Accor's loyalty programme gets a make over

Accor Advantage Plus, a paid loyalty programme with over 350,000 members across 17 countries, has rebranded with a new name and “a new more generous spirit”, it claims.

A total of five key visuals for the brand relaunch have been release, each of which speaks to one of the brand’s five key points of difference.  The agency who lead both the rename, evolved brand strategy and visual direction is The One Centre based in Sydney Australia.

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Relaunching as Accor Plus, the programme now enables its members to experience more at over 600 Accor properties across Asia Pacific. Members have access to exclusive benefits including significant savings on accommodation, dining at over 800 restaurants, and a range of VIP member events and partner offers.

The brand’s relaunch with a contemporary look and feel, is showcased through a new website, which it claims will enhance the member’s journey. Going forward, the Accor Plus team is also committed to creating bespoke events for members through masterclasses with celebrity chefs or winemakers to diving with dolphins or the chance to meet the cast of theatre shows.

Louise Daley, CEO of Accor Plus said the rebrand is not just about a name change but rather a way to give travellers exclusive access with a focus on exclusive money-can’t-buy experiences.

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