Global hospitality group Accor announced that its subscription business Accor Plus has launched its new premium global travel subscription, ALL Accor+ Explorer.
Launched on Wednesday, 1st October, ALL Accor+ Explorer is the first subscription to feature the new ALL Accor+ global brand, as the business looks to expand into new key markets next year.
The launch of ALL Accor+ Explorer sets a new standard for travel loyalty subscriptions globally.
According to Accor Plus chief executive Emilie Couton: “Membership success in the modern subscription economy comes down to one thing: consistently delivering value. With ALL Accor+ Explorer, we've designed a powerful new model that integrates the benefits of Accor's free global loyalty programme and elevates them with the exceptional value, generous benefits and exclusive access of a paid subscription. It's an offering that gives our most engaged members more than ever.”
The subscription is the next evolution of the successful Accor Plus business, which has been carefully refined over three decades.
What began in Australia to boost restaurant patronage has evolved into a driving force across the Asia Pacific region and has been fully owned by Accor since 2017. Its thriving community of highly engaged members has grown to over 450,000 members.
While the name of the travel loyalty subscription programme has recently changed to ALL Accor+, the company behind it will still operate as Accor Plus.
As such, it will be responsible for developing, selling and managing ALL Accor+ in Asia Pacific and future markets.
Changing the game
Recently, Accor evolved its paid subscription loyalty framework with a unified global brand: ALL Accor+, something the has prompted Coutin to say: "The evolution of our travel loyalty subscription programme to ALL Accor+ unifies and consolidates the global loyalty model, allowing us to deliver a more seamless customer journey. With global pricing and greater brands worldwide, we’re expanding our footprint to meet our members wherever their travels take them."
That said, the enhanced programme is a clear driver of loyalty for Accor and offers tangible advantages for hotel owners and partners.
Last year alone, Accor Plus members stayed five times more nights than non-members, with over 3.1 million nights at Accor hotels in 2024.
Through direct bookings, incentivised repeat stays, and on-property spend, the subscription delivers exceptional benefits to members while generating incremental revenue for participating hotels.
At the same time, Accor Plus formed partnerships with leading brands across Asia Pacific, such as American Express, Qantas Business Rewards, Woori Card, CIMB Niaga, and Axis Bank, providing differentiated value that enhances the partners’ own offerings.
These collaborations help partners acquire, retain, and engage high-value customers in the premium travel lifestyle category, while also supporting new member growth across the Accor ecosystem.
