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Press Release Design & Architecture

Accor introduces HERA – a new loyalty and rewards program for travel advisors

The new and enriched program provides access to 270+ Accor and Ennismore hotels and resorts across 11 remarkable luxury and luxury lifestyle brands including Orient Express, Raffles, Fairmont, Sofitel, SLS, Delano and more

Accor, a world-leading hospitality group, today announced the launch of HERA, Accor Travel Advisor Program – a new worldwide loyalty and rewards program exclusively for travel advisors. Available now at HERA.Accor.com, the new program includes more brands, more features, and more capabilities as well as an enhanced digital experience with easy and efficient online tools for booking, tracking and reviewing activity.

Accor and Ennismore
HERA, Accor Travel Advisor Program

HERA, Accor Travel Advisor Program

Photo by Accor

PARIS - Accor, a world-leading hospitality group, today announced the launch of HERA, Accor Travel Advisor Program – a new worldwide loyalty and rewards program exclusively for travel advisors. Available now at HERA.Accor.com, the new program includes more brands, more features, and more capabilities as well as an enhanced digital experience with easy and efficient online tools for booking, tracking and reviewing activity.

Other key features of HERA include informative and educational resources on Accor’s participating luxury and luxury lifestyle brands and hotels – including those sitting within the global lifestyle collective Ennismore. The new program generously rewards travel advisors for bookings while allowing them to increase their productivity, performance, and client satisfaction.

We are beyond excited to introduce HERA, a competitive and differentiated program that delivers the capabilities, personalization and rewards that the travel advisor community both needs and wants. Our aim is to inspire loyalty among leading travel professionals, by equipping them with all the resources they need to seamlessly create bespoke luxury travel experiences for their clients and granting them valuable Reward Points to use freely on their own time. With easy-to-use tools for travel planning, an efficient booking system, and plentiful rewards, we are confident that HERA, and therefore participating hotels sitting within Accor’s Luxury & Lifestyle division, will be a top choice of travel advisors around the globe. Pascal Visintainer, Senior Vice President Global Sales, Luxury & Lifestyle, Accor

HERA takes Accor’s ability to support and recognize travel agents up a notch and replaces the Group’s former Famous Agents program, with all previous travel advisor data, history, and Reward Points seamlessly migrated to the new platform. Using their personalized HERA member ID, travel advisors will earn Reward Points with each room night booked. Reward Points are easy to accumulate across a wide variety of booking channels - all Accor booking channels, GDS and hotel direct - with each advisor’s activity and history tracked in the My Points/My Bookings section of the HERA website.

Travel advisors can redeem their points year-round, for their own travel bookings or for shopping purchases through a dedicated online mall.

Some of the exclusive features of HERA include:

  • Access to 270+ luxury and lifestyle hotels and resorts across 11 prestigious brands, including Orient Express, Raffles, Fairmont, Sofitel, Sofitel Legend, Emblems Collection, Banyan Tree, Faena, and Ennismore’s SLS, SO/ and Delano.
  • Complete booking history of a HERA advisor’s reservations made for their clients in eligible Accor and Ennismore branded hotels and resorts
  • Enriched hotel feature pages and informative fact sheets (i.e. Suites plan)
  • Bespoke booking confirmations for easy delivery to clients
  • A dedicated email [email protected] and helpdesk team for travel advisor support
  • Direct onsite contact details for hotel-level staff including HERA Champions

To enroll in Hera, accredited travel advisors are invited to visit HERA.Accor.com

About Accor, a world-leading hospitality group

Accor is a world-leading hospitality group offering stays and experiences across more than 110 countries with over 5,600 hotels and resorts, 10,000 bars & restaurants, wellness facilities and flexible workspaces. The Group has one of the industry's most diverse hospitality ecosystems, encompassing around 45 hotel brands from luxury to economy, as well as Lifestyle with Ennismore. ALL, the booking platform and loyalty program embodies the Accor promise during and beyond the hotel stay and gives its members access to unique experiences. Accor is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity, and inclusivity. Accor's mission is reflected in the Group's purpose: Pioneering the art of responsible hospitality, connecting cultures, with heartfelt care. Founded in 1967, Accor SA is headquartered in France. Included in the CAC 40 index, the Group is publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States. For more information, please visit group.accor.com or follow us on X, Facebook, LinkedIn, Instagram and TikTok.

ABOUT ENNISMORE

Ennismore is a global collective of entrepreneurial and founder-built brands with creativity and purpose at their heart. Founded in 2011 by entrepreneur Sharan Pasricha, Ennismore and Accor entered a joint venture in 2021, creating a new autonomous entity and the fastest-growing lifestyle hospitality company, with Accor holding a majority shareholding. Ennismore comprises three pillars: a lifestyle collective rooted in culture and community, immersive resorts creating havens for escapism and entertainment, and iconic luxury venues pioneering the art of exclusive culinary destinations.

