Accor Plus, the leading travel and hospitality loyalty subscription programme in the Asia Pacific, is set to usher in a new era under the ALL Accor+ brand.
Beginning 1st October of this year, all existing memberships will upgrade to ALL Accor+ Explorer, unified under a premium flagship product.
Members will experience greater value with guaranteed ALL Accor Gold status or higher in Accor’s free global loyalty programme, two nights free every year and expanded global discounts.
The reimagined ALL Accor+ Explorer sets a new benchmark for travel loyalty subscriptions, delivering more value, recognition and elevated experiences than any other subscription in the region.
This next chapter reflects Accor Plus’s enduring commitment to innovation, continually evolving to meet the needs of today’s most discerning travellers, and staying ahead of what’s next.
With over three decades of growth, the programme today delights more than 450,000 members across Asia Pacific, and the new ALL Accor+ Explorer is designed to lead the future of loyalty subscription.
Game-changer
With the global subscription economy gaining in market size and popularity across many industries, more consumers are poised to adopt travel subscription services in an underserved category.
Accor Plus chief executive Emilie Couton said of the revitalised programme: “Accor Plus has pioneered travel subscriptions in Asia Pacific for over 30 years, uniquely positioning us to meet the rising demand in this category across the region. We go far beyond providing exceptional value to members with the ALL Accor+ Explorer membership, driving loyalty through exclusive access to benefits and experiences, and building a community of like-minded travellers who are explorers at heart.”
The enhanced ALL Accor+ Explorer membership reflects what members truly value thanks to a range of elevated benefits that include:
- More Free Stays: Two Stay Plus FREE Nights annually across Asia Pacific;
- Red Hot Rooms: Up to 50 percent off hotel stays with Red Hot Rooms in Asia Pacific;
- Access More: 15 percent off the public rate at 30+ hotel brands across 4,500+ Accor hotels worldwide;
- Exclusive Dining Savings: 30 percent discount on dining and 15 percent discount on drinks at over 1,600 restaurants and more than 1,200 bars across the Asia Pacific;
- Guaranteed ALL Accor Gold Status: Qualify for instant ALL Accor Gold status or higher with a bonus of 30 Status Nights each year. Gold Status benefits include room upgrades, early check-in, late check-out wherever available; and
- Exclusive Member-Only Events and Offers: Priority access to limited-time benefits and unforgettable experiences.
Research-based development
To guide the design of the upgraded membership benefits, the Accor Plus team conducted extensive research with members throughout Asia Pacific.
As Couton explains: “Over the past 18 months, Accor Plus has listened closely to our members, our hotel teams, and our people. We’ve combined that with data insights and research to understand what truly matters to today’s traveller, and where loyalty needs to go next. Today’s members are looking for more: more value, more recognition, more consistency, and more meaningful experiences. ALL Accor+ Explorer is a strategic enhancement built for discerning travellers who want more than perks. With ALL Accor+ Explorer, we’re once again reimagining what loyalty and subscription can be, delivering lasting value and travel experiences that truly stay with you. Because for us, loyalty isn’t just a programme, it’s how we make people feel every time they travel.”
That said, the refreshed ALL Accor+ loyalty subscription brand brings opportunities for strategic growth and builds on its strong connection with Accor’s global free loyalty and booking platform, ALL Accor.
ALL Accor+ is seamlessly integrated within the ALL Accor global loyalty ecosystem, allowing members to effortlessly apply ALL Accor+ membership benefits, whilst simultaneously earning and redeeming ALL Accor Reward points and accumulating Status Nights through its unified booking platform and mobile app.
This integration simplifies the customer journey and rewards into a frictionless process that enhances the overall travel and booking experience. Accor Plus’ over 450,000 members are highly engaged, staying five times more nights than nonmembers, with over 3.1 million nights at Accor hotels in 2024.
They also redeemed more than one billion ALL Accor Reward points and accessed more than 2,300 exclusive offers for unforgettable stays and experiences.
ALL Accor+ Explorer benefits will be available at 25+ Accor hotel brands across Asia Pacific, including Raffles, Sofitel Legend, Fairmont, Sofitel, MGallery, 25hours, Hyde, Mondrian, Mama Shelter, SO/, Art Series, Pullman, Swissôtel, Mövenpick, Grand Mercure, Peppers, The Sebel, Mantra, Handwritten Collection, Novotel, Mercure, Tribe, Neqta, BreakFree, ibis, ibis Styles, and ibis Budget.
Additional perks include 15 percent off hotel stays at over 30 hotel brands worldwide, along with ALL Accor Gold status or higher privileges.
All members with an active Accor Plus subscription will be upgraded to an ALL Accor+ Explorer membership from 1st October.
Meanwhile, new members can experience all the benefits of an ALL Accor+ Explorer membership for an annual subscription of INR 19,499.
