Some links to products and partners on this website will earn an affiliate commission.
Last year, I wrote that Accor (the company behind Sofitel, Novotel, Mercure, Ibis, etc.) was finally adding free breakfast as a status benefit for its top-tier elites. But this applied to stays in the Asia-Pacific only. I was getting my hopes up that Accor would, at long last, roll out free breakfast as a status benefit with the revamp of its Le Club loyalty scheme. I was wrong.
Accor sent out emails to its members earlier this week, which gave away a few details about the new top-tier status in its new Accor Live Limitless “ALL” scheme, which will launch next year. Called “Diamond”, Accor’s new top-tier status will have two new benefits: Diamond members can gift a “Gold card” and Diamond members will get a free breakfast benefit. BUT and this is a big catch, Diamond members will get free breakfast on weekends only.
Other chains are far more generous to their elites. Hilton, for example, offers free breakfast to both its mid-tier and top-tier elites, every single day! Qualifying for Diamond status in the new Accor Live Limitless scheme will require members to spend 10,600 EUR per membership year (roughly £9,500)! (It will no longer be possible to qualify by staying 60 nights a year).
You can find out more about the new Accor Live Limitless scheme here.
The benefits of Accor’s new Diamond status are disappointing – and weaker than those of the competition. Hilton, Hyatt and Marriott all offer free breakfast to their top-tier elites. I have had Accor Platinum for the last three years but have recently shifted to Hilton, which offers better status recognition in my view. The new Accor Live Limitless Diamond benefits won’t lure me back. What do you think?