Accor Greater China brings home two major wins at Asian Experience Awards 2023

The team has forged partnerships with major companies to lead sustainability efforts in the hospitality industry whilst creating a unique, made-for-China loyalty experience

Hospitality means providing remarkable experiences – not only for guests but amongst the entire industry – which is why Accor Greater China was commended twice at the Asian Experience Awards 2023. The awards recognise the enterprising initiatives of companies that deliver meaningful experiences to their stakeholders.

Accor received the award for China Partner Experience of the Year - Hospitality & Leisure for its collaborative approach and success in creating powerful industry partnerships, with a message that impactful climate change can only happen when we work together. The group’s second win was for China Product Experience of the Year - Hospitality & Leisure, in recognition of its innovative subscription membership program, Accor ALL Plus China. The one-of-a-kind loyalty experience is designed exclusively for Chinese consumers.

“It is a great honour to receive these awards,” said Gary Rosen, CEO, Accor Greater China. “Our goal is to always create positive hospitality experiences – for our guests and members, for our industry colleagues, and for the communities in which we operate.”

One of the achievements for which Accor was recognised is its collaboration with Trip.com and McKinsey & Company to support greater industry-wide sustainability. The partners published an educational white paper, “The Path Toward Eco-friendly Travel in China”, which sets out a series of actions for expanding sustainable travel opportunities, inspiring behavioural change, and supporting the sector’s journey towards a net positive model. 

“This project is a starting point for establishing a collective mindset and is intended to be used as a resource for travellers and industry players alike in a united effort for positive change,” added Mr Rosen.

Accor also formed an unprecedented alliance with Shanghai Jin Jiang International Hotels to create and define an ESG measurement framework tailored specifically to the hotel sector, with benchmarks for sustainable guest rooms, reducing food waste, exploring sustainable finance, and extending Accor’s employee training initiative ‘School for Change’ with employees of both companies.

Accor’s award-winning product experience is the Accor ALL Plus China program, which offers members unique experiences that reflect the latest travel trends in the Chinese market. Going beyond traditional product offers, Accor ALL Plus China delivers customised hospitality, cuisine, and lifestyle experiences, with access to perks such as discounts, executive lounge privileges, wine and treats, and other benefits appreciated by Chinese travellers.

Accor ALL Plus China is also fully integrated into a Mini Program in WeChat, offering Chinese consumers a smoother and faster enrollment experience, upgraded loyalty benefits, diversified hotel choices, and effortless booking.

“The success of Accor ALL Plus China is a reflection of the way Accor is transforming guest experiences with strategic and smart applications of advanced digital technology,” said Mr. Rosen. “We are proud of the program’s success and will continue to enrich it with innovations that get to the heart of what Chinese travellers want and need.”

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Jane Patiag at [email protected].