Exclusive: how Accor is repositioning travel subscription to tap into $2 trillion opportunity
A rebrand to ALL Accor+, set to come into effect on October 1, 2025, will see all 450,000 existing Accor Plus members transitioned to ALL Accor+ Explorer, a premium offering which the company says will deliver more value and elevated experiences.
ALL Accor+ Explorer members are guaranteed Gold status or higher in Accor’s free global loyalty programme, ALL, two nights free every year, exclusive global discounts on accommodation, drinks and dining, and priority access to events.
With the global subscription economy growing in market size and popularity across many industries, Accor Plus is confident that more consumers are poised to adopt travel subscription services in what is says is an “underserved” category.
Speaking exclusively to HM and Wayfarer, recently appointed CEO of the Accor Plus business, Emilie Couton, said the travel loyalty landscape presents a huge opportunity.
“We live in a strong subscription economy, with estimates that the market is likely to double or quadruple to more than $2 trillion globally by 2034,” Couton said.
“We’ve found that by offering greater benefits, our members are growing in loyalty and spending more with us as a result.”
While most free loyalty programmes offer longer-term benefits such as earning points and status over time, paid subscriptions like these have been designed to offer instant benefits, Couton explained.
With a “highly engaged” member base and a strategy based on delivering benefits for all parties, Couton says ALL Accor+ Explorer aims to lead the future of loyalty subscription.
“Last year, our members stayed more than 3.1 million nights at Accor hotels, 5 times more nights than non-members and 2.3 times more in spend,” she said.
“The strategy behind our long-running and successful subscription programme is that it is designed to be genuinely beneficial for all parties.
“We deliver unmatched value to our members, and in turn, this drives increased loyalty and spend with our hotels, bars and restaurants around the Asia Pacific region. It’s a win-win for all involved.”
In preparation for the redesign of its loyalty subscription, Accor Plus conducted extensive research amongst a pool of more than 7,000 members and travellers.
The research found that travellers are looking for a seamless booking and rewards experience, exclusive events, unique experiences and value for money.
“Our Accor Plus members seek value, yes, but more than that, they’re seeking meaning. They want to feel like they belong and that their loyalty is seen and appreciated,” Couton said.
“Our community is made up of frequent travellers, who travel for leisure, business or both. They look to us for consistent savings, upgrades and increased recognition, which is why we have increased our hotel discount to 15% and now offer it globally.
“Travellers today, like our Accor Plus members, are smart when it comes to seeking value from loyalty programmes.
“Price will always be a key consideration, but they still weigh up the value of a premium experience alongside the tangible ROI they get from travel loyalty.”
Advancements in technology are expected to have a significant impact on travel loyalty over the coming years, with Couton pointing to opportunities for greater personalisation and automated customer services.
“Over the next 5-10 years, I believe we’ll see the sector move significantly beyond traditional transactional rewards, towards building communities and offering access to desired lifestyles,” she said.
“Emerging technologies, especially AI, will play a crucial role in this evolution. With more AI-driven technology in use across the industry, we can expect to see more finely-tuned services for members.
“Beyond points and perks, we will probably see other engagement strategies like gamification come into play. Think badges, challenges, and leaderboards. These elements will become increasingly important for actively engaging members and fostering a stronger sense of belonging within a brand’s ecosystem.”