Revamping Travel Subscriptions: Opportunities in the Global Market

Accor Transitions Travel Subscription Model

The hospitality giant Accor is undertaking a significant transformation of its travel loyalty subscription service, Accor Plus, after over three decades in the market.

In a bid to enhance consumer engagement, the rebranded program, named ALL Accor+, will launch on October 1, 2025. This new program will see the transfer of all 450,000 existing Accor Plus members to the elevated package called ALL Accor+ Explorer. This updated offering promises enhanced value and unique experiences tailored particularly for loyal patrons.

New Member Benefits

Members of ALL Accor+ Explorer will enjoy a range of benefits designed to enhance their travel experience:

• Guaranteed Gold status or higher within the ALL loyalty program
• Two complimentary nights each year
• Exclusive discounts on accommodation, dining, and beverages
• Priority access to premium events

With an increasing demand for specialized travel subscriptions, Accor is banking on this augmentation to attract a broader audience seeking more personalized travel experiences. According to the newly appointed CEO of Accor Plus, Emilie Couton, this sector represents a lucrative opportunity ripe for exploration.

The Subscription Economy

As the global subscription economy experiences pronounced growth—projected to double or even quadruple to over $2 trillion by 2034—Accor is confident that travel subscription services are on the brink of mainstream adoption. With this seismic shift, the company anticipates that consumers are eager for more substantial travel subscription offerings, marking it as an “underserved” category.

Understanding Traveller Preferences

To receive insights for the redesign of its program, Accor Plus conducted extensive research, gathering input from over 7,000 members and travelers alike. The findings reveal that modern travelers desire:

• A seamless booking and rewards experience
• Exclusive events and unique experiences
• Clear value for money

Moreover, the research highlighted that travelers have a craving for emotional engagement, preferring to feel a sense of belonging in their loyalty efforts. The Accor Plus members, who typically travel frequently for work or leisure, favor consistent savings and increased recognition with their hotel stays. In response to this feedback, Accor has elevated its discount offerings to an impressive 15% on a global scale.

The Future of Loyalty Programs

The continued evolution of technology suggests that travel loyalty programs will pivot towards increased personalization and advanced customer service automation. Couton predicts that in the next five to ten years, the focus will shift from conventional transactional rewards to fostering communities around brands.

Innovative technologies, particularly artificial intelligence, will play a critical role in this shift. Companies can anticipate the emergence of engagement techniques that move beyond just points and perks. Gamification strategies involving badges and leaderboards are likely to take center stage, enhancing member engagement by creating an interactive experience.

Conclusion

Accor’s revamped loyalty subscription model not only aims to enhance member experiences but also stands to significantly impact the travel sector as a whole. As the dynamics of consumer engagement evolve, platforms such as LocalsRide.com offer an opportunity to connect travelers with the exact services they need. By allowing travelers to select their preferred vehicles, view comprehensive details, and enjoying a transparent process, it sets the bar for travel services.

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