Accor And Marriott Now Boost Loyalty Membership Amid Growing Points Fatigue Among Customers

Wednesday, August 6, 2025

In caller years, nan edifice manufacture has witnessed a singular emergence successful loyalty programme memberships, pinch Accor and Marriott starring nan charge. Despite nan increasing sentiment of “points fatigue” among consumers, some edifice giants are actively expanding their loyalty programs. Their attraction is not only connected driving rank but besides connected expanding nan worth of their offerings successful nan look of evolving user behavior.

Accor’s Ambitious Goals for Loyalty Revenue

Accor, nan French edifice group, is aiming for a important leap successful its loyalty program’s gross successful nan adjacent future. During nan 2nd 4th of 2025, Accor’s president and CEO, Sebastien Bazin, disclosed that nan institution is targeting complete €100 cardinal successful gross from loyalty partnerships wrong nan adjacent 18 months. While Bazin did not uncover nan nonstop existent gross figures, he mentioned that nan institution expects to execute this done astir 100 different partnerships, pinch a projected 25% to 40% of this magnitude converting into EBITDA.

Launched successful 2020, Accor’s Accor Live Limitless (ALL) programme initially faced immoderate challenges. Bazin acknowledged that nan programme had arrived 20 years later than its competitors, specified arsenic Marriott and Hilton, which had already established successful loyalty systems. However, contempt these early setbacks, Accor’s loyalty programme has proven to beryllium a success.

Bazin noted that, successful comparison to nan €6 cardinal gross generated successful 2020, nan programme has now reached awesome milestones. The number of ALL members has grown from astir 64 cardinal astatine its motorboat to 100 cardinal successful March 2025—a important accomplishment for nan company. In 2024 alone, 11 cardinal caller members joined nan program, and Bazin is optimistic that 2025 will spot moreover much sign-ups, further cementing nan program’s domiciled arsenic Accor’s “North Star.”

Marriott’s Expanding Bonvoy Program

Marriott, a awesome subordinate successful nan world edifice industry, has likewise seen maturation successful its Bonvoy loyalty program. By nan 2nd 4th of 2025, Marriott’s Bonvoy rank had accrued to astir 248 cardinal members, up from 237 cardinal successful nan erstwhile quarter. Marriott’s CEO, Anthony Capuano, revealed that personnel penetration had besides risen, pinch 69% of rooms worldwide being booked by Bonvoy members, and moreover higher penetration (74%) successful nan United States and Canada.

In summation to expanding membership, Marriott is besides focusing connected enhancing nan worth that its loyalty programme offers to travelers. In June 2025, Marriott launched its Marriott Media Network, a caller inaugural designed to make greater worth for Bonvoy members. According to Capuano, this web will let advertisers to scope highly valuable audiences by utilizing Marriott’s heavy insights into traveler behaviour and preferences. These insights will beryllium harnessed crossed various touchpoints, specified arsenic nan Bonvoy app and in-room TV, providing guests pinch a much personalized acquisition and creating caller opportunities for monetization.

Changing Consumer Expectations: The Rise of Points Fatigue

Despite nan maturation successful loyalty programme memberships, edifice brands are facing challenges driven by shifting user behavior. A study conducted by Accenture, titled nan Consumer Pulse 2025, revealed a troubling trend: “points fatigue.” The study surveyed 18,000 consumers crossed 14 countries and recovered that while 57% of travelers beryllium to edifice loyalty programs, half of them nary longer comprehend nan programs arsenic offering nan aforesaid worth they erstwhile did.

The investigation highlights a cardinal rumor for edifice chains: while loyalty programs still bask precocious rank numbers, they whitethorn not beryllium arsenic effective arsenic they erstwhile were successful driving customer loyalty. Younger generations, peculiarly Gen Z and millennials, are much apt to subordinate a loyalty programme than older travelers. However, these younger customers are besides quicker to move brands if they consciousness disappointed by nan rewards aliases nan worth they receive. In fact, nan Accenture study recovered that 89% of edifice loyalty members want nan expertise to take their ain rewards, indicating a displacement successful expectations.

This inclination presents a dilemma for edifice chains that trust heavy connected loyalty programs to foster semipermanent relationships pinch customers. The situation now is to find a equilibrium betwixt leveraging nan financial occurrence of these programs and gathering nan evolving demands of travelers who are becoming progressively discerning astir their rewards.

The Future of Hotel Loyalty Programs

As Accor and Marriott proceed to grow their loyalty programs and refine their offerings, some companies are keenly alert of nan request to enactment applicable successful an progressively competitory market. While points fatigue whitethorn beryllium a existent concern, it besides presents an opportunity for edifice chains to innovate and redefine what loyalty intends for modern travelers.

For Accor, nan continued occurrence of nan ALL programme hinges connected nan company’s expertise to foster deeper relationships pinch its members. The marque is placing a beardown accent connected offering not only rewards but besides unsocial experiences that resonate pinch travelers’ changing expectations. This attraction connected personalization and acquisition will apt beryllium cardinal to sustaining rank maturation successful nan coming years.

Marriott, connected nan different hand, is leveraging its standard and information insights to amended prosecute pinch travelers done its Marriott Media Network. By offering brands a level to link pinch guests done curated, data-driven touchpoints, Marriott is positioning itself to enactment up of nan curve successful position of some trading and customer engagement.

Final Thoughts

In conclusion, while edifice loyalty programs for illustration Accor’s ALL and Marriott’s Bonvoy proceed to grow, nan industry’s expertise to accommodate to shifting user behaviors will find nan early occurrence of these programs. Both companies are investing heavy successful their loyalty offerings, striving to guarantee that nan worth they supply is much than conscionable points accumulation. As user expectations evolve, it will beryllium absorbing to spot really these programs proceed to innovate and support their relevance successful an ever-changing recreation landscape.