Couton's vision is clear: evolve the programme to be more than a loyalty platform by creating everyday relevance through digital innovation, curated offers, and lifestyle-focused benefits.
(Image Source)
AccorAccor Plus, Asia Pacific’s leading travel, dining, and lifestyle membership programme, has announced the appointment of Emilie Couton as its new Chief Executive Officer. A seasoned executive with more than two decades at Accor, Couton brings a strong track record in hospitality, loyalty, and digital innovation as she steps into this pivotal leadership role.
Couton’s career with Accor has spanned continents and functions—from operational and strategic leadership in Europe to transformative roles across the Asia Pacific. During her time as Senior Vice President for Guest Experience, Loyalty, Digital, and B2B Sales Support, she played a central role in expanding Accor’s regional footprint from 250 hotels to over 1,200 across 38 brands. Her work helped shape customer-centric strategies and digital experiences that are now core to Accor’s success in the region.
Before her new appointment, Couton served as Managing Director Asia for D-EDGE, Accor’s technology and distribution subsidiary. There, she oversaw digital solutions designed to boost hotel performance and enhance guest experiences—efforts that have become increasingly critical in today’s competitive travel landscape.
Reflecting on her new role, Couton stated:
“I’m thrilled to return to Accor Plus and lead the programme through its next phase. With such a passionate and dedicated team, I’m confident we will continue to deliver unforgettable experiences and meaningful value to our members.”
Her vision is clear: evolve the programme to be more than a loyalty platform by creating everyday relevance through digital innovation, curated offers, and lifestyle-focused benefits. This includes an enhanced focus on personalisation and member engagement, areas where Couton has built a reputation for excellence.
Welcoming her into the role, Mehdi Hemici, Chief Loyalty & E-Commerce Officer at Accor, said:
“She brings a visionary, energetic and data-driven approach, paired with a passion for hospitality and a deep respect for the people who bring it to life every day.”
Accor Plus currently boasts more than 450,000 members across 11 countries in Asia Pacific. The programme offers a compelling range of benefits, including exclusive hotel and dining discounts, early access to Accor sales, and unique experiences across over 1,400 participating hotels and 3,000 restaurants.
In the past year alone, Accor Plus members redeemed more than 1 billion ALL – Accor Live Limitless Reward points – and booked over 3.1 million hotel nights. These figures highlight the strength of the programme and the scale of the opportunity Couton now leads.
Born in Paris and based in Singapore for the past 17 years, Couton brings not only professional depth but also cultural fluency and local insight. She is a regular speaker at industry events, known for championing diversity and innovation in the loyalty and hospitality sectors.
Looking ahead, Couton’s leadership is expected to build on Accor Plus’s solid foundation while reimagining how the brand connects with today’s travellers. Her appointment marks a renewed commitment to putting members at the centre of the experience—whether they’re booking a five-star getaway, enjoying a local meal, or exploring everyday rewards.
Source: Accor
Disclaimer: Press release
© Press Release 2025
Send us your press releases to news@globalloyalty.org
Press releases originate from external third-party providers. This website does not have responsibility or control over its content, which is presented as is, without any alterations. Neither this website nor its affiliates guarantee the accuracy of the views or opinions expressed in the press release.
The press release is intended solely for informational purposes and does not offer tax, legal, or investment advice, nor does it express any opinion regarding the suitability, value, or profitability of specific securities, portfolios, or investment strategies. Neither this website nor its affiliates are liable for any errors or inaccuracies in the content, nor for any actions taken based on it. By using the information provided in this article, you agree to do so at your own risk.
To the maximum extent permitted by applicable law, this website, its parent company, subsidiaries, affiliates, shareholders, directors, officers, employees, agents, advertisers, content providers, and licensors shall not be liable to you for any direct, indirect, consequential, special, incidental, punitive, or exemplary damages, including but not limited to lost profits, savings, and revenues, whether in negligence, tort, contract, or any other theory of liability, even if the possibility of such damages was known or foreseeable.
The images used in press releases and articles provided by 3rd party sources belong to the respective source provider and are used for illustrative purposes in accordance with the original press releases and publications.
Disclaimer: Content
While we strive to maintain accurate and up-to-date content, Global Loyalty Organisation Ltd. makes no representations or warranties of any kind, express or implied, about the correctness accuracy, completeness, adequacy, or reliability of the information or the results derived from its use, not that the content will meet your requirements or expectations. The content is provided “as is” and “as available”. You agree that your use of the content is at your own risk. Global Loyalty Organisation Ltd. disclaims all warranties related to the content, including implied warranties of merchantability, fitness for a particular purpose, non-infringement, and title, and is not liable for a particular purpose, non-infringement, and title, and is not liable for any interruptions. Some jurisdictions do not allow the exclusion of certain warranties, so these jurisdictions may not apply to you. Global Loyalty Organisation Ltd. Reserves the right to modify, interrupt, or discontinue the content without notice and is not liable for doing so.
Global Loyalty Organisation Ltd. shall not be liable for any damages, including special, indirect, consequential, or incidental damages, or damages for lost profits, revenue, or use, arising out of or related to the content, whether in contract, negligence, tort, statute, equity, law, or otherwise, even if advised of such damages. Some jurisdictions do not allow limitations on liability for incidental or consequential damages, so this limitation may not apply to you. These disclaimers and limitations apply to Global Loyalty Organisation Ltd. and its parent, affiliates, related companies, contractors, sponsors, and their respective directors, officers, members, employees, agents, content providers, licensors, and advisors.
The content and its compilation, created by Global Loyalty Organisation Ltd, are the property of Global Loyalty Organisation Ltd. and cannot be reproduced without prior written permission.
