Accor Plus celebrated the launch of its new premium global subscription, ALL Accor+ Explorer, last night with an intimate panel of travel and lifestyle experts.
Melissa Leong (author, presenter & food critic) hosted the insightful fireside discussion with Emilie Couton (Accor Plus CEO), Steve Hui (“The Points Whisperer”) and Natasha Etschmann (Tash Invests) in the Sofitel Sydney Wentworth’s luxurious Velvet Room.
The speakers discussed the future of travel as subscription-based, and explored the connection between travel, loyalty and lifestyle. 
Couton began the evening by explaining people want to travel to feel alive. “People don’t come to hotels to sleep, they come to connect and belong,” she said. “People don’t go to restaurants to be fed, they want to share stories, build relationships and escape from reality.
“Travel isn’t just about convenience and comfort, it’s about identity and is a passport to who you are.”
The new ALL Accor+ Explorer program emphasises this. It’s not just about staying in a hotel, it’s all about having those experiences that stay with you.
Etschmann agreed, adding that this is particularly important for certain demographics. “Gen Z values experiences as much as tangible benefits,” she said.
ALL Accor+ Explorer benefits
- More free stays: 2 Stay Plus FREE Nights annually across Asia Pacific, based on the “buy one, get one free” principle.
- Red Hot Rooms: Up to 50 per cent off hotel stays with Red Hot Rooms in Asia Pacific.
- Access more: 15 per cent off the public rate at 30+ hotel brands across 4,500+ Accor hotels worldwide.
- Exclusive dining savings: 30 per cent discount on dining and 15 per cent discount on drinks at 1,600+ restaurants and 1,200+ bars across Asia Pacific for up to 10 people.
- Guaranteed ALL Accor Gold Status: Qualify for instant ALL Accor Gold status or higher with a bonus of 30 Status Nights each year. Gold Status benefits include room upgrades, early check-in, and late check-out (where available).
- Exclusive member-only events and offers: Priority access to limited-time benefits and unforgettable experiences.
- Additional hotel benefits such as early check-in and late check-out
“It’s really about exclusivity,” Couton added.
Etschmann elaborated on this: “Premium is about attention detail, free benefits, people remembering your name,” she said. All of which will be part of the ALL Accor+ Explorer experience.
The panel also emphasised the increasing importance of trust and transparency when booking hotels and holidays. Having a premium subscription service you can trust will alleviate the concern around scams.
Hui said that another thing travellers are looking for is certainty and clarity. “There’s a maze of hotels out there,” he said, and people are overwhelmed with the options available.
“People have analysis paralysis,” agreed Etschmann. “There’s so many options.”
This is one of the major benefits of the ALL Accor+ Explorer membership. While it still offers a fantastic range of stays (more than 4,500 hotels), it does so in one easy-to-navigate, trusted place.
ALL Accor+ and the free ALL Accor loyalty programmes are fully integrated. Now members can seamlessly manage everything, from booking and applying subscription benefits to tracking points and status and redeeming rewards, all within one platform and app.
ALL Accor+ Explorer perks can be enjoyed at 25+ Accor hotel brands across Asia Pacific, including Raffles, Sofitel Legend, Fairmont, Sofitel, MGallery, 25hours, Hyde, Mondrian, Mama Shelter, SO/, Art Series, Pullman, Swissotel, Movenpick, 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.
