Accor Plus, Accor's leading subscription business, won the 'Best Loyalty Programme Re-Launch' award for ALL Accor+ Explorer at the Asia Pacific Loyalty Awards in Melbourne, Australia, on March 19, 2026. 

ALL Accor+ Explorer is the next evolution of Accor Plus, unveiled in October last year. It unifies Accor's 30+ year-old subscription loyalty proposition across 20 countries and has transitioned more than 450,000 members, marking the largest transformation in the programme's history.  

The new proposition was shaped by member insights and extensive research, with customers seeking greater value, insider privileges, memorable experiences and a stronger sense of belonging and recognition. The result is a seamless ecosystem designed to deepen guest loyalty and boost hotel revenue through discounts on stays and dining, elite status, and access to unique experiences. 

“This relaunch required a bold reimagining of what a subscription can achieve,” says Emilie Couton, Chief Executive Officer of Accor Plus. “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 Asia Pacific Loyalty Awards recognises excellence, innovation and best practice in the loyalty industry across the Asia Pacific region. To win 'Best Loyalty Programme ReLaunch', judges assessed creativity, innovation and emotional engagement, as well as improvements in the key business measures since the program's re-launch. 

The ALL Accor+ Explorer community has access to exclusive benefits across dining, wellness and travel experiences in the region, alongside ALL Accor Gold status or higher in Accor's free global loyalty programme. It also offers two free nights every year, a guaranteed 15% off room rates worldwide, available across more than 4,500 hotels and over 30 brands, and 30% off dining and 15% off drinks at more than 1,600 restaurants and 1,200 bars across Asia Pacific.  

The recognition reflects the people behind the programme, from the Accor Plus team to the wider Accor and ALL Accor network, as well as the hotel teams who bring its benefits to life for members every day, from front-of-house to dining and bar environments. 

Members can manage hotel bookings, track points and status and redeem rewards in the ALL Accor booking platform and app. Perks can be enjoyed at more than 25 Accor hotel brands across Asia Pacific, including Raffles, Sofitel Legend, Fairmont, Sofitel, MGallery, 25hours, Hyde, Mondrian, Mama Shelter, SO/, Art Series, Pullman, Swissôtel, Mövenpick, Grand Mercure, Peppers, The Sebel, Mantra, Handwritten Collection, Novotel, Mercure, Tribe, BreakFree, ibis, ibis Styles and ibis Budget. Global discounts are also available at the above hotel brands as well as Emblems, Adagio and greet.

-ENDS- 

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Image caption (left to right): Preetesh Palmer (Director Marketing Strategy),  Laila Milne (Organisational Effectiveness Manager), Leanne Edwards (Vice President People & Culture), Chris King (Vice President Data & Technology), Emilie Couton (Chief Executive Officer), Mark Rice (Vice President Finance), Selena Morgan (Director Brand and Communications), Henrik Berglind (Vice President Partnerships & Member Care), Nancy Li (Director Explorer) and Jayne Brown (Vice President Operations). 

ABOUT ACCOR PLUS 
Accor Plus is the Accor subsidiary that delivers the ALL Accor+ travel loyalty subscription programme in Asia Pacific. The premium ALL Accor+ Explorer subscription is tailored for discerning travellers who seek exceptional value, status, recognition and exclusive experiences. The ALL Accor+ Explorer subscription grants members instant elevation to ALL Accor Gold status or higher within Accor's free global loyalty programme. Members enjoy two free nights each year, access to exclusive offers with up to half-priced stays, and generous dining and beverage savings in Asia Pacific. These privileges unlock substantial savings and elevated stays at more than 4,500 Accor hotels, resorts, and apartments worldwide, including renowned brands like Raffles, Fairmont, Sofitel, Pullman, Novotel, Mercure and Ibis. Since it began in Australia in 1994, Accor Plus has grown to become the leading travel loyalty programme in Asia Pacific, with a community of more than 450,000 members. Discover more at www.accorplus.com. Connect with us @accorplus.  

For all Accor Plus media enquiries, please contact The Buzz Group: 

Steven McArthur 
Director 
E: steven@buzzgroup.com.au  
M: +61 412 457 471 

Natasha Rontziokos  
Associate Director 
E: natasha@buzzgroup.com.au  
M: +61 421 272 390