Accor Hotels Secret Loyalty Manual Uploaded Publicly to Google Play. Here’s What it Says..

When loyalty program manuals that are given to hotels leak, they make for interesting readings — about the economics of the program, what hotels are expected to deliver, and how programs ensure (such as through fines) that hotels comply.

I’ve written about several of these in the past:

The Le Club Accorhotels Manual turns out to be available free on GooglePlay Books. (HT: Kanaman)

This is an Asia Pacific guide although the published program itself doesn’t vary by region. The guide doesn’t specify the hotel brand it’s for, though it’s written towards higher end so presumably for Sofitels at least.

Soft Benefits

Hotels are to prepare each day’s arrival list 7 days in advance, identify Le Club Accorhotel members, and benefits are pre-arranged.

Platinums should receive hotel ‘VIP’ status. At the morning briefing, discussing each day’s arrivals, member birthdays and anniversaries and special requests should be discussed.

“Never refuse any member a welcome drink.” (Although a welcome drink is a published benefit only at the first level of status, and not for general members, the guide says that a welcome drink must be offered to base ‘classic’ members.)

Platinums should receive the best tables in the hotel restaurant.

Early check-in and late check-out requests should be honored when possible, even though these are benefits only of upper tier status. (Preference should be given to Golds and Platinums.)

Gold and Platinum members should always be escorted to guest room on check-in, while Silver and base level members should be provided this when possible.

Upgrades

Platinums and Golds should receive an upgrade. “If room upgrade is not an option, offer member a room with a better view.” This is described as ‘the next best room.’ Put another way, a better view is not actually considered an upgrade for elite purposes. The ‘next best room’ is a consolation, not the expected upgrade. Silver and base members should be offered an upgrade at a discounted price.

New hotels, and those with low occupancy, should go above and beyond with upgrades – free upgrades for Silvers, and lounge access for Golds. This appears to be a suggestion, not a requirement.

Surprise and Delight

This guide seems a little more ambitious than any Accor hotel is likely to take on seriously. It recommends offering balloons and candy to children.

Accor is apparently developing ‘sightseeing packages’ and includes them in surprise and delight elements, suggesting that hotels offer leisure travelers free tickets to movies and shows as well as decorate rooms for anniversaries and offer customized gifts to Platinum members. I want the suggested ‘customized car model’ with my name on it!

What This Means for Accor Loyalty..

Hotels in Asia Pacific tend to go far above and beyond in customer service and recognition that elsewhere in the world.

Accor has a variety of brands, and the level of service suggested would only be provided at their top properties — and most of the elements here are unenforceable.

Unlike hotel documents I’ve written about for IHG Rewards Club, Club Carlson, and Best Western Rewards, this isn’t an operating manual but a recommendations document. It doesn’t detail economic consequences of failure to deliver benefits — just tells hotels how to deliver quality experiences consistent with the loyalty program.

If any member finds an Accor hotel acting at this high level, I’d love to know!


About Gary Leff

Gary Leff is one of the foremost experts in the field of miles, points, and frequent business travel - a topic he has covered since 2002. Co-founder of frequent flyer community InsideFlyer.com, emcee of the Freddie Awards, and named one of the "World's Top Travel Experts" by Conde' Nast Traveler (2010-Present) Gary has been a guest on most major news media, profiled in several top print publications, and published broadly on the topic of consumer loyalty. More About Gary »

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Comments

  1. Had good Platinum experiences at the Sofitel Sukhumvit Bangkok. Bangkok is definitely one of the best cities to stay at an Accor property as a Platinum. Too bad I got downgraded to “Classic” member.

  2. Heck I’d settle for simply the desk clerk not yelling across the lobby, “Hey Manny, Look who’s here again. Mr Fancy Shmancy Pants eh? Exit later to break time where my picture is promptly displayed on a dart board with the caption, “Aren’t we Special?”

    Have a great 2015.

  3. As a Platinum member on Novotel Les halles in Paris i got a really good service. Welcome Drink could be used for all drinks avalible at the Bar (some accor places only let you use it for beer or soft drinks) and i got an upgrade not for the next level but for 3 levels up in an executive level suite. Very nice recognicion for plat. members

  4. I stay for months on end in a Pullman in China, so I am a Platinum member. The hotel regularly takes my coworkers and I on small day trips over the weekend – for example, they brought us to a badminton gym to play with some of the employees at the hotel.

    The hotel frequently has clowns handing out balloon animals to children in the lobby.

    However, during check-in, my loyalty was not recognized to the level listed above. I was not escorted to my room and received the standard room on a high floor.

  5. Try Sofitel So Bangkok, Sofitel Bali Nusa Dua or Amarterra Bali Nusa Dua (MGallery) … And yes, you will definitely receive that high level of service.

  6. @Jean I also got a nice upgrade to a suite as a Platinum at the Bangkok So as well, but I’ve found that many Mercures pay no attention at all to Platinum, as just happened to me at the Mercure Iguazu Iru’. I find that Accor has, by far, the worst call center and worst website for making reservations — both completely comic — of any hotel chain. Still, I must admit that because I got Platinum through a promotion — I would not have qualified otherwise — I’ve been spending a lot of time at Accor hotels that I never would have chosen had I not been given these benefits. Their special rates are sometimes incredibly good value.

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