Accor Plus CEO: The Travel Membership Hack for Upgrades, Lounges, and 30% Dining

What if your travel life got easier overnight? In this episode of Always Business Class, we sit down with Emilie Couton, CEO of Accor Plus, for her first Australian podcast. Emily shares how a one-way ticket to Thailand turned into two decades across Asia and a leadership career in hospitality, plus the real strategy behind Accor Plus 2.0: simplicity, transparency, instant value, and a membership that blends certainty (lounges, early check-in, recognition) with serendipity (surprise upgrades, experiences, and discovery). We unpack the perks members actually use, why staycations can be as powerful as international holidays, and how the future of travel is moving toward curated memberships, wellness, and hyper-personalised experiences. If you travel for business, lead a team across cities, or want travel to feel smoother, calmer, and more rewarding, this one is for you. Subscribe for more travel strategy, points thinking, and business-class level upgrades to how you move. In this episode The “one-way ticket” mindset and why some people never move back

Living in Asia vs visiting: why your travel world expands fast

Certainty vs serendipity: comfort, timing, smooth travel, and surprise moments

How Accor Plus 2.0 was rebuilt with 7,000-member research

Why dining benefits (up to 10 people) can pay back the membership quickly

Why lounges and hotel clubs are an underrated business advantage

Staycations as a reset tool, not a luxury

“Red Hot Rooms” as a new way to choose destinations

Subscriptions in travel, global membership expansion, and what’s next

Wellness in hotels: sleep, recovery, gyms, spa, and partnerships

Airport and travel efficiency tips from a frequent traveller

How curation beats choice overload

Guest: Emilie Couton https://www.linkedin.com/in/emiliecouton/ CEO, Accor Plus Based in Singapore, with 20+ years across Asia and hospitality leadership. Sponsors: Join Flights Club: https://iflyflat.com.au/membership/ Accor Plus Membership: https://www.accorplus.com/explorer-membership/ Chapters 00:00 The one-way ticket mindset 00:42 Welcome back: first recording of the year + special guest intro 01:24 Emily’s story: Thailand, Singapore, 20+ years in Asia 03:12 Journey vs destination: two travel philosophies 04:13 Why Accor talent stays: the “family” culture 05:35 Living in-region: Phuket, Bali, and discovering Asia properly 07:41 Why Accor Plus exists and how it fits Flyers Club 09:43 Certainty + surprise: the perfect travel balance 11:31 Staycations: the hidden reset most people miss 13:42 The “club” advantage: lounge access as a business tool 14:56 Status fast-track: 30 nights, Platinum, and instant ROI 18:37 Face-to-face beats Zoom: partnerships and serendipity 20:36 The future: travel subscriptions and global expansion 22:23 Will memberships go global across regions? 24:42 Experiences: chefs, shows, behind-the-scenes access 27:56 Travel hacks: lounges, airports, privacy, fast track 34:36 Points strategy: fixed-value points and keeping accounts active 36:22 Wellness: sleep, gyms, recovery, and where hotels are going 39:40 Choice overload: curation as the real advantage 40:40 Unexpected member behaviour: “Red Hot Rooms” as a travel compass 46:34 The dream state: consistency, scale, and global experiences

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