Accor Plus has unveiled a comprehensive study, The New Travel Value Exchange, that directly informed the redesign of its paid loyalty subscription, ALL Accor+ Explorer. The revamped programme, which launched on 1 October 2025, consolidates previous offerings and simplifies access through the ALL Accor App, aiming to better align with what travellers actually value in a subscription model.
The research, conducted over 12 months with 7,078 participants across 11 markets in collaboration with consultancy Forethought, identifies stay benefits and price as the dominant factors in membership decisions, together accounting for 62% of choices. Complimentary nights emerged as the most sought-after benefit, while cost remains the strongest driver for renewal at 23%, followed by communication frequency and community engagement.
Emilie Couton, CEO of Accor Plus, commented: “Consumers are subscription-savvy and accustomed to paying for services that deliver clear, relevant value. The tension is that loyalty is still often framed around points, discounts and perks, when the value travellers are seeking goes further.”
Key findings and programme changes
The report underscores the importance of consistent benefit delivery and member recognition. In response, ALL Accor+ Explorer now offers a more streamlined set of perks, with a focus on stay-related benefits such as room upgrades, late checkout, and dining discounts across Accor’s portfolio. The programme also integrates more deeply with the ALL Accor App, allowing members to manage their benefits and bookings in one place.
Early results since the launch are encouraging: nearly 60% of members have completed multiple stays, and commercial contribution per member has risen by 20%. These metrics suggest that the revised value proposition is resonating with travellers who are increasingly selective about which loyalty programmes they invest in.
The study also highlights a broader industry trend: travellers are moving away from traditional points-based loyalty towards subscription models that deliver immediate, tangible value. This shift is particularly relevant for hoteliers and travel brands looking to build long-term customer relationships in a competitive market.
Following its expansion in the Middle East, ALL Accor+ Explorer now operates in 30 countries, offering exclusive benefits across 1,400 hotels, 1,800 restaurants, and 1,300 bars. The programme’s growth reflects Accor’s strategy to position loyalty as a core revenue stream, not just a marketing tool.
For travel professionals, the report offers actionable insights into consumer preferences for paid loyalty schemes. As the industry continues to evolve, understanding the balance between price, benefits, and engagement will be critical for designing programmes that retain members and drive incremental revenue.
The full report is available for download, providing a detailed breakdown of regional differences and demographic trends. Accor Plus plans to use these findings to refine its offerings further, ensuring that ALL Accor+ Explorer remains competitive in a crowded loyalty landscape.
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