<![CDATA[Online Travel Agencies (OTAs) provide market reach and comparison convenience, but they also increase hotel distribution costs and restrict hotels’ access to customer data. One strategy for strengthening direct channels is the integration of hotel loyalty programmes with co-branded credit cards. This study examines how the ALL–Accor Live Limitless and CIMB Niaga collaboration creates customer value and encourages consumers to transact through Accor’s direct channels. A qualitative approach combining a systematic literature review and a single-case study was employed. Academic literature on loyalty programmes, perceived value, switching barriers, hotel distribution, and direct booking was thematically analysed together with official ALL and CIMB Niaga documents. The findings identify four mechanisms: accelerated point earning from everyday expenditure, membership status and social recognition, enhanced economic and experiential benefits, and channel conditioning. ALL’s terms specify that stays booked through third-party OTAs are not eligible for points or status nights, structurally directing members toward ALL.com, the ALL app, Accor reservation centres, or participating hotels. The World card reinforces this mechanism through instant Gold status, welcome points, a higher earning rate, and ALL Accor+ Explorer membership subject to spending requirements. However, causal effects cannot be claimed because the study does not use transaction data or cardholder surveys. Programme effectiveness depends on ease of use, transparent point value, consistent delivery of benefits, and clear communication of the combined value proposition.]]>
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