Accor is elevating its loyalty strategy in the Asia-Pacific region by rebranding its longstanding Accor Plus programme to ALL Accor+ Explorer, aligning more closely with the global ALL – Accor Live Limitless lifestyle loyalty ecosystem.
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AccorAccor is elevating its loyalty strategy in the Asia-Pacific region by rebranding its longstanding Accor Plus programme to ALL Accor+ Explorer, aligning more closely with the global ALL – Accor Live Limitless lifestyle loyalty ecosystem.
This move reflects Accor’s ongoing commitment to delivering a unified, premium, and lifestyle-oriented experience for its members across the region. The rebranding consolidates the regional programme under the wider ALL branding umbrella, strengthening recognition and connection with the group’s global loyalty offering.
The ALL Accor+ Explorer programme will continue to provide the popular benefits that made Accor Plus a valued membership—such as up to 50% off dining, exclusive member rates on hotel stays, and access to “Red Hot Room” deals offering significant discounts at participating properties. However, the new identity brings added emphasis on exploration, lifestyle, and broader travel experiences that span more than just accommodation.
The shift also signals Accor’s intent to modernise the perception of loyalty programmes—not just as discount-driven schemes, but as lifestyle companions that support and reward everyday experiences. Members will still enjoy a free night’s stay every year through the Explorer complimentary night benefit, while also being integrated more fully into the larger ALL loyalty ecosystem, which offers experiences beyond the hotel—such as access to events, curated experiences, and lifestyle partnerships.
Garth Simmons, Chief Operating Officer of Accor’s Premium, Midscale & Economy Division in Asia, said the rebrand represents a new chapter: “We’re enhancing how we connect with our members and reinforcing the value they receive not just at our properties, but throughout their everyday lifestyle.”
The rebrand to ALL Accor+ Explorer will be rolled out progressively across Asia-Pacific markets in the coming months. Existing members of Accor Plus will automatically transition to the new programme with no disruption to their benefits or membership tenure.
With this step, Accor is not only rebranding—it’s reasserting its vision for loyalty in Asia-Pacific as one built on seamless experiences, consistent branding, and stronger ties to a global lifestyle platform.
source: Accor/ GLO
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