ALL Accor Plus Explorer: Premium Members Pass 485,000

Paid loyalty models are gaining serious momentum across the Asia Pacific region, where subscription habits are already deeply embedded in consumer behavior. Hotel giant Accor is treating its membership base not as a traditional discount scheme, but as a dedicated revenue channel, with member renewals now arriving at scale.

Accor is betting heavily that travelers across Asia Pacific are increasingly willing to pay upfront for loyalty perks. Early performance data from its premium subscription tier, ALL Accor Plus Explorer, suggests that the model is successfully functioning as a distinct revenue driver rather than a mere 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

Emilie Couton, CEO of Accor Plus, told Skift that the company's core mission centers on driving frequency, usage, and revenue, noting that the program's success is evaluated strictly by the financial returns it generates. The Explorer tier has now surpassed 485,000 members, who booked more than 3.8 million room nights over the past year, primarily led by Australia followed by Indonesia, Thailand, Vietnam, and Singapore.

Stock photo for illustration only, not from the actual event

Among the top 15 destinations for member room nights, year-over-year growth hit 41% in Mainland China, 20% in South Korea, and 18% in other tracked regions. India stands out as the second-largest market with over 100,000 members. Annual pricing hovers around $250 depending on the market, ranging from SGD 329 in Singapore to INR 23,199 in India, with members able to join independently or through banking partners such as American Express, DBS, Axis, Woori, and CIMB.