Hospitality giant Accor has announced an international collaboration with Captain Cause, a mission-driven company dedicated to supporting organisations with social or environmental goals.
The initiative follows a successful pilot programme in France and marks Accor's commitment to making a positive impact on a global scale.
The international launch of the partnership is set for December 2023 and will feature the launch of the global platform all-captaincause.com, available in both French and English.
Accor's loyalty programme members, known as ALL, will be able to utilise their reward points to support causes aligned with Accor's core focus areas: nature and society.
Members can also contribute to humanitarian disaster relief efforts. Throughout 2024, the initiative will expand regionally, introducing support for more causes, and additional languages will be incorporated to enhance accessibility.
Positive impact and member feedback
Since the pilot in France, more than 3 million reward points have already been used to support nine organisations. The feedback from members has been overwhelmingly positive, emphasising the tangible impact of their contributions.
Projects include providing clean drinking water in Cambodian villages, reducing plastic usage and safeguarding biodiversity. Accor ensures that 100% of member donations go directly to recipient organisations without omissions or tax exemptions.
Strengthening customer relationships and ensuring transparency
The newly launched all-captaincause.com platform is designed to strengthen the relationship between Accor, ALL members and Captain Cause.
It both satisfies member expectations about how their points are utilised and serves as a concrete manifestation of Accor's commitment to social and environmental causes.
Members can choose from a selection of projects and track the progress of their chosen initiatives. The platform emphasises transparency, with Accor guaranteeing that every euro donated goes to the selected causes.
Accor chief sustainability officer Brune Poirson highlighted the importance of involving customers in the company's sustainable transformation, stating: "A 21st-century company must be built on working together and contributing to making a positive impact."
