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Accor Plus Details Membership Value Trends

New research highlights consumer preferences for hotel loyalty and travel subscription programs.

Updated on Oct. 26, 2026 in Hotels

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A new industry report from Accor Plus shows that hotel stay benefits and competitive pricing are the primary drivers for travel subscription memberships. AI Illustration. Upload story photo >

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Accor Plus released its New Travel Value Exchange report, revealing that stay benefits and pricing drive 62% of travel loyalty subscription selections. The findings align with the expansion of the ALL Accor+ Explorer program into the Middle East.

Why it matters

Understanding these consumer priorities helps travelers identify which loyalty programs offer tangible value for their spending. The research demonstrates how hospitality brands are increasingly consolidating services to meet demand for simplified, high-utility membership structures.

The report surveyed 7,078 consumers across 11 global markets during 2023 and 2024. The current program footprint encompasses 1,400 hotels, 1,800 restaurants, and 1,300 bars across 30 countries.

The players

Accor Plus

Accor Plus is a major hospitality loyalty program that provides members with various travel benefits and hotel discounts.

The details

The report highlights that complimentary hotel nights remain the most requested global stay benefit. Data indicates that nearly 60% of Explorer members who reached renewal between October 2025 and June 2026 completed at least two stays, while 66% utilized member-only offers.

Timeline

  1. Research for the report was conducted throughout 2023 and 2024.

  2. The ALL Accor+ Explorer program launched on October 1, 2025.

  3. Explorer member behavior was measured between October 2025 and June 2026.

  4. The program expanded into the Middle East in October 2026.

Travel Outlook

The transition toward consolidated subscription models follows the pattern set by the ALL Accor+ Explorer program. This shift marks a departure from fragmented loyalty offerings, reflecting a broader trend of integrating hotel, restaurant, and bar access into single, app-managed accounts.

Travelers looking to maximize their budgets should prioritize programs that offer tangible stay benefits and member-only pricing, which current data shows are the most utilized features. Members should check their account portals for access to integrated app offers, which have shown high adoption rates among repeat guests.

The takeaway

Consumers should audit their active subscriptions to ensure the cost matches their actual travel frequency, as renewal decisions are largely driven by specific discount applications. Focusing on programs with a wide global network of hotels and dining options can help travelers capture more consistent value throughout the year.

Further reading

For more information on the evolving loyalty landscape, see our Hotels section.

Source note: This article includes information reported by TTG Asia.

Live Poll

Do you find that paid travel loyalty subscriptions actually save you money on your trips?