Hotels

Accor opens VIP to “exclusive world of privileges”

Daisy Melwani

Daisy Melwani

Accor has relaunched its paid loyalty programme with a new name and “more generous” inclusions for members.

With some 350,000 paid members across 17 countries, the Accor Advantage Plus will be rebranded to simply Accor Plus, but now boasts “more destinations, more nights and more experiences” according to the group which told Travel Weekly it plans to evolve it to become more of a “travel and lifestyle” programme.

With an annual membership fee of $335, Accor said the programme’s new name goes hand in hand with “a new, more generous spirit”, which is said to include exclusive benefits and significant savings across the group’s dining and accommodation portfolio.

“The rebrand of Accor Plus is not just about a name change,” Accor Plus ceo Louise Daley said.

“It is about giving travellers exclusive access to the best things about travel and dining, plus more. Accor Plus enables members to do more for less, with a focus on exclusive money-can’t-buy experiences and special treatment that means they will always travel like a VIP while enjoying significant savings.”

The brand relaunch includes a new dynamic website, which includes details of bespoke member-only events.

Members can accrue reward points more quickly through an upgraded status in Le Club Accorhotels, which means they can enjoy free stays and savings faster than non-members.

“We have listened to our members and understand they expect more from the programme than ever before,” Daley said.

“It is no longer about simply providing a discount for our members but providing them with access to a world of benefits that make every trip more memorable and making them feel part of an exclusive world of privileges.”


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