Accor Plus has launched a complete report, ‘The New Journey Worth Trade’, detailing shopper attitudes in direction of journey loyalty subscriptions. Performed over a 12 months with 7,078 contributors throughout 11 markets, the analysis knowledgeable the revamp of Accor Plus’ loyalty programme, ALL Accor+ Explorer, launched on 1 October 2025. The examine, in collaboration with consultancy Forethought, highlights what attracts and retains members in paid loyalty schemes.
The report reveals that keep advantages and value are the first components influencing membership decisions, accounting for 62% of choices. Complimentary nights emerged as probably the most most popular profit. Value stays the strongest issue for subscription renewal at 23%, adopted by communication frequency and neighborhood engagement.
Emilie Couton, CEO of Accor Plus, famous, “Customers are subscription-savvy and accustomed to paying for providers that ship clear, related worth. The stress is that loyalty remains to be usually framed round factors, reductions and perks, when the worth travellers are searching for goes additional.”
The findings underscore the significance of constant profit supply and member recognition. The revamped ALL Accor+ Explorer programme consolidates earlier choices, simplifying entry by way of the ALL Accor App. Since its launch, members have proven elevated engagement, with almost 60% finishing a number of stays and a 20% rise in business contribution per member.
Following its growth within the Center East, ALL Accor+ Explorer now operates in 30 international locations, providing unique advantages throughout 1,400 lodges, 1,800 eating places, and 1,300 bars. The report is obtainable for obtain, offering beneficial insights for trade stakeholders.
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