Accor bets on paid loyalty as travel subscriptions take off

Hotel loyalty evolves beyond points to connection, community, and instant rewards

Accor Plus CEO Emilie Couton sees the future of hotel loyalty in paid travel subscriptions that deliver immediate value, richer experiences, and a sense of belonging. With the launch of ALL Accor+ Explorer, the brand is expanding its subscription model globally, positioning it as the next evolution of hospitality loyalty in an era defined by personalization and community.

Key takeaways

• Rising subscription economy: The global subscription market is expected to surpass US$2 trillion by 2034, and Accor aims to capture this momentum with its paid loyalty tier.
• Instant value vs. long-term rewards: Unlike free programs that rely on points and status accumulation, Accor+ Explorer offers immediate benefits such as free nights, hotel discounts, dining perks, and instant Gold status.
• Shifting traveller mindset: Members now seek meaningful connections and experiences—like curated dining events and community-driven travel moments—over transactional discounts.
• Premium model performance: Accor Plus’ 450,000 members stay five times more nights and spend 2.3 times more than non-members, demonstrating the tangible ROI of paid loyalty.
• Integration with ALL ecosystem: The reimagined program sits within Accor’s global platform, combining booking, points redemption, and exclusive offers in one seamless interface.
• Future of loyalty: The next decade will bring AI-powered personalization, predictive analytics, gamification, and deeper community engagement—shifting loyalty from a rewards system to a lifestyle platform.

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