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Accor’s subscription programme ALL Accor+ Explorer has been recognised at the Asia Pacific Loyalty Awards, reflecting broader shifts in how travellers engage with accommodation and loyalty programmes.
The programme, relaunched in 2025, brought together more than 450,000 members across 20 markets into a single platform, marking a significant change in how the company approaches customer engagement.
Loyalty evolving beyond points
The relaunch reflects a wider industry trend towards experience-led loyalty, with travellers seeking added value through dining, wellness and travel experiences, rather than traditional points-based rewards.
Accor Plus chief executive Emilie Couton says the programme was designed to respond to changing customer expectations.
“This relaunch required a bold reimagining of what a subscription can achieve,” Emilie says.
Supporting repeat visitation
Loyalty programmes play an increasing role in influencing travel decisions, particularly in competitive markets across Asia Pacific.
By offering a combination of accommodation benefits and experience-based incentives, operators aim to encourage repeat visitation and longer stays.
Implications for tourism
The growth of subscription-style loyalty programmes highlights the importance of customer retention in the tourism sector, alongside attracting new visitors.
For destinations such as New Zealand, these programmes can help drive return travel and increase engagement across accommodation, dining and wider visitor experiences.
