LinkedIn X Facebook Email Gift Decision Intelligence Photo Credit: Sofitel Sydney Darling Harbour. AccorPlus
Paid loyalty is gaining traction in Asia Pacific, where subscriptions are already a habit. Accor is treating its 485,000-member program as a revenue channel, not a discount scheme. The real test is renewals, and those are only now arriving in volume.
Accor is betting that travelers in Asia Pacific are increasingly willing to pay upfront for loyalty. The hotel group says early results from its premium subscription, ALL Accor Plus Explorer, justify treating it as a distinct revenue driver rather than a regional experiment.
“Our mission in Accor is to drive frequency, usage, and revenue. We’re being measured by the revenue we’re generating,” Emilie Couton, CEO of Accor Plus, told Skift.
Explorer now has more than 485,000 members. Over the past year, members booked more than 3.8 million room nights, mostly in Australia, followed by Indonesia, Thailand, Vietnam and Singapore.
In Singapore an annual subscription costs around SGD 329 ($258); in Australia it is AUD 369 ($259); in India it sells for INR 23,199 ($244); and in Japan it is JPY 39,800 ($253).
Among the 15 destinations with the most member room nights, year-over-year growth was 41% in Mainland China, 20% in South Korea, 18% in
Subscribe now for complete access to Skift.com’s trusted coverage of the travel industry.
Enter your email for a complimentary article + exclusive offers.
Early Check-In helps you keep up with the latest hotel and hospitality news.
By submitting this form, you agree to receive email communication from Skift.
See more essential travel news in your search results.
Tags: accor , asia monthly , Early Check-In , hotel , loyalty benefits