How Accor is Transforming Travel Subscriptions to Capture a $2 Trillion Market

Revamping Loyalty Programs

In a bold move, Accor is set to transform its travel subscription service, Accor Plus, which has been a staple in the market for over 30 years. This rebranding introduces the ALL Accor+ program, launching on October 1, 2025. With a fresh new format, all existing members will transition to the ALL Accor+ Explorer tier, boasting enhanced value and premium experiences. As part of this initiative, members will enjoy guaranteed Gold status or higher in Accor’s global loyalty framework, along with two complimentary nights each year, exclusive discounts on accommodation, dining, and drinks, and priority access to various events.

The Growing Subscription Economy

Accor is capitalizing on the burgeoning subscription economy, which is anticipated to reach over $2 trillion globally by 2034. With many consumers increasingly inclined to adopt travel subscriptions, Accor is confident that this category remains “underserved.” Emilie Couton, the CEO of Accor Plus, recently emphasized how the travel loyalty landscape presents significant opportunities, noting, “We live in a strong subscription economy, with estimates that the market is likely to double or quadruple.” By implementing improved benefits, Accor has discovered that loyal customers tend to spend more, proving the effectiveness of the revamped loyalty program.

Maximizing Member Benefits

Research shows that last year, members of the Accor Plus program stayed approximately 3.1 million nights at Accor properties, spending significantly more than non-members. The strategy behind the loyalty program is to foster genuine benefits for all involved—members receive exceptional value, while the hotels, bars, and restaurants receive increased loyalty and spending. It’s a classic win-win scenario.

Understanding Traveler Expectations

As Accor gears up for this notable transformation, extensive research conducted among over 7,000 members sheds light on traveler priorities. Customers today desire seamless booking systems, rewarding loyalty schemes, unique experiences, and, importantly, exceptional value for their money. Couton highlights that members seek not just monetary value but a meaningful connection, emphasizing the need for recognition of their loyalty.

Frequent travelers tend to prioritize consistent savings, upgrade opportunities, and a sense of belonging. To respond to these demands, Accor has increased its hotel discount globally to 15%. Travelers, now more than ever, are discerning about the experiences they pursue, often weighing premium options against tangible returns from loyalty programs.

The Future of Travel Loyalty

With technological advancements on the horizon, the structure of travel loyalty programs is expected to evolve significantly. Couton foresees increasing personalization and automated services within the travel industry, pivoting away from traditional transactional incentives towards building vibrant communities around brand engagement. Advanced technologies, particularly artificial intelligence, will drive the creation of finely-tuned services for members.

The future could introduce gamification elements such as challenges, badges, and leaderboards to enhance member participation, fostering a deeper sense of belonging within a brand’s community.

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Accor’s rebranding of its loyalty program marks a significant step in adapting to the evolving travel landscape. The increasing embrace of travel subscriptions paves the way for richer customer experiences, set to be shaped by emerging technological advancements. While research and reviews provide valuable insights, nothing compares to firsthand experience. On platforms like GetTransfer.com, users can hire a car with a driver from verified providers at competitive prices, ensuring they make informed choices without hidden costs. With a vast array of vehicle options and additional services available, travelers can enjoy affordability, convenience, and transparency during their journeys. Start planning your next adventure and secure your worldwide transfer with GetTransfer.