Accor’s Strategic Leap in Loyalty with Unified Paid Subscription Brand: ALL Accor+

Accor announces a significant evolution in its subscription program with ALL Accor+, bringing its established subscription offerings under one umbrella to offer travelers enhanced choice, clarity, and integrated benefits.

This strategic innovation unifies a highly successful program established in specific regional markets (Europe, Asia, Brazil), leveraging Accor’s position as a worldwide industry leader in paid subscription. The refreshed, cohesive global structure introduces a transparent, tiered range of options carefully tailored to different member references and travel behaviors and designed to meet an evolving and fast-growing subscription economy.

The refreshed offer is based on four subscription options spanning over 4,500 hotels and 30+ brands worldwide. Each option confers immediate benefits including exclusive stay discounts, accelerated status in the ALL Accor loyalty program, and access to member-only offers.

The new ALL Accor+ structure encompasses:

• ALL Accor+ Explorer: For immersive exploration and elevated privileges
  globally.

• ALL Accor+ Voyager: Expanded savings and added value at 30+ brands
  globally.

• ALL Accor+ ibis: For budget-savvy travellers seeking more value.

• ALL Signature: For accelerated rewards and benefits in Brazil.

The benefits are clear for hotel owners as well as travelers. With its meticulously targeted structure and compelling offer tailored to the most valuable guests – and leveraging the extensive ALL loyalty ecosystem with over 100M+ members – the evolved ALL Accor+ program positions properties within a revenue-optimizing loyalty framework to drive direct bookings and higher engagement. 

By offering tailored benefits such as dining discounts and free nights, the subscription offers an increase in on-property spend, driving supplementary revenue.

A pioneer in the travel subscription market, Accor has consistently adapted its approach to reflect local market needs and customer behaviour – from the launch of AccorPlus in Asia Pacific to the development of ALL Signature in Brazil. This rebrand unifies those regional successes under a single framework.

It also recognizes the ever-growing importance of the subscription economy, projected to reach $1.5 trillion this year after a 435 percent expansion over the last decade – a trend Accor investigated in its #FromChangeToOpportunity report, The New Quality of Time.

Global lifestyles have evolved to become more fluid, enabling more travel and longer stays combining business and leisure. This trend has given rise to a growing market of high-value travelers with high expectations. The two value boosters offered by the entire range of ALL Accor+ options – greater discounts and status acceleration – strengthen the relationship with these clients, ensuring they feel more valued than ever.

The new ALL Accor+ is set to transform Accor’s subscription value proposition, strengthening its role in building lasting guest relationships, driving sustainable performance, and reinforcing Accor’s hospitality industry leadership.

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