Accor reinvents travel loyalty with global subscription relaunch
Aims to lead $2 trillion subscription economy with premium member benefits and tech-driven engagement
Accor is transforming its long-standing Asia Pacific loyalty program, Accor Plus, into a more globally integrated, premium offering called ALL Accor+ Explorer. The relaunch, effective October 1, 2025, aims to deliver instant benefits, strengthen member engagement, and position Accor as a leader in the fast-growing travel subscription space.
Key takeaways
- ALL Accor+ Explorer launch: The new subscription offers instant perks like Gold status, two free nights annually, exclusive global discounts, and event access.
- Stronger member loyalty and spend: Subscribers stay five times more nights and spend 2.3 times more than non-members, underscoring the program’s effectiveness.
- Targeting the $2 trillion subscription economy: Accor sees travel subscriptions as an underserved market and a major growth opportunity within the broader subscription economy.
- Research-driven redesign: Insights from over 7,000 members show demand for value, recognition, exclusive experiences, and seamless rewards.
- Focus on emotional connection: Accor’s goal is not just savings, but helping members feel seen, valued, and part of a community.
- Future of loyalty: beyond points: Emerging technologies like AI will drive personalization, automation, and gamified engagement strategies such as badges and leaderboards.
- Building a lifestyle ecosystem: Accor envisions travel loyalty evolving into a platform for community, lifestyle access, and personalized experiences.
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