ALL keeps elite in the family

Best Elite Program — Hotels, Europe & Africa · ALL – Accor Live Limitless

ALL wins Best Elite Program.

Again.

There’s considerable heritage behind this category.

For many years Marriott and Starwood owned elite recognition in Europe and Africa.

Then Accor broke that duopoly.

By 2025 the upset had become establishment.

That’s one of the fascinating things about loyalty history.

Today’s challenger becomes tomorrow’s incumbent.

ALL’s challenge is unusually complicated because Accor’s brands span an enormous range.

Recognizing an elite member at an ibis and recognizing one at a Raffles cannot mean precisely the same thing.

Nor should it.

But the status has to mean something at both.

Freddie voters said it did.

Elite status works when the member notices.

Apparently ALL members noticed.