Accor’s subscription business Accor Plus has launched ALL Accor+ Explorer in the UAE, marking its first expansion outside Asia Pacific and introducing its premium travel loyalty programme to the region.

The rollout will initially cover more than 60 participating hotels and resorts across the UAE, with a focus on local stays, dining, and staycation experiences.

The launch comes ahead of Eid Al Adha, offering residents enhanced hospitality options alongside exclusive savings and member benefits.

Participating hotel brands include Sofitel, MGallery, Mövenpick, Pullman, and Novotel, strengthening Accor’s footprint across key hospitality segments in the UAE.

More than 1,500 hotel staff have already been trained to support the programme, ensuring participating properties are prepared to deliver the benefits of ALL Accor+ Explorer to members.

The UAE is considered a strategic market for Accor due to its strong hotel infrastructure and established tourism sector in Dubai and Abu Dhabi.

Initially, the programme will target local members, including existing Explorer subscribers and ALL Accor members residing in the Emirates.

The approach aligns with Accor’s strategy of strengthening engagement within domestic travel markets amid evolving regional travel trends.

“This launch is an important first step in our broader global expansion,” said Emilie Couton, Chief Executive Officer of Accor Plus. “What makes it especially meaningful is the collaboration and care behind it. Teams across Accor Plus, Accor regional and global and our participating hotels have worked closely for many months to thoughtfully bring the programme to this market.”

Couton added: “Hospitality has always been about bringing people together, and while we are encouraging our UAE members to enjoy local dining, staycation and hospitality experiences for now, we also look forward to welcoming our wider Asia Pacific community to the UAE when international travel rebounds.”

ALL Accor+ Explorer has been developed based on more than three decades of experience in Asia Pacific, where it has built a membership base of over 485,000 users.

The programme focuses on delivering recognition, consistency, and personalised travel experiences.

"In a sophisticated hotel market like the UAE, ALL Accor+ Explorer gives our hotels a real advantage. The variety of brands and experiences we offer across the UAE gives members choice, while helping our hotels build stronger long-term loyalty and repeat visitation. This is a highly regarded, highly successful subscription model which we are already operating in Asia and Pacific, with expertise, and it’s this expertise we are bringing in with this product,” said Kerry Healy, Chief Commercial Officer, Premium, Midscale & Economy, Accor MEA APAC.

In 2025, members collectively enjoyed more than 3.5 million room nights and redeemed over 2 billion loyalty points, reflecting strong engagement across the network.

In the UAE, members will gain access to more than 30 exclusive launch offers, including dining experiences, staycation packages, and discounts of up to 50% during Eid and beyond.

Additional benefits include up to 30% off dining, 15% off beverages, and two complimentary Stay Plus nights annually, reinforcing the programme’s value-driven subscription model. -TradeArabia News Service