Accor Plus, the subscription arm of Accor, has clinched the Best Loyalty Programme Re-Launch award for its ALL Accor+ Explorer initiative at the Asia Pacific Loyalty Awards in Melbourne. Launched in October last year, the programme consolidates Accor’s longstanding subscription loyalty offerings into a unified system, impacting over 450,000 members across 20 countries.

The revamped programme was crafted based on member feedback, aiming to provide enhanced value, exclusive privileges, and memorable experiences. It seeks to foster a deeper sense of belonging and recognition among its members. The initiative is designed to strengthen guest loyalty and increase hotel revenue through discounts, elite status, and unique experiences.

Emilie Couton, CEO of Accor Plus, remarked, “This relaunch required a bold reimagining of what a subscription can achieve. To see that ambition recognised by our peers, an industry that understands the complexity of transformation at scale, is incredibly rewarding. This reflects the care, craft and ambition behind the work, and we’ve proven that when you prioritise a seamless digital experience and deliver strong value, you earn long-term guest advocacy.”

The award highlights Accor Plus’s commitment to innovation and guest satisfaction, setting a benchmark for loyalty programmes in the hospitality sector. The success of the ALL Accor+ Explorer programme may inspire further enhancements and expansions in the future.