Emilie Couton CEO Accor PlusAccor Plus has released a report titled The New Travel Value Exchange, examining consumer attitudes towards paid travel loyalty memberships.
The study surveyed 7,078 participants across 11 markets over a year. Accor Plus used the findings to develop ALL Accor+ Explorer, its revamped loyalty programme, which launched on 1 October 2025.
Accor Plus developed the report with strategy consultancy Forethought. It examines what attracts consumers to paid memberships and what keeps them engaged. The findings highlight the importance of delivering ongoing value to retain members.
Emilie Couton, CEO of Accor Plus, said the company was sharing its research findings alongside its experience of applying them through ALL Accor+ Explorer.
“For the first time, we’re sharing these findings alongside our experience of putting them into practice, offering the broader industry insights into what travellers value in paid membership and what gives them reasons to stay,” she said.
The report offers insights into consumer expectations and how travel businesses can strengthen their loyalty programmes. Its findings could help providers refine their membership strategies as the travel sector evolves.
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