AccorHotels

Acquisition, engagement and year-on-year growth

Challenge

Our long-standing client AccorHotels needs to deliver significant year-on-year growth and exceed targets for member acquisition and engagement. We’ve stepped up to the plate to help drive Le Club AccorHotels (LCAH), its multi-brand loyalty programme covering the Sofitel, Pullman, MGallery by Sofitel, Novotel, Novotel Suites, Mercure, ibis, ibis Styles, Adagio and Thalassa Sea & Spa brands.

Approach

The complex portfolio of hotels in the scheme, and the limited resource for training and monitoring implementation, were potential pitfalls. But we defined key pillars for growth and success: recruitment (continue to grow the LCAH member database), activation (increase the customer lifetime value of members), awareness (make Le Club more famous), caring (focus on rewarding the most loyal and therefore valuable members), and accountability (internal buy-in and responsibility).

Delivery

We’ve helped fine-tune the proposition, service delivery and communications through in-depth competitor and customer insight research programmes. Strategic campaigns have driven internal and external recruitment via creative digital and social media. Our focus on activation has included a UK Le Club Rewards website for front-of-house teams. It has become a transformational tool for recruiting new members.

Outcome

Year-on-year membership numbers continue to soar through the web channel alone. We’ve helped Le Club achieve many awards including the Freddie Awards for ‘Best Hotel Programme of the Year’, ‘Best Promotion’, ‘Best Customer Service’ and ‘Best Redemption Ability’. The staggering results have helped give Le Club leading status in hospitality loyalty programmes.

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