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Reimagining Travel Loyalty: Accor's Strategic Shift

by Ruth Hogan

August 07, 2025

Accor, a leader in the hospitality sector, is set to revamp its travel loyalty subscription model, Accor Plus, marking a pivotal change after 30 years of operation.

By rebranding to ALL Accor+, scheduled for launch on October 1, 2025, the company aims to transition all existing Accor Plus subscribers to a new premium tier titled ALL Accor+ Explorer. This revamped offering promises to enhance customer value with more rewarding experiences.

Accor Plus Overhaul Highlights

The reimagined subscription will grant ALL Accor+ Explorer members guaranteed Gold status or higher within Accor’s complimentary global loyalty programme, ALL. Members can expect exciting perks such as:

• Two complimentary nights each year
• Exclusive discounts on accommodations, dining, and beverages
• Priority access to events worldwide

With the travel subscription sector growing rapidly, projected to reach an estimated $2 trillion globally by 2034, Accor Plus recognizes the potential for further consumer engagement in this “underserved” category. As noted by Accor's recently appointed CEO for the Plus division, Emilie Couton, this represents a significant prospect for brand loyalty expansion.

The Subscription Economy: A Booming Industry

According to Couton, the worldwide subscription market is expected to grow two to four times larger over the next decade. "By providing enhanced benefits, we are not only fostering loyalty but also encouraging increased consumer spending," she remarked. Unlike traditional loyalty programs that focus on accumulating points over time, their subscription model is tailored to deliver immediate benefits.

Last year alone, subscribers booked over 3.1 million nights at Accor hotels, showcasing a remarkable fivefold increase in nights stayed compared to non-subscribers and a spending increase of 2.3 times.

Understanding Traveler Expectations

In anticipation of this transformation, Accor Plus conducted in-depth research involving over 7,000 members and travelers. The findings revealed that modern travelers desire:

1. A seamless booking and rewards experience
2. Exclusive events and unique experiences
3. Value for their money

As Couton points out, "Our community consists of frequent travelers, whether for leisure, business, or a blend of both. They require consistent savings, upgrades, and enhanced recognition, prompting us to raise our hotel discounts to 15% globally.”

Looking Ahead: Innovation and Engagement

Technology advancements are on the horizon, promising to reshape travel loyalty in the upcoming years. Couton has highlighted that emerging technologies, particularly AI, will facilitate greater personalization and automation in customer service.

Over the next 5-10 years, the landscape is expected to move beyond basic transactional rewards towards fostering communities and facilitating lifestyle access. "We anticipate seeing elements like gamification—think badges, challenges, and leaderboards—becoming integral to engaging members and creating a robust sense of belonging within our brand ecosystem,” she added.

A Rich History in Loyalty Programs

Accor's decision to revitalize its subscription model is not merely about refreshing its image; it acknowledges the changing landscape of consumer loyalty. Traditionally, travel loyalty programs prioritized long-term benefits, often leading to customer disengagement. However, by focusing on immediate rewards and customer engagement, Accor aims to redefine the norms of loyalty.

The travel industry has witnessed a significant shift towards subscription-based models, evidenced by airlines, hotels, and online platforms alike adopting this approach. The synergy between technology and loyalty strategies is creating more meaningful interactions between brands and consumers, bridging the gap between needs and rewards.

Implications for International Tourism

The development and expansion of travel subscription services reflect broader trends in international tourism that are increasingly shifting towards experiential and personalized offerings. As destinations adapt to these evolving consumer needs, opportunities for innovation abound.

Given the interconnected nature of the tourism industry, new travel subscription services like ALL Accor+ Explorer are poised to influence how travelers experience different regions around the globe. Enhanced loyalty programs can potentially increase the frequency of travel to various destinations, making them more appealing for tourism authorities and stakeholders.

Conclusion

Accor's commitment to revitalizing its travel loyalty subscription strategy aligns seamlessly with the growing demands of today's consumers. By prioritizing value, immediate benefits, and enhanced user experience, it positions itself to capitalize on the expanding subscription economy.

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