Major Shake Up At Accor Plus As Emilie Couton Takes The Helm To Revolutionize Travel Loyalty

Tuesday, July 15, 2025

Asia Pacific’s starring recreation and manner loyalty programme, Accor Plus, is pleased to denote nan assignment of Emilie Couton to nan domiciled of Chief Executive Officer. With much than 24 years of acquisition successful nan industry, Couton assumes this domiciled astatine a important clip for nan institution arsenic it continues to turn its beingness and amended nan personnel acquisition successful nan region.

Having worked successful Thailand and Singapore for a sizeable play of time, Couton brings a rich | acquisition and a beardown knowledge of nan Asia Pacific hospitality sector. Her profession is characterized by galore executive roles, predominantly astatine Accor and its subsidiary, D-EDGE Hospitality Solutions, wherever she has played a important domiciled successful shaping integer marketing, loyalty programs, and B2B distribution. “With her assignment arsenic CEO, it shows Accor Plus is committed to progressing its connection and starring nan measurement successful nan loyalty programme sector.

Lead pinch Heart: For Passionate Hospitality Leaders

Chief Loyalty & E-Commerce Officer of Accor Plus, Mehdi Hemici, is thrilled by Couton’s assignment and sees her arsenic a forward-thinking and beardown visionary leader. “We’re thrilled to person Emilie subordinate america arsenic CEO astatine this pivotal clip for Accor Plus and nan recreation loyalty sector,” Hemici said. “She brings a forward-thinking, energetic, and data-driven approach, blended pinch a existent passion for hospitality and a profound respect for nan individuals who bring it to life each day.”

What is Couton’s marque of activity is innovative, yet laser-focused connected nan group that dress up an bonzer hospitality experience, from squad members to guests. Her attraction is to merge strategy and productivity to present results that are ever higher than expectations.

Extensive Regional Knowledge and Industry Connectivity

With complete 20 years of moving successful Asia Pacific, Emilie Couton has a beardown penetration into nan varied markets and taste factors that thrust user behaviour. She has had a scope of roles that person helped underpin Accor’s maturation successful nan past six years successful nan Asia Pacific region, wherever Accor now boasts an inventory of much than 250 to complete 1,200 hotels nether 38 brands. This beardown knowing of nan region will lead Accor Plus into its adjacent shape of growth.

Couton is very good regarded successful nan manufacture and is simply a predominant presenter astatine conferences successful nan Asia Pacific region. Her observations connected nan advancement and guidance of travel, hospitality, and exertion are respected, and erstwhile she appears astatine events specified arsenic this, it adds different furniture to her already influential voice.

Formal Use Cases: Loyalty & Digital Transformation had Encoursa allegiance loyalty proofs that created value, positive loyalty & integer translator credibility and experience.

Couton’s expertise successful loyalty and integer translator was a captious facet successful Accor’s maturation successful Asia Pacific. Throughout her stint, she served successful aggregate elder capacities that were peculiarly centred connected loyalty, integer trading and distribution, and commercialized B2B strategies. Her activity had a nonstop power connected nan company’s capacity to execute above-market growth, pinch peculiar attraction connected APAC, that is, a region successful which exertion is eye-opening and nan user trends are changing.

Before joining FASTBOOKING, Couton was Managing Director, Asia Pacific, D-EDGE – a world-leading hospitality exertion solutions provider, focusing connected integer marketing, distribution, and operations solutions. This vulnerability to integer translator has sharpened her constituent of position connected nan rising powerfulness of data-driven solutions and really they tin beryllium applied to nan recreation loyalty exemplary to thief amended customer experiences.

Her dual skills successful Loyalty Programs and Digital will beryllium instrumental successful nan improvement of Accor Plus’ early strategical plans and support this loyalty programme astatine nan cutting separator of Asia’s fast-growing and evolving recreation and hospitality industry.

A Member-Experience and -Connection Focus

Couton’s CEO hiring successful nan property of customer experience. Today, customer acquisition lies astatine nan crux of most, if not all, hospitality business strategies. In her caller capacity, she has pledged to uphold nan contented of giving added worth to nan ever-expanding family of Accor Plus Members. “I americium genuinely excited to beryllium guiding nan adjacent shape of Accor Plus, wherever nan personnel acquisition will stay astatine nan very bosom of our business,” added Couton. “Innovation successful our services and personalization successful each of our impermanent and personnel touchpoints will beryllium cardinal arsenic we unfastened our doors pinch a caller attraction connected delivering experiences that spell beyond their expectations. It’s astir reinforcing our connection, ethos, and values,” he added.

For Couton, Accor Plus is not conscionable a loyalty programme, but alternatively a transmission that brings nan immense web of Accor hotels crossed nan region and its members together successful a measurement that matters to each parties. Her imagination for nan programme is to supply members pinch much than conscionable recreation benefits; namely, that they get to sensation nan original section experiences, to shape person connections pinch different cultures, and to research fascinating places effortlessly.

Creating Unforgettable Travel Moments

With Couton astatine nan helm, Accor Plus will proceed to turn its postulation of recreation memories, offering members once-in-a-lifetime experiences and unsocial entree that distinguishes nan programme. “Our members tin recreation more, sensation more, and bask exclusive moments that past a life successful business pinch our hotels,” Couton added.

She stressed that Accor Plus’s extremity is to support providing entree to Accor’s ample portfolio of brands and destinations to members. These experiences scope from cultural, culinary to escapade experiences, which, arsenic Couton has mentioned, connection members relevant, authentic ways to link pinch each destination.

The attraction connected transforming Accor Plus into a level for richer relationships and memorable moments underscores nan ever-evolving accent of today’s loyalty platform. With nan increasing appetite amongst travelers for a personalised and enriched recreation experience, it is Couton’s cognition of advancement and fueling nan happiness of members that will undoubtedly steer Accor Plus to moreover greater heights of success.

Accor Plus improvement to look guardant to

Couton’s presence is nan adjacent shape successful nan improvement of Accor Plus, and nan attraction of nan programme will good and genuinely beryllium connected nan continued finance successful and transportation of worth for Asia Pacific members. With her beardown knowledge successful nan field, emotion of hospitality, and fact-led management, Emilie Couton will return Accor Plus into an breathtaking early wherever personalization and invention will substance nan programme’s growth.