Rakuten and Accor Elevate Partnership by Connecting Loyalty Points

Tokyo, April 19, 2024 – Rakuten Group, Inc. today announced a new partnership with Accor, a leading hospitality group, in which Rakuten Points – Rakuten’s flagship loyalty points program – can be mutually exchanged with points from Accor’s loyalty program, “ALL - Accor Live Limitless”*¹.

Christophe Etchegaray (Senior Vice President Global Partnerships, Accor), Kerry Healy (Chief Commercial Officer, Middle East, Africa, Turkey & Asia Pacific, Premium, Midscale & Economy, Accor), Sho Shindo, (Vice Director, Platform Strategy Supervisory Department, Rakuten Group), Fumihiko Nagatomi (General Manager, Hotel Partnership Development Department, Rakuten Group)

The new partnership will enable loyalty program members to exchange ALL Reward points for Rakuten Points starting from June 2024, and Rakuten Points for ALL Reward points from September 2024. Members will be able to exchange ALL Reward points into Rakuten Points at a rate of 2,000 ALL points to 1,600 Rakuten Points. When converting Rakuten Points into ALL Reward points, a rate of 3,200 Rakuten Points to 1,000 ALL points will apply*¹. Members will be able to select the number of points they wish to exchange^*2 using a dedicated page accessible via the Rakuten PointClub^*3 and ALL websites.

Rakuten and Accor signed a memorandum of understanding to collaborate across a range of programs in January 2023, and this is the first initiative the two companies will launch together. With the ability to exchange reward points across loyalty programs, Rakuten and ALL members will benefit from an increased range of available services, expanding usability for Rakuten Points and enhancing overall member satisfaction. Looking ahead, both companies intend to explore further opportunities for collaboration, including potential cooperation with Rakuten’s travel reservation service, Rakuten Travel.

Rakuten is committed to delivering new value through Rakuten Points, while offering an exceptional shopping experience that is both fun and convenient for users. 

Details of Rakuten Points and ALL Reward Points Mutual Exchange
Overview: Exchange of Rakuten Points and ALL Reward points at designated rates
Service start date:
- Starting June 2024: Exchange of ALL Reward points for Rakuten Points
- Starting September 2024: Exchange of Rakuten Points for ALL Reward points
Eligible users: Users with a Rakuten ID and ALL membership

Exchange rate:
- Exchanging ALL Reward points for Rakuten Points: 2,000 points → 1,600 points 
(2,000 points minimum exchange. Points can be exchanged in increments of 2,000)
- Exchanging Rakuten Points to ALL Reward points: 3,200 points → 1,000 points
(3,200 points minimum exchange. Points can be exchanged in increments of 1,600) 

About Rakuten Points
Rakuten Points is Rakuten’s flagship loyalty points program. Approximately 650 billion points*⁴ are issued annually and a cumulative total of more than 4 trillion Rakuten Points have been issued to date^*5. Rakuten Points can be used for shopping on the Rakuten Ichiba online marketplace, booking accommodations through Rakuten Travel, and other online services across the Rakuten Group. Rakuten Points can also be used offline at over 6 million*⁶ locations including convenience stores, supermarkets, drugstores and restaurants.

Notes
*1 Exchange of ALL reward points starts at 2,000 points or more and is possible in increments of 2,000 points. Exchange of Rakuten Points starts at 3,2000 points or more and is possible in increments of 1,600 points.
*2 Both a Rakuten ID and membership with ALL are required to use this points exchange service.
*3 Official site: https://point.rakuten.co.jp/ (*Japanese page)
*4 Actual total for 2023
*5 As of January 2024
*6 Total number of locations where Rakuten Pay, Rakuten Edy and Rakuten Point Card can be used (As of October 2022)

About ALL
ALL - Accor Live Limitless is a booking platform and loyalty program that enhances the Accor experience during and beyond the hotel stay. Facilitating seamless connection to Accor hotels across 40+ hotel brands in 110 countries, ALL’s booking platform offers an unrivaled choice of stays at the best price, while the loyalty program provides access to a wide variety of rewards, services and experiences, notably with over 100 strategic partners. ALL helps members live their passions every day with over 2,000 worldwide events, from local discoveries to the year’s biggest sporting and musical events and chef masterclasses. Discover ALL at all.com.