Accor Plus has published a new research report, The New Travel Value Exchange, that examines what prompts travelers to pay for loyalty memberships and what keeps them renewing. The study, conducted with strategy consultancy Forethought, surveyed 7,078 consumers across 11 markets over a 12-month period.
The findings directly shaped the development of ALL Accor+ Explorer, the revamped loyalty program that Accor Plus rolled out on 1 October 2025. The program is part of the group's broader push to deepen engagement with frequent travelers across its portfolio of brands, which includes Sofitel, Fairmont, Pullman, Novotel and ibis.
Ongoing value is the key to retention
The report highlights that delivering consistent, tangible value is the single most important factor in keeping paid members engaged. One-off perks are not enough; travelers expect benefits that evolve with their usage and preferences. This insight is particularly relevant for hotel groups and airlines that have been expanding their paid membership tiers in recent years.
Emilie Couton, CEO of Accor Plus, said the company is sharing its research findings alongside its practical experience applying them through ALL Accor+ Explorer. “For the first time, we’re sharing these findings alongside our experience of putting them into practice, offering the broader industry insights into what travellers value in paid membership and what gives them reasons to stay,” she said.
The report's release comes as Accor continues to expand its footprint across Asia, with the group recently signing 30 new hotels across the region, led by midscale and franchising growth. That expansion underscores the importance of loyalty programs in driving repeat business across a diverse portfolio.
For travel industry professionals, the findings offer a data-driven look at how to structure paid loyalty offerings. The report suggests that members are more likely to stay when they perceive the program as flexible, with benefits that can be used across multiple brands and touchpoints—a model that Accor Plus has adopted with ALL Accor+ Explorer.
The research also points to the growing importance of personalization in loyalty. Travelers want offers that reflect their individual travel patterns, whether they are frequent business flyers on routes like Singapore–Sydney or leisure travelers exploring new destinations. This aligns with broader trends in the industry, as seen in Asia-Pacific's role in driving global travel spending.
Accor Plus's approach mirrors moves by other loyalty programs, such as those operated by major airlines and hotel groups, to add paid tiers that offer enhanced benefits. The report's insights could help providers refine their membership strategies as the travel sector evolves.
With the launch of ALL Accor+ Explorer, Accor Plus is betting that a deeper understanding of what travelers value will translate into higher retention rates and stronger lifetime value. The program includes a range of benefits, from dining discounts to room upgrades, designed to appeal to both business and leisure travelers.
The full report is available to industry stakeholders, and Accor Plus is expected to use the findings to continue iterating on its loyalty offerings. As the competition for traveler loyalty intensifies, data-driven approaches like this will be critical for staying ahead.
