360 ALL Experience

Brands have passions, and ALL amplifies them by creating exclusive "money can't buy" experiences monthly for members.
Edition
2022
Competition
Corporate awards
Type
Winner
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Applied to:

The Hospitality Award for an Invaluable Member Experience

This award celebrates loyalty and guest relation activation programs in the hospitality industry that create invaluable and memorable experiences for their members. These programs offer personalized incentives tailored to their members' unique needs and preferences. The winner will have successfully engaged and retained members by providing innovative and relevant benefits. This award recognizes programs that go above and beyond in creating an unforgettable member experience.

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The project:

Since the launch of ALL in late 2019, two main objectives have been to provide “money can’t buy experiences” for members and to establish a clear connection between ALL and participating brands. In mid-2021, the 360 experiences were introduced to achieve these goals. These experiences, designed around each brand's passion, allow loyal members to use their Reward Points to book unique packages, typically including at least one night’s stay and exclusive activities. The experiences are VIP, highly personalized, and limited in number.

The promotion of these experiences involves CRM, social media, influencer activation, and the ALL Limitless Experiences platform. From start to finish, everything is meticulously organized to ensure an unforgettable experience. What sets this initiative apart is the collaboration with each brand to showcase their best offerings, from economy to luxury.

In 2022, notable experiences included:

  • A January event with Novotel, featuring activities in Megève such as horse farm visits, Joring ski, and VIP access to La Grande Odyssée race.
  • A romantic February event with Sofitel in Rome, including a gourmet dinner and private tours.
  • A May event with Novotel in Sevilla, featuring a star-themed dinner and city tours.
  • Several activations with ibis Styles, including adrenaline-filled weekends, football with legends, and Gaudi-themed experiences in Barcelona.
  • Culinary and relaxing experiences with Mercure and Pullman in various locations.

These experiences have consistently sold out, proving popular with members and providing unique, brand-enhancing opportunities. Upcoming events include partnerships with Sofitel & Vogue, Greet Marseille, Mercure Porto, and ibis, ensuring continued engagement and satisfaction for ALL members.