Ennismore has an unrivalled ecosystem of 16 brands and two independent F&B groups, comprising 190+ hotels and 145+ in the pipeline, more than 500 restaurants and bars, and a network of 50+ branded residences. Ennismore operates hotels in over 40 countries with more than 25,000 team members. Ennismore has four dedicated in-house studios: an F&B Platform, AIME Studios for interior & graphic design, a Digital Product & Tech Innovation Lab, and a Partnerships Studio. Dis-loyalty is Ennismore's travel and food membership dedicated to lifestyle. Ennismore is committed to positively impacting the world, with a key focus on creating inclusive communities among its teams and in the places it calls home. ennismore.com

*Figures as of the end of September 2025.

Design & Architecture Design & Architecture Sales & Marketing Operations & Strategy
Accor
Hotel GroupManagement CompanyFranchise OrganizationBrand Owner

Accor is a world-leading hospitality group offering stays and experiences across more than 110 countries with over 5,600 hotels and resorts, 10,000 bars & restaurants, wellness facilities and flexible workspaces. The Group has one of the industry's most diverse hospitality ecosystems, encompassing around 45 hotel brands from luxury to economy, as well as Lifestyle with Ennismore.

Ennismore
Hotel GroupManagement CompanyBrand Owner

Ennismore is a creative hospitality company with a global collective of entrepreneurial and founder-built brands with purpose at their heart. It curates and manages unique properties and experiences in some of the most exciting destinations around the world. Ennismore and Accor entered a joint venture in 2021 to create a new autonomous entity, with Accor holding a majority shareholding.

So/
Brand by Ennismore

A vivid cocktail of luxury, sophistication and style. An audacious burst of local energy with an unmistakable playful twist. An edge that sets the experience apart. Fashionable and social, it’s the place to be and be seen, connecting the like-minded. Each SO/Sofitel hotel is imagined and created through an artful collaboration with a renowned fashion signature designer.

Delano
Brand by Ennismore

Delano offers modern travellers that most rare and coveted of experiences — unadulterated luxury that nourishes their hedonistic desires, body and soul. It redefines the luxury resort experience with first-inclass service and customised guest experiences that awaken your curiosity, nourish your senses and soul, and shape a personal journey for couples, loved ones, solo travellers and families that lives well beyond each stay.

Orient Express
Brand by Accor

Orient Express Hotels is an ultra-luxury hospitality brand inspired by the legendary 19th-century train that epitomized the golden age of travel. Revived by Accor, the brand combines heritage, craftsmanship, and immersive storytelling across a growing collection of hotels, trains, and yachts. Its first modern property, La Minerva in Rome, opened in 2025, with others like Palazzo Donà Giovannelli in Venice to follow.

Faena
Brand by Accor

FAENA is one of the world’s most impactful brands in the lifestyle and hospitality industry, creating a perfect blend of a hotel and resort experience with local history and deep cultural values. With each unique large-scale vibrant district, Faena possesses the power to shift the gravitational center of each destination to become a new community epicenter and expand its cultural footprint.

Emblems Collection
Brand by Accor

Emblems Collection is a captivating global portfolio of luxury hotels and resorts. Featuring unique properties that are ‘emblematic’ of their designers, demographics or destinations, hotels within the Emblems Collection stand apart as revered landmarks with character, history and aura. Signature elements include sumptuous surroundings in handpicked locations, charismatic service and exclusive bars.

Sofitel
Brand by Accor

Sofitel Hotels & Resorts is an ambassador of modern French style, culture and art-de-vivre around the world. Established in 1964, Sofitel is the first international luxury hotel brand to originate from France with more than 120 chic and remarkable hotels in the world’s most sought-after destinations. Sofitel exudes a refined and understated sense of modern luxury, always blending a touch of French decadence with the very best of the locale.

Fairmont
Brand by Accor

Fairmont Hotels & Resorts is where occasions are celebrated and history is made. Landmark hotels with unrivalled presence, authentic experiences and unforgettable moments have attracted visitors to Fairmont and its destinations since 1907. The Plaza in New York City, The Savoy in London, Fairmont San Francisco, Fairmont Banff Springs and Fairmont Peace Hotel in Shanghai are but a few of these iconic luxury hotels, forever linked to the...

Banyan Tree
Brand by Banyan Group

The Banyan Tree Group is a leading international operator and developer of premium resorts, hotels, residences and spas, with a collection of award-winning brands. Banyan Tree offers a Sanctuary to rejuvenate the mind, body and soul in awe-inspiring locations around the globe. Rediscover the romance of travel as you journey to iconic destinations where authentic, memorable experiences await.

SLS
Brand by Ennismore

SLS is crafted with the luxury and excellence of a grand hotel, and delivered with a mischievous wink and a sexy little smile. It’s the home of lavish and extraordinary experiences coupled with a playful ambiance. Culinary artistry, theatrical interiors, subversive design touches and unexpected indulgences are at the heart of every SLS property.

Raffles
Brand by Accor

Raffles Hotels & Resorts boasts an illustrious history and some of the most prestigious hotel addresses worldwide. In 1887, Raffles Singapore set the standard for luxury hospitality, introducing the world to private butlers, the Singapore Sling and its enduring, legendary service. Today, Raffles continues this tradition in leading cities and lavish resort locales, enchanting travellers with meaningful experiences and service that is both...