A LoyaltyLobby reader sent us a note about 14,000 Accor Live Limitless points that expired yesterday because of no activity during the on-going Covid-19 pandemic.
You can access Accor ALL here.
Here’s the email from the reader:
Thought it might be an idea to write something on Accor All’s “selfish” points expiration policy for it regular members during this round of continued epidemic state of emergencies… at least in Europe.
Like all other current non-status members who have not been able to travel as normally this year, or who when they did travel found Accor’s properties to be closed for reservations, Accor just wiped off all of their point. In my case 280 Euros worth, today, December 15. Chinese members for some reason get special treatment until end of January.
I live in Denmark where Accor has no properties, and so booking a “staycation”, or having a meal in one of their restaurants has not been a possibility. When I did travel for business, Accor’s properties have been closed/not available for reservations (Brugge, Belgium as one example).
On May 19, 2020, Accor updated its points expiry policy to prevent points expiry between that date and December 15, 2020.
In September, Accor made an offer for ALL members whose points had expired between January 1 – May 18, 2020. You could get them back by having a two-night stay by December 15.
What have competitors done?
Marriott has waived points expiry through August 1, 2021. Marriott Bonvoy points expire if you don’t have any qualifying activity for 24 months.
Hilton Honors pushed the points expiry until December 31, 2021.
IHG Rewards Club points expiry is also December 31, 2020, at present.
World of Hyatt won’t forfeit points from accounts that have not had any activity through June 30, 2021.
Accor may benefit from expiring member points due to the Covid-19 pandemic in the short term by lowering the value of unredeemed points sitting in their books (non-cash accounting gain).
Whether this is a correct and winning long-term strategy is an entirely different question altogether. Does Accor believe that members whose accounts have been wiped clean will start suddenly staying at their hotels again once this pandemic is over?
There are many markets in Europe like Norway, Finland, and Denmark with no Accor affiliated hotels and only one in Sweden.
How should ALL members in these markets have used their points when non-essential travel is discouraged and/or when there are lockdowns in place?
Accor ALL could and should have done better.