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Accor Revamps How It Rewards Luxury Travel Advisors for Hotel Bookings
Sean O'Neill , Skift
May 6th, 2024 at 10:53 AM EDT
The Paris-based hotel giant is showering travel advisors with points, perks, and online tools. The goal is to inspire loyalty for bookings of its poshest brands, from Raffles to SLS—all while keeping those pesky online travel agency fees at bay.
Sean O'Neill
Accor , the Paris-based hotel giant, revealed its revamped rewards program for luxury travel agents on Monday.
Why it matters
The move aims to bolster Accor’s sales in the luxury and lifestyle hotel segment. Travel agents and advisors are crucial for Accor’s business, helping to boost visibility, reputation, and traveler loyalty through direct bookings that avoid online travel agency commissions.
Focus on luxury and lifestyle hotels
A new portal for travel agents, Hera , will provide agents with tools to book over 270 hotels across a selected set of luxury and lifestyle brands from Accor and its joint venture partner, Ennismore .
“Hera offers a more in-depth content base on our hotels, with a business-to-business approach and a newly-defined hotel page, which allow travel advisor members to get more out of the platform,” said a spokesperson.
Rewards for travel agents
Every room night that an agent books for their clients in the hotels of the following brands will earn the agent one Hera point: Raffles , Fairmont , Banyan Tree , Sofitel , Sofitel Legend , Emblems , Delano , SLS , and SO .
Travel advisors can earn reward points through various booking channels, including negotiated discounted rates. Agents can redeem these Hera points for personal travel or shopping purchases.
The Hera points are separate from loyalty points in Accor’s consumer-facing ALL loyalty program , which travelers earn for their stays.
“Hera aims to inspire loyalty among travel professionals,” said Pascal Visintainer, senior vice president of global sales luxury and lifestyle.
Travel management companies, wholesalers, and tour operators aren’t eligible.
There are also incentives for booking events via Paris Society , the French event business.
Tools for selling hotels
The new Hera portal also aims to boost productivity and client satisfaction by providing resources and tools to create bespoke luxury experiences. The intent is to make it easier for travel agents to market Accor’s properties. Accredited travel advisors can enroll in the site for free.
“There’s no specific training and mentoring section on the website that is linked to the loyalty program,” a spokesperson said. “There are multiple workstreams in parallel and travel advisor training on our brands and hotels remains a priority for the group. We are hopeful to be able to come to market with a revamped offer that is linked to the loyalty program at some point soon, but this won’t happen until 2025 or beyond.”
The big picture
Accor runs more than 5,300 hotels and residences across 110 countries. Last year, it generated about $1.084 billion (€1.003 billion) in EBITDA from revenue of about $5.47 billion (€5.003 billion).
More on Accor, Ennismore, and Travel Advisors from Skift
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The Skift Travel 200 (ST200) combines the financial performance of nearly 200 travel companies worth more than a trillion dollars into a single number. See more hotels and short-term rental financial sector performance.
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Tags: accor , ennismore , future of lodging , loyalty , travel advisors , travel agencies , travel agents
Photo credit: A guest room from the view of the bed at Fairmont Hotel Vier Jahreszeiten near Hamburg, Germany. Source: Accor.
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I made a booking via an online travel agent. Will I earn points?
2023/10/30 • knowledge.
- Book your room using an official Accor channel ( all.com site, mobile application Accor ALL, our brands sites, directly at the hotel or via the Accor reservation centre .
- Select a hotel that participates in the programme ( list of exceptional hotels here ).
- Must be identified as a member of the loyalty programme when you make your reservation and/or when you arrive at the hotel.
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Famous Agents is the industry’s most exciting travel agent education and rewards programme. Our members increase their earning power by staying up-to-date on all the latest news from Raffles, Fairmont, Swissôtel, onefinestay and participating Sofitel and Pullman properties. They also earn fabulous personal rewards, and enjoy countless member-only benefits.
At The Excellence Collection, it is our great pleasure to work hand in hand with affiliate travel agents. We strive to create extraordinary moments for our mutual customers, providing wonderful getaways that will have them vacationing again and again.
Through our Travel Professionals Affiliate Portal, you can easily book and manage reservations for your room-only clients.
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THE MEMBERS' RATE. The "Members' Rate" is a discounted rate for members of the ALL loyalty programme - Accor Live Limitless - now commissionable for travel agents.. Not all hotels offer the commissionable member rate.To access the list of hotels that offer the commissionable member rate, click here When searching, the level of commission granted is indicated when the hotel offers the ...
Why book on our dedicated website. Accor offers you exclusive deals and the best prices at more than 4,100 hotels worldwide in just a few clicks. 4,100 hotels in 90+ countries. Get the best rates for any comfort level. Availability in real time. Check the availability of any of our hotels in one click.
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Travel agent loyalty number FA + 6 characters. My client's profile. Client code SC, AS…. Access Code 10 characters. My client's loyalty or subscription card 16-digit number on your card. Additional criteria. Search by map. Search. For a stay, a weekend or a business trip, organise your clients bookings in one of our 4,100 accor hotels.
