Would You Pay for Hotel Loyalty? 485,000 Accor Members in Asia Pacific Already Do

October 28th, 2026 at 11:00 PM EDT Photo Credit: Sofitel Sydney Darling Harbour. AccorPlus Accor is betting that travelers in Asia Pacific are increasingly willing to pay upfront for loyalty. The hotel group says early results from its premium subscription, ALL Accor Plus Explorer, justify treating it as a distinct revenue driver rather than a regional experiment. “Our mission in Accor is to drive frequency, usage, and revenue. We’re being measured by the revenue we’re generating,” Emilie Couton, CEO of Accor Plus, told Skift. Explorer now has more than 485,000 members. Over the past year, members booked more than 3.8 million room nights, mostly in Australia, followed by Indonesia, Thailand, Vietnam and Singapore. In Singapore an annual subscription costs around SGD 329 ($258); in Australia it is AUD 369 ($259); in India it sells for INR 23,199 ($244); and in Japan it is JPY 39,800 ($253). Among the 15 destinations with the most member room nights, year-over-year growth was 41% in Mainland China, 20% in South Korea, 18% in Peden Doma Bhutia is Asia Editor at Skift, covering aviation, hospitality, travel tech, and geopolitics, with a focus on how policy and consumer behavior are reshaping travel in the region. Based in India, she tracks the country's role in shaping global travel trends.