Accor, a Paris-based hotel giant, recently launched a new rewards program for luxury travel agents, aiming to boost sales in the luxury and lifestyle hotel segment. Travel agents play a crucial role in Accor’s business by attracting direct bookings that avoid online travel agency commissions, ultimately increasing visibility, reputation, and traveler loyalty. The new portal for travel agents, called Hera, offers tools to book over 270 hotels across a selection of luxury and lifestyle brands from Accor and its joint venture partner, Ennismore.
Through the Hera program, travel advisors can earn points for every room night booked for their clients at specific luxury brands such as Raffles, Fairmont, Banyan Tree, Sofitel, and others. These points can be redeemed for personal travel or shopping purchases, separate from the loyalty points earned by travelers in Accor’s consumer-facing ALL loyalty program. The program aims to inspire loyalty among travel professionals, offering incentives for booking events via Paris Society, the French event business, as well.
The Hera portal, in addition to offering rewards, provides resources and tools for travel agents to market Accor’s properties, ultimately enhancing productivity and client satisfaction. While there is currently no specific training and mentoring section on the website linked to the loyalty program, the company plans to revamp their offer in the future. Accor runs over 5,300 hotels and residences in 110 countries and generated significant revenue last year.
Accor’s focus on rewarding travel advisors and providing them with tools and resources to sell their luxury and lifestyle hotels underscores the company’s commitment to bolstering sales and building loyalty among this crucial segment of the travel industry. By offering points, perks, and online tools, Accor hopes to inspire long-term loyalty for bookings of its poshest brands, from Raffles to SLS, while minimizing online travel agency fees. The revamped rewards program is a strategic move to strengthen Accor’s presence in the luxury hotel market and increase direct bookings through travel advisors.
The new Hera portal aims to streamline the booking process for travel agents, offering a more in-depth content base on Accor’s hotels and providing a business-to-business approach. While the program does not currently include travel management companies, wholesalers, or tour operators, it is designed to cater specifically to travel advisors looking to book luxury and lifestyle hotels. Overall, Accor’s focus on enhancing the experience for travel advisors and providing them with valuable rewards and tools demonstrates the company’s dedication to driving sales and building relationships within the luxury and lifestyle hotel segment.
