Can A Hotel Subscription Offer You a Touch of Luxury?
Accor’s New Subscription Aims to Reshape Hospitality Loyalty Programmes
From exclusive gourmet experiences to special members’ rates, ALL Accor+ Explorer aims to make members feel truly special.
18 November 2025
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Emilie Couton, CEO of Accor Plus, at the launch of the premium ALL Accor+ Explorer subscription service | Photo credit: Accor Hotels
Emilie Couton, CEO of Accor Plus, at the launch of the premium ALL Accor+ Explorer subscription service | Photo credit: Accor Hotels
“You have subscription services for every industry, from laundry to entertainment, so why not hospitality?”
This was the point made by Emilie Couton, CEO of Accor Plus, at the launch of the new ALL Accor+ Explorer subscription service earlier this year. “This is far more than a loyalty programme,” Couton states, “In partnership with our hotels, we create opportunities for our members to travel more, savour more, and enjoy exclusive moments that bring people together. We’re proud to showcase the breadth of our hotel brands and network, and the richness of the destinations we’re part of, their culture, cuisine and character, creating meaningful ways for our members to experience them with greater connection and ease.”
Accor has been leading travel loyalty subscriptions across Asia Pacific for more than 30 years and has over 450,000 engaged members. The new ALL Accor+ Explorer builds on this, offering even greater benefits designed to deepen member loyalty. It is the fastest way to earn more points and guarantees Gold Status or higher when you join.
The subscription also comes with two free nights each year, up to 50 per cent off hotel stays in Asia Pacific, and a guaranteed 15 per cent off room rates worldwide. It also includes generous dining and beverage discounts, as well as access to exclusive experiences.
Members can avail of a three-night island escape at SO/Maldives at special member-only prices | Photo credit: Accor Hotels
Members can avail of a three-night island escape at SO/Maldives at special member-only prices | Photo credit: Accor Hotels
“Subscription models are transforming how customers engage with hospitality by shifting from one-off transactions to ongoing relationships,” says Couton, who also notes that while subscription models have surged in popularity and are estimated to reach USD$2 trillion by 2034, travel remains underrepresented. Research by Travelport in 2025 found that consumers are open to subscription models that offer simpler, more transparent travel experiences, with benefits bundled into a single offering. “This is a clear opportunity for growth,” she says.
The data backs ALL Accor+ Explorer’s ambitions. According to the company, Accor Plus members stayed 5 times as many nights as non-members, with over 3.1 million nights at Accor hotels in 2024, resulting in significantly more repeat stays and 2.3 times the spend. For Couton, this is a sign that travellers are looking for more than just room discounts. “Members seek curated experiences, recognition, convenience, and a sense of belonging to a community that shares their passion for travel, insider privileges and discovery. They value personalised perks, whether it’s early check-in, room upgrades, or insider access to events and local experiences.” She believes being recognised as a loyal member through exclusive experiences is top of mind for these travellers, and that they want to feel their loyalty is being rewarded by tailored experiences.
The Sofitel Sydney Wentworth, Australia | Photo credit: Accor Hotels
The Sofitel Sydney Wentworth, Australia | Photo credit: Accor Hotels
When it comes to experiences, it’s not surprising that dining is one of Explorer’s key offerings. In fact, the idea for the subscription service started with dining. “30 years ago, in Sydney, Australia, the programme started as a dining membership,” says Couton. “It has since grown to more than 20 countries across Asia Pacific. Gourmet experiences remain at the heart of what we offer. They’re designed to celebrate culinary artistry and elevate dining into something truly memorable, showcasing the exceptional F&B talent within our hotels.”
Some examples of the exclusive dining experiences Explorer members have enjoyed including a North Indian
multi-course feast at Raffles Singapore led by the iconic chefs from the celebrated Tiffin Room, in collaboration with India’s number one chef from Indian Accent. Other restaurants highlighted among their hotels include
Embers Open-Fire Grill at Swissôtel Living Jakarta Mega Kuningan, a newly opened concept celebrating open-flame cooking and premium local produce, and Adriana Rooftop Bar at Mövenpick Bali, an award-winning venue offering stunning views and crafted cocktails.
Explorer members have enjoyed a multi-course feast at Raffles Singapore led by the iconic chefs from the celebrated Tiffin Room
| Photo credit: Accor Hotels
Explorer members have enjoyed a multi-course feast at Raffles Singapore led by the iconic chefs from the celebrated Tiffin Room
| Photo credit: Accor Hotels
Other opportunities available to the Explorer community include wellness and local adventures. That could mean a private New Year’s Eve dinner paired with a flight over Antarctica through the Pullman Melbourne on the Park, or a seven-night luxury retreat at Sofitel Bali Nusa Dua or a three-night island escape at SO/Maldives at special
member-only prices.
For Couton, who began her career in hospitality as an intern with Accor in Paris after her MBA, the Explorer programme brings together many of the elements that drew her to a career in travel. “I took the internship with Accor in Paris after a transformative travel experience in Thailand,” she recalls. “It really ignited my passion for hospitality and the region.” Three years later, she found herself back in Bangkok in a leadership position in Sales, Distribution and Digital Marketing Asia Pacific. She has now spent more than two decades in Thailand and Singapore, working across roles in loyalty, digital marketing, distribution and commercial B2B. She credits these experiences for shaping her perspective on the travel loyalty subscription model. “What I’ve learned is that hospitality is about connecting people and creating memorable experiences, which requires agility, innovation and respect for local cultures.”
In the future, she sees hyper-personalisation and experience-centric services as the key to making hospitality subscription services a success. “Memberships will evolve to offer not only stays, but holistic lifestyle benefits that include wellness, dining, entertainment and community engagement,” she says. And while technology, AI and data insights are essential elements to making this happen, ultimately, it’s about values. “Members seek brands that align with their values,” she emphasises. “In this region, trust is the currency, and I take that seriously. I’m committed to ensuring our members, hotels, and partners benefit from unforgettable, authentic experiences that keep pace with changing traveller expectations. The value proposition must expand beyond hotel rooms and bring guests access to unique experiences locally and globally.”
Photo credit: Pullman Bangkok Thailand
Photo credit: Pullman Bangkok Thailand
Photo credit: The Silveri Hong Kong
Photo credit: The Silveri Hong Kong
Photo credit: Accor Hotels
Photo credit: Accor Hotels
Author: Karen Fong
Karen Fong is a Singapore-based writer and editor who has previously spent time in Hong Kong, Shanghai and Canada. She writes parenting, lifestyle and travel content and has worked with publications including The Singapore Women’s Weekly, DestinAsian, Travel+Leisure Southeast Asia and Prestige Hong Kong.