Accor ties up with Visa to unveil new co-branded loyalty card

Hospitality group Accor has partnered with digital payments company Visa to create the new "ALL Visa" card. Bringing together Accor’s loyalty program and Visa’s global payment capabilities, members who apply for the new Visa card will be able to use it in places and countries the latter is accepted in.

The co-branded payment cards aims to generate additional customer engagement in hotels and new member recruitment opportunities for ALL as well as spend uplift. The introduction of ALL Visa payment cards also looks to leverage Accor’s augmented hospitality ecosystem to engage customers beyond their stay via benefits and innovative digital, mobile-first experiences.

Both Accor and Visa will also be partnering financial institutions and banks across Europe, North and South America, Middle East and Asia Pacific to issue the new ALL Visa card. Through the partnership with Visa, Accor looks to enhance the benefits of its recently launched loyalty program, ALL–Accor Live Limitless, to its 64 million loyal member base and more than 250 million customers globally.

Sébastien Bazin, chairman and chief executive officer of Accor, said the new initiative will provide unmatched benefits to its members and reinforce the success of its ALL loyalty program by increasing member base, driving additional engagement and giving each member incentives. "The development of ALL is a major milestone for us, and in Visa we are very pleased to have found a partner which shares our passion for delivering everyday rewards and recognition," he added.

Meanwhile, Al Kelly, chairman and chief executive officer of Visa, said today’s digitally-savvy consumers expect rewards that are tailored to their needs and offer new and unique experiences. "I am extremely excited about the power of Accor’s expertise in hospitality coming together with Visa’s global network and digital capabilities. This combination will translate into attractive loyalty and payment products that will be at the forefront of the hospitality market," he added.

Co-branded card has been on the rise in recent times. Just this week, Indonesia’s Bank Mandiri tied up with Traveloka to introduce a co-branded credit card known as Traveloka Mandiri Card targeted at Millennials. This was done in a bid to fully utilise banking product and services, and enable travellers to obtain more benefits when exploring various tourist destinations both at home and abroad. The co-branded card allows for users to get more Traveloka Points for shopping transactions; double the acquisition of Traveloka Points by purchasing airline and hotel tickets on the platform; and obtain free travel insurance and purchase protection.