Some jurisdictions do not allow limitations on liability for incidental or consequential damages, so this limitation may not apply to you. These disclaimers and limitations apply to Global Loyalty Organisation Ltd. and its parent, affiliates, related companies, contractors, sponsors, and their respective directors, officers, members, employees, agents, content providers, licensors, and advisors.
The content and its compilation, created by Global Loyalty Organisation Ltd, are the property of Global Loyalty Organisation Ltd. and cannot be reproduced without prior written permission.
