kabarsula Free nights trump points as Accor reveals what travellers really want bandar SLOT INDONESIA

Forget points and flashy perks. Free hotel nights and genuine savings are what travellers really want from loyalty programs, according to new research from Accor Plus.

The hotel giant has lifted the lid on what makes travellers sign up – and stick around – for paid loyalty subscriptions, following a year-long research program involving 7,078 consumers across 11 markets.

The report, The New Travel Value Exchange, developed with consultancy Forethought, found that stay benefits and price accounted for 62 per cent of membership choice, with complimentary nights emerging as the most popular benefit across every market surveyed.

But getting travellers to sign up is only half the battle.

Cost was the biggest factor influencing renewals (23 per cent), followed by frequency of communications (12 per cent), seamless application of discounts (10 per cent) and feeling part of a community (9 per cent).

“Consumers are subscription-savvy and accustomed to paying for services that deliver clear, relevant value,” Accor Plus CEO Emilie Couton said.

“The tension is that loyalty is still often framed around points, discounts and perks, when the value travellers are seeking goes further.”

The findings come as Australians continue to embrace subscription services, with 78 per cent holding at least one paid subscription and 31 per cent juggling three or more.

The research helped shape Accor Plus’ revamped ALL Accor+ Explorer program, launched in October 2025.

And the numbers suggest the subscription model is paying off.

Explorer members booked more than 3.8 million room nights over the past year, recording five times as many stays and four times the spend of non-members.

Average commercial contribution per Explorer member also increased by 20 per cent.

Following its recent expansion into the Middle East, the program now spans 30 countries, with more than 1,400 participating hotels, 1,800 restaurants and 1,300 bars.

The report also explores how artificial intelligence could reshape travel loyalty, particularly as hotel brands grapple with delivering personalised recognition in an increasingly automated world.