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Accor Plus has released a comprehensive report, ‘The New Travel Value Exchange’, detailing consumer attitudes towards travel loyalty subscriptions. Conducted over a year with 7,078 participants across 11 markets, the research informed the revamp of Accor Plus’ loyalty programme, ALL Accor+ Explorer, launched on 1 October 2025. The study, in collaboration with consultancy Forethought, highlights what attracts and retains members in paid loyalty schemes.
The report reveals that stay benefits and price are the primary factors influencing membership choices, accounting for 62% of decisions. Complimentary nights emerged as the most preferred benefit. Cost remains the strongest factor for subscription renewal at 23%, followed by communication frequency and community engagement.
Emilie Couton, CEO of Accor Plus, noted, “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.”
The findings underscore the importance of consistent benefit delivery and member recognition. The revamped ALL Accor+ Explorer programme consolidates previous offerings, simplifying access through the ALL Accor App. Since its launch, members have shown increased engagement, with nearly 60% completing multiple stays and a 20% rise in commercial contribution per member.
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 report is available for download, providing valuable insights for industry stakeholders.
This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
The post Accor Plus unveils travel loyalty insights appeared first on Travel Daily Media.
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