The information is intended for ACCOR S.A., its subsidiaries, hotels and service providers, to manage your request. You may access, modify or delete the information about you or exercise your right to object by contacting Contact (accor.com). Travel professionals, receive up to 30% discount on your personal stays with STAR rates.
Welcome to Learn with us, the exclusive Accor training program dedicated to travel agents. Become an expert in the hotels in our Accor network so you can always recommend the right hotel for your customers' needs. Complete all the modules including the final quiz and become an Accor Ambassador to receive exclusive benefits!
STAR access code 10 characters. My agent profile. My loyalty or subscription card 16-digit number on your card. Additional criteria. Search. Corporate travellers and travel coordinators: find and book an hotel online with all.accor.com.
Go to the search engine on travelpros.accor.com, and select the 'individual bookings' tab. 2. Enter your customer's 16-digit ALL loyalty number. 3. Start your search. 4. The 'members' rate' will be automatically displayed in the search results. See our FAQs to find the answers to your questions about your individual or group bookings.
DEDICATED WEBSITE FOR TRAVEL PROFESSIONALS - TRAVEL AGENCIES, TOUR OPERATORS, EVENT ORGANISERS, PROFESSIONAL MEETING PLANNERS, ETC. Discover our business solutions, whether you represent a company or a tourism professional: seminar, travel, preferential rates ….
Your Accor rt code. If you don't have an IATA / TIDS / CLIA or TRUE login, or an Accor customer code, please complete the subscription form below to obtain your RT code. This internal Accor code will recognise you as a travel professionaland give you access to all our trade-only offers, services and benefits.
Become a member of the loyalty program ALL and get a discount in more than 3,000 hotels starting with your first reservation. Become a member. Luxury. Premium. Midscale. Economy. Lifestyle. by Ennismore. Enjoy exclusive benefits and offers with Accor partners.
Explore HERA, the new Accor loyalty program. Book now, earn points, and enjoy exclusive benefits !
*Prices start from, based on a one night stay in a standard double room for two guests. Supplementary services, breakfast and tourist/city tax are not included. Price observed on all.accor.com within the past 24 hours, for a one night stay within the next eight days, starting tomorrow. Price subject to the hotel conditions, period and availability.
A new portal for travel agents, Hera, will provide agents with tools to book over 270 hotels across a selected set of luxury and lifestyle brands from Accor and its joint venture partner ...
Design your client's next vacation on the Accor TravelPros website. More info. Famous Agents - The industry's most exciting rewards program for travel agents. Connects you and your customers to amazing travel opportunities at Raffles, Fairmont, Swissôtel, onefinestay worldwide and the Sofitel and Pullman properties in North America.
For those wondering, "STEP" stands for "Special Travel Experience Program." Accor STEP offers perks at Raffles properties What are the benefits of booking with an Accor STEP travel agent? For booking through an Accor STEP travel advisor, you can expect to receive the following perks: $100 credit once per stay
Earn and use Reward points with our partners. Whether you're at home or away, enjoy a wide range of benefits with exclusive offers and services from our partners. Earn and use Reward points for travel, retail and more. Whenever you choose, wherever you go.
1 Room (s) - 1 Guest (s) Loyalty or subscription number 16-digit number on your card. Business client with contract Client code (SC, AS...) Access code 10 characters. Additional criteria. Search. Corporate travellers and travel coordinators: find and book an hotel online with all.accor.com.
The goal of Inclusive Collection is to provide support and solutions for travel advisor success. From innovative guest promotions to agent incentives and rewards, you can find various opportunities to drive travel demand and earn loyalty points, free stays, and cash bonuses. We are dedicated to empowering travel advisors with educational ...
2023/10/30. Most bookings made via third-party websites agencies such as booking.com, expedia.com, hotels.com, etc. do not earn points. To earn Status and Reward points, make sure you : Book your room using an official Accor channel ( all.com site, mobile application Accor ALL, our brands sites, directly at the hotel or via the Accor ...
Famous Agents is the industry's most exciting travel agent education and rewards programme. Our members increase their earning power by staying up-to-date on all the latest news from Raffles, Fairmont, Swissôtel, onefinestay and participating Sofitel and Pullman properties. They also earn fabulous personal rewards, and enjoy countless member ...
Manage reservations. Online Check-in. US +1 (866) 211-6223. Membership Login. At The Excellence Collection, it is our great pleasure to work hand in hand with affiliate travel agents. We strive to create extraordinary moments for our mutual customers, providing wonderful getaways that will have them vacationing again and again.
Marriott's Travel Agents website enables you to: Access convenient online commission services; View Marriott's commission policy; Learn about Marriott's Hotel Excellence! Training Program; Learn about Marriott's Preferred Travel Agency Program; Book your exclusive Fam-Tastic rates at thousands of hotels worldwide