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Manchester United players pose for a selfie (photo: Marriott International)

Hotel giants back rival football teams

Marriott strikes a deal with Manchester United, while Accor reveals a partnership with PSG. Both also have new loyalty schemes.

Marriott International has teamed up with Manchester United, while drawing attention to the hotel giant kick-starting its newly launched Bonvoy loyalty programme.

The loyalty scheme includes offering members exclusive opportunities to shadow the English club’s stadium announcer or kit manager for the day.

The marketing deal follows an announcement earlier this week for VIP access to concerts and sporting events, and it has been launched with a film featuring familiar faces from the United team and management.

“We are thrilled to offer compelling benefits to Marriott Bonvoy members, now expanded to include Manchester United experiences,” said Karin Timpone, Marriott’s global marketing officer.

“This partnership enables our members to access special VIP game experiences using the points they’ve accumulated during hotel stays.”

Marriott Bonvoy Moments allows members to use points to buy any of 8,000 lifestyle, entertainment, sport, culinary and more experiences around the world.

PSG deal
Within hours of this news, the French hotel colossus Accor unveiled its own new loyalty programme together with a partnership with top football club Paris Saint Germain.

It also touts “once-in-a-lifetime experiences” through its loyalty scheme while aiming to increase the global visibility of the group’s brands.

The new programme, called ALL – Accor Live Limitless – combines Accor’s distribution platform with an “experiential loyalty programme”.

“We are increasing our global market share and consolidating our balance sheet. In 2019, the group will continue along this path,” said Sebastien Bazin, chairman and chief executive of Accor.

“With the launch of ALL, Accor gives life to its augmented hospitality model servicing both its customers and partners. This ambitious and unique initiative in the hotel industry will help in promoting the group and its brands, increasing customer loyalty and optimise its mid-term performance.”

Accessed via a new app and website, members can earn and use points across a broad range of brands.

Accor is meanwhile extending a tie-up with sports and entertainment firm AEG beyond the AccorHotels Arena in Paris, to include other venues and providing over 60,000 tickets and private suites for loyalty members in Latin America, Asia and Europe.

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