Accor and Uber: How hoteliers are trying to retain guests outside of the travel season
Strategic linking of loyalty programmes and everyday services
The tourism sector has long been looking for a way to remain relevant during periods when guests are not travelling. The Accor Group has taken a concrete step towards addressing this challenge by announcing a collaboration with the Uber platform. By combining ALL – Accor Live Limitless programme and Uber services, Users will be able to collect points and earn benefits through daily activities like ordering food and rides. This is gradually transforming the traditional hotel ecosystem into a platform that follows the user in their home and on their travels.
Global Expansion and the First Wave in Europe
The implementation of this partnership will commence in the second half of 2026, with a clear focus on several key markets. European countries such as France, Germany and Poland They will first implement an integration with the Uber Eats delivery service. On the other hand, the focus on the Middle East region – specifically the United Arab Emirates, Saudi Arabia, Qatar, and Morocco – will be directed towards transport services. Although financial details and precise point-earning rates have not yet been fully defined, the strategic direction is clear: to create a higher frequency of customer contact.
Broader context of distribution and technological solutions
This move shows how the boundaries between Travel tech industry and everyday services (so-called. super-apps) are increasingly being erased. While Accor expands its offering Beyond accommodation itself, Uber is simultaneously strengthening its presence in the tourism sector. The integration of hotel offerings from Expedia Group's portfolio within the Uber app confirms that tech giants are not afraid of entering traditional segments of the hospitality industry. For hotels and agencies, this means a need to adapt and re-examine current loyalty reward models, as consumers today expect flexibility and cross-sector benefits in all areas of spending.
