Accor's Paid Loyalty Program Gains Traction in Asia Pacific

Accor, a major hotel chain, is testing the waters with a paid loyalty program in Asia Pacific, where subscribers are already accustomed to paying for services. The company views its 485,000-member program as a revenue channel, rather than a discount scheme. This approach marks a shift from traditional loyalty programs, which often rely on discounts and promotions to retain customers. The success of this strategy will be determined by renewal rates, which are now being put to the test in volume. This development highlights the growing trend of paid loyalty programs in the region, where consumers are increasingly willing to pay for exclusive benefits and services.