App-y days are here again

Best Promotion — Hotels, Middle East & Asia/Oceania · ALL – Accor Live Limitless — App Days

Accor’s App Days wins Best Promotion.

The name tells us something important about where loyalty was headed.

The loyalty card used to live in a wallet.

Then it became a number.

Then an account.

Now it’s an app.

Programs increasingly want the entire relationship there.

Booking.

Status.

Points.

Offers.

Communication.

And, ideally, another booking.

App Days turned that digital relationship into something promotional rather than merely functional.

Freddie voters liked it.

That’s significant because “download our app” isn’t exactly a sentence known for generating joy.

Attach real value?

Different story.

Accor made the app worth opening.

Members opened.

Then voted.