The End of Accor Plus: How ALL Accor+ is Reshaping Travel Subscriptions
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Accor Expands Global Footprint with New Premium Subscription, Reshapes Travel Loyalty
#AccorLiveLimitless #AllAccor #TravelLoyalty #HospitalityTrends #AccorPlus #HotelMarketing #HotelierIndonesia
ALL Accor+ Explorer establishes a new and unmatched industry benchmark for travel loyalty subscriptions.
With this latest shift, subscriptions are emerging as the next frontier in global travel.
With more than 450,000 loyal members, Accor Plus has led the way in travel subscriptions in Asia Pacific for over 30 years.
[SINGAPORE, Wednesday, 1 October 2025] – Accor Plus, Accor's leading subscription business, today launches its new premium global travel subscription, ALL Accor+ Explorer. It’s the first subscription to feature the new ALL Accor+ global brand, as the business looks to expand into new key markets next year.
The global subscription market has grown rapidly and is on track to reach over $2 trillion USD by 2034. While travel subscriptions have so far been underrepresented, the sector is poised for major growth.
“Membership success in the modern subscription economy comes down to one thing: consistently delivering value," said Emilie Couton, CEO, Accor Plus. “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,” said Couton.
The launch of ALL Accor+ Explorer sets a new standard for travel loyalty subscriptions globally. 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.
The 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 5 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.
Accor Plus has 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.
Recently, Accor evolved its paid subscription loyalty framework with a unified global brand: ALL Accor+. "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,” added Couton. "With global pricing and greater brands worldwide, we’re expanding our footprint to meet our members wherever their travels take them."
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. It will be responsible for developing, selling and managing ALL Accor+ in Asia Pacific and future markets.
“Accor’s global loyalty subscription blueprint was built on the solid foundation, innovation and legacy of Accor Plus in Asia Pacific. The region’s success for over 30 years has demonstrated the strength of the subscription model, which represents a key strategic direction for Accor. We anticipate paid subscriptions to be a pivotal trend in the future of travel, and we are well positioned to meet this demand,” said Mehdi Hemici, Chief Loyalty & Ecommerce Officer, Accor.
Before designing the premium subscription, Accor Plus conducted its most extensive research to date. The team surveyed over 7,000 members and frequent travellers, and more than 200 hotel stakeholders across Accor brands in 11 markets. The collated feedback helped shape the new offer, which now includes two free nights, expanded savings across dining and stays and Gold status or higher with Accor’s free global loyalty programme, ALL Accor. The new premium travel subscription offers a guaranteed 15% off room rates from more than 4,500 Accor hotels and 30 hotel brands, now available worldwide. Members also gain exclusive access to special offers, immersive experiences and unforgettable events.
ALL Accor+ Explorer subscription appeals to all traveller types, from luxury seekers to business travellers, digital nomads to couples and families. The annual ALL Accor+ Explorer subscription, priced at $229 USD, is expected to deliver an average of $712 USD per member in additional savings on stays and dining each year.
The subscription is fully integrated with ALL Accor, the free global loyalty programme and booking platform for Accor. Members can now seamlessly manage everything—from booking and applying subscription benefits to tracking points and status and redeeming rewards—all within one platform and app.
Benefits can be enjoyed 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, BreakFree, ibis, ibis Styles and ibis Budget. Discounted room rates are available globally at the above hotel brands as well as Emblems, Adagio, and greet.
As of today, all existing Accor Plus members have also been upgraded to the premium subscription.
1. Based on 2034 forecasts from multiple research companies, including Market.us, DMR and Wissen.3. Research conducted by Forethought Research in October 2024 across 11 countries.
4. Estimated average savings per member annually.
About ALL Accor+ Explorer
Members gain access to elevated benefits, including:
- More Free Stays: 2 Stay Plus FREE Nights annually across Asia Pacific.
- Red Hot Rooms: Up to 50% off hotel stays with Red Hot Rooms in Asia Pacific.
- Access More: 15% off public rates at 4,500+ Accor hotels worldwide.
- Exclusive Dining Savings: 30% off dining and 15% off drinks across 1,600+ restaurants and 1,200+ bars in Asia Pacific.
- Guaranteed ALL Accor Gold Status with bonus 30 Status Nights annually.
- Exclusive Member-Only Events and Offers.
Brand Architecture Explained
- Accor is the parent company.
- Accor Plus develops, sells, and manages ALL Accor+ Explorer.
- ALL Accor is the free loyalty programme and booking platform.
- ALL Accor+ is the name of the loyalty subscription offering.
- ALL Accor+ Explorer is the premium product.
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 free hotel nights, dining privileges and more. Discover more at www.accorplus.com. Connect with us @accorplus.
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