Accor Widens Its Loyalty Net as Shangri-La and St. Regis Rebuild the Luxury Map

Accor's paid subscription tier — relaunched as ALL Accor+ Explorer, formerly Accor Plus — is moving beyond its UAE and Japan pilot into ten additional countries plus Pakistan starting October 1. The program bundles discounted rates, F&B credits, and upgrade priority for an annual fee, and new members in the expansion markets get a 3,000-bonus-point sign-up incentive running October 1–31. For advisors, this is a narrow window to pitch a tangible value-add to repeat Accor guests in newly eligible markets before the bonus lapses at month's end. It's worth flagging proactively rather than waiting for clients to ask: subscription loyalty tiers like this rarely get promoted hard once the launch bonus period closes, and the discount-plus-credits math tends to pencil out fastest for guests who book Accor properties multiple times a year.

• Expansion covers 10 new countries plus Pakistan, effective October 1
• 3,000 bonus points for sign-ups October 1–31
• Best pitched to repeat Accor guests in the newly eligible markets

Shangri-La is turning a historic site near Nijo Castle in Kyoto into a new ultra-luxury property, adding a marquee name to one of Asia's most supply-constrained hotel markets. Kyoto's luxury inventory has long lagged demand, particularly around its designated heritage sites, so a Shangri-La-branded conversion in this location is a genuine addition rather than another mid-market entrant. Shangri-La's GHA ties and consortia relationships give it strong US-advisor distribution, which means this project is worth logging now as a forward-booking talking point for clients planning Japan trips a year or more out. No opening date has been confirmed, but advisors selling luxury Japan itineraries should treat this as a name to watch — and a reason to start conversations early with clients who prioritize being first into a newly converted historic property.

The 290-key St. Regis Dubai, The Palm has a firm reopening date: November 1, following a six-month renovation. The Bonvoy luxury flagship on Palm Jumeirah pulled out of sale in April, and its return lands just ahead of Dubai's peak winter season — timing that matters for advisors who've had to route clients to alternative Palm Jumeirah properties for the better part of a year. The reopening restores access to Trèsind Studio, the world's only three-Michelin-star Indian restaurant, a genuine differentiator for high-end Dubai itineraries. Advisors with clients holding tentative winter Dubai plans should start rebooking conversations now, since a marquee reopening this close to peak season typically sells through its best inventory quickly once booking windows officially reopen.