Accor is deepening its subscription play in the Middle East with a major expansion of ALL Accor+ Explorer, adding more than 80 hotels across nine new markets from 1 October. The move extends the programme's reach into Bahrain, Egypt, Iraq, Jordan, Kuwait, Lebanon, Oman, Qatar, Saudi Arabia, and Pakistan, giving members based in Asia Pacific and the UAE access to a significantly wider footprint.
The expansion lifts the ALL Accor+ Explorer network to more than 1,400 hotels, 1,800 restaurants, and 1,300 bars across 30 countries. That marks a substantial jump from the programme's initial UAE rollout in May, which has already attracted over 485,000 members. For Accor, the subscription model is becoming a key retention and loyalty tool, particularly as travel demand in the Gulf and broader Middle East continues to rebound.
Strategic growth for Accor's subscription model
Steven McArthur, Director at Buzz Group, the travel and lifestyle consultancy, underscored the strategic importance of the expansion. “This gives members more ways to stay, dine, and explore across the region,” he said, pointing to the increased flexibility and choice that the new markets bring. The move is expected to enhance the overall travel and hospitality experience for Accor Plus members, who can now leverage their benefits across a much larger portfolio of properties.
Accor's subscription strategy is part of a broader push to lock in customer loyalty and drive direct bookings, a priority for hotel groups as they compete with online travel agencies. The expansion also aligns with Accor's ambition to solidify its presence in the Middle East, a region where the group already operates a strong portfolio of luxury and lifestyle brands, including Raffles, Fairmont, Sofitel, and MGallery.
For travel professionals, the development signals a growing trend of hotel groups using subscription-based perks to differentiate themselves. Accor+ Explorer offers members benefits such as room upgrades, dining discounts, and exclusive experiences, which can be particularly attractive to frequent travellers and corporate clients. The programme's growth also creates new opportunities for travel agents and tour operators to package Accor+ memberships as value-adds for their clients.
The expansion comes at a time when the Middle East is seeing a surge in both leisure and business travel, driven by major events, infrastructure investment, and the continued recovery of international tourism. With the addition of these new markets, Accor is positioning itself to capture a larger share of this demand, particularly from travellers in Asia Pacific who are increasingly looking to explore the region.
Industry observers note that the subscription model is not just about discounts; it's about building a community of loyal guests. By expanding the network, Accor is effectively giving its members more reasons to stay within the ecosystem, whether they're travelling for business or leisure. The programme's growth also reflects a broader shift in the hospitality industry towards experience-driven loyalty, where benefits extend beyond the hotel room to dining, bars, and local experiences.
For agents and travel advisors, the expanded network means more options to recommend to clients, especially those planning multi-country itineraries in the Middle East. The ability to offer a consistent set of benefits across a wide range of properties can be a powerful selling point, particularly for corporate travel managers looking to streamline their hotel programmes.
Accor has not disclosed specific membership targets for the expanded programme, but the company's continued investment in the subscription model suggests it sees significant growth potential. As the programme matures, it will be interesting to see how Accor integrates the new markets with its existing loyalty ecosystem, and whether it will extend the offering to other regions in the future.
The expansion also has implications for the broader travel industry, as hotel groups increasingly look to subscription models to drive direct engagement. With over 485,000 members already in the UAE alone, Accor+ Explorer is proving that there is strong appetite for such programmes. As the network grows, it could become a benchmark for how hotel loyalty is evolving in the post-pandemic era.
