Pullman Singapore Orchard, part of Accor Plus network


To guide the design of the upgraded membership benefits, the Accor Plus team conducted extensive research in July 2025 with more than 7,000 members and over 200 hotels across 12 countries, including Australia, New Zealand, India, Singapore, Indonesia, Philippines, Vietnam, Thailand, Japan, Hong Kong, South Korea, and Malaysia.

“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,” said Couton.

“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.”

The refreshed ALL Accor+ loyalty subscription brand 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 while 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’ 450,000+ members are highly engaged, staying five times more nights than non-members, with over 3.1 million nights at Accor hotels in 2024. They also redeemed more than one billion ALL Accor Reward points and accessed over 2,300 exclusive offers for unforgettable stays and experiences.

ALL Accor+ Explorer benefits will be available at over 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% 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 1 October 2025. New members can experience all the benefits of an ALL Accor+ Explorer membership for an annual subscription of IDR 3,599,000.


A Unified Brand Ecosystem

Accor

The corporate parent that oversees all hotel brands, loyalty, distribution, and business operations across the ecosystem.

Accor Plus

Accor Plus develops, sells, and manages ALL Accor+ Explorer.

ALL Accor

The free global loyalty programme and booking platform.

ALL Accor+

The paid subscription programme that offers a loyalty subscription line of products.


ALL Accor+ Explorer

The premium product of the ALL Accor+ subscription line, replacing all existing Accor Plus memberships on 1 October 2025.


About Accor Plus

Accor Plus is Accor’s loyalty subscription business and the operator of its flagship ALL Accor+ Explorer membership. Founded in Sydney in 1994, Accor Plus has led the loyalty subscription category in the Asia-Pacific region for over 30 years, delivering exclusive experiences and value to more than 450,000 members across 20 countries.

As a wholly owned subsidiary of Accor, Accor Plus develops, sells, and manages membership subscriptions, including the premium ALL Accor+ Explorer product. Members gain exclusive access to worldwide savings from a portfolio of brands, Gold ALL Accor status or higher, and access to complimentary hotel nights, dining privileges, and more.

For more information, visit the Accor Plus website or connect with Accor Plus on Instagram.