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Accor Revamps How It Rewards Luxury Travel Advisors for Hotel Bookings

Sean O'Neill , Skift

May 6th, 2024 at 10:53 AM EDT

The Paris-based hotel giant is showering travel advisors with points, perks, and online tools. The goal is to inspire loyalty for bookings of its poshest brands, from Raffles to SLS—all while keeping those pesky online travel agency fees at bay.

Sean O'Neill

Accor , the Paris-based hotel giant, revealed its revamped rewards program for luxury travel agents on Monday.

Why it matters

The move aims to bolster Accor’s sales in the luxury and lifestyle hotel segment. Travel agents and advisors are crucial for Accor’s business, helping to boost visibility, reputation, and traveler loyalty through direct bookings that avoid online travel agency commissions.

Focus on luxury and lifestyle hotels

A new portal for travel agents, Hera , will provide agents with tools to book over 270 hotels across a selected set of luxury and lifestyle brands from Accor and its joint venture partner, Ennismore .

“Hera offers a more in-depth content base on our hotels, with a business-to-business approach and a newly-defined hotel page, which allow travel advisor members to get more out of the platform,” said a spokesperson.

Rewards for travel agents

Every room night that an agent books for their clients in the hotels of the following brands will earn the agent one Hera point: Raffles , Fairmont , Banyan Tree , Sofitel , Sofitel Legend , Emblems , Delano , SLS , and SO .

Travel advisors can earn reward points through various booking channels, including negotiated discounted rates. Agents can redeem these Hera points for personal travel or shopping purchases.

The Hera points are separate from loyalty points in Accor’s consumer-facing ALL loyalty program , which travelers earn for their stays.

“Hera aims to inspire loyalty among travel professionals,” said Pascal Visintainer, senior vice president of global sales luxury and lifestyle.

Travel management companies, wholesalers, and tour operators aren’t eligible.

There are also incentives for booking events via Paris Society , the French event business.

Tools for selling hotels

The new Hera portal also aims to boost productivity and client satisfaction by providing resources and tools to create bespoke luxury experiences. The intent is to make it easier for travel agents to market Accor’s properties. Accredited travel advisors can enroll in the site for free.

“There’s no specific training and mentoring section on the website that is linked to the loyalty program,” a spokesperson said. “There are multiple workstreams in parallel and travel advisor training on our brands and hotels remains a priority for the group. We are hopeful to be able to come to market with a revamped offer that is linked to the loyalty program at some point soon, but this won’t happen until 2025 or beyond.”

The big picture

Accor runs more than 5,300 hotels and residences across 110 countries. Last year, it generated about $1.084 billion (€1.003 billion) in EBITDA from revenue of about $5.47 billion (€5.003 billion).

More on Accor, Ennismore, and Travel Advisors from Skift

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Tags: accor , ennismore , future of lodging , loyalty , travel advisors , travel agencies , travel agents

Photo credit: A guest room from the view of the bed at Fairmont Hotel Vier Jahreszeiten near Hamburg, Germany. Source: Accor.

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Accor Launches New Advisor Rewards Program Called HERA

Raffles is one of the brands in Accor's HERA program. Photo: Accor 

Accor on Monday launched its brand new loyalty and rewards program for travel advisors called HERA .

HERA rewards advisors for bookings across the Accor portfolio, including brands such as Orient Express, Raffles, Fairmont, Sofitel, Banyan Tree, and more. It replaces Accor’s previous Famous Agents program (all previous reward points will carry over to HERA).

HERA will reward advisors across booking channels—direct with Accor, direct with a property, and GDSs—while also allowing them to track their activity and history through the portal’s My Points/My Bookings section.

Members of HERA will be able to redeem points year-round, either for their own Accor bookings or for shopping purchases through a dedicated online mall. Members will also get access to a dedicated helpdesk team and onsite teams that can assist with client needs.

Aside from the rewards and tracking, HERA will also be the home of hotel feature pages and fact sheets, including floor plans for suites across the portfolio.

“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,” said Pascal Visintainer, Senior Vice President of Global Sales, Luxury & Lifestyle, Accor.

“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.”

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Novotel Moscow: welcome to the capital of Russia

Browse hotels in moscow.

Moscow is a city of history and culture, a place where Russian traditions come to life. Its iconic Red Square is a must-see, as is the Moscow Kremlin and the beautiful St. Basil's Cathedral. The Bolshoi Theatre offers a world-class performance, and there are plenty of parks and playgrounds where families can relax and enjoy the city. And when it comes to accommodation, Novotel hotels offer the perfect combination of convenience and comfort, with their family-friendly central locations.

Best places to visit in Moscow

Moscow is a city of culture, history and beauty, and Novotel hotels provide the perfect base for exploring. From Novotel Moscow Centre, you’ll be not far from The State Tretyakov Gallery and Gorky Central Park of Culture and Leisure, both in the city of Moskva. Novotel Moscow City is close to Novodevichy Convent, and a short drive away from Moskovskiy Metropoliten. With Novotel, you’ll be sure to make the most of your time in Moscow.

Family hotels in Moscow

Make your family trip to Moscow one to remember with Novotel. Our 4 hotels in Moscow provide a warm welcome for every family, with special gifts for kids aged 16 and under. We offer discounts for interconnecting rooms, and there’s plenty of fun to be had in our Social Hubs. Plus, kids can enjoy breakfast for free! Whether you’re looking for a city break, a countryside escape or a beach holiday, Novotel has the perfect family-friendly accommodation for you in Moscow. Novotel Moscow Centre offers families the perfect base to explore the city. Just 10 minutes' drive away is the Pushkin State Museum of Fine Arts, while the Moscow Circus on Ice is only 9 minutes away. The hotel is also close to the Moscow Zoo, making it easy to enjoy a day out with the family. For a leisurely stroll, Park Pobedy Na Poklonnoy Gore is just a short drive away from Novotel Moscow City.

Business hotels in Moscow

Novotel hotels in Moscow provide the perfect combination of convenience and comfort for business travelers. Located in the heart of the city, they are just a short walk away from the bustling business district and offer a range of modern amenities to make your stay as productive as possible. Enjoy complimentary Wi-Fi and access to meeting spaces and conference rooms, as well as the expertise of Novotel Ambassadors to ensure your business trip to Moscow is a success. Novotel Moscow Centre is the ideal place for business travelers, conveniently located within 10 minutes' walk of Kitay-Gorod, 10 minutes' drive from Tverskaya Street, and not far by car from Arbat Street. For those looking for a more urban experience, Novotel Moscow City is situated in the heart of the Presnensky District, just 9 minutes' drive away. Both hotels offer spacious meeting rooms, private car parking, and easy access to Moscow's top attractions.

Wellness stays in Moscow

At Novotel, we understand the importance of taking care of yourself. Our wellness hotels in Moscow offer a perfect balance of relaxation and rejuvenation. Enjoy the stunning views of the city from the terrace, or take a dip in our heated pools. With a 24-hour reception and delicious breakfast in the morning, you can focus on getting the most out of your wellness experience and let us take care of the rest. Stay at Novotel Moscow and enjoy the ultimate wellness experience. Novotel Moscow Sheremetyevo and Novotel Moscow City offer a range of amenities, including an indoor swimming pool, spa and fitness center. Novotel Moscow Kievskaya and Novotel Moscow Centre are also great options, with their heated indoor pools and state-of-the-art fitness centers. Whether you're looking to relax or stay active, Novotel Moscow has the perfect facilities for you.

Restaