Price and accommodation benefits are the strongest factors
influencing consumers’ decisions to join paid travel loyalty programmes, while
cost, communication and a sense of belonging play key roles in membership
renewal, according to a new Accor Plus report.
Titled The New Travel Value Exchange, the report draws on
year-long research involving 7,078 consumers across 11 markets, conducted in
partnership with strategy and insights consultancy Forethought.
Its findings examine what travellers value in paid
subscriptions and what encourages them to maintain their memberships.
The research found that accommodation benefits and price
accounted for 62% of membership choice, making them the two leading factors
across all markets surveyed. Complimentary nights were the most preferred
accommodation benefit among those tested.
Cost was also the strongest factor influencing subscription
renewal, accounting for 23% of responses.
Frequency of communications followed at 12%, while the
seamless application of discounts accounted for 10%.
Feeling part of a
community was another important factor, cited by 9% of respondents.
The findings suggest that while immediate financial savings
remain central to attracting and retaining members, other aspects of the
membership experience also influence loyalty.
Subscription use is widespread, with research cited in the
report showing that 78% of Australians hold at least one paid subscription
across sectors including streaming, retail, transport, food delivery,
hospitality and travel.
Meanwhile, 31% hold three or more subscriptions. In Asia,
74% of consumers pay for at least one subscription.
Emilie Couton, Chief Executive Officer of Accor Plus, said
consumers increasingly expect subscriptions to deliver clear and relevant
value.
“Consumers are subscription-savvy and accustomed to paying
for services that deliver clear, relevant value. The tension is that loyalty is
still often framed around points, discounts and perks, when the value
travellers are seeking goes further. Immediate savings matter, but so do
recognition, belonging, relevant experiences and feeling that membership is
worth keeping,” Couton said.
The report also highlights the potential impact of
artificial intelligence on travel choices, raising questions about how
providers can maintain personalised recognition as more of the customer journey
becomes automated.
Membership data from ALL Accor+ Explorer, the paid loyalty
programme redesigned in response to the research, provides further insights
into consumer behaviour.
Among members
reaching renewal between October 2025 and June 2026, nearly six in 10 completed
at least two stays, while 66% used member-only hotel offers.
Members booked more than 3.8 million room nights over the
past year, recording five times as many stays and four times the spending of
non-members.
Average commercial contribution per member also increased by
20%.
The findings point to the importance of combining
competitive pricing and tangible accommodation benefits with easy-to-access
offers, effective communication and personalised experiences to encourage
long-term customer loyalty. -TradeArabia News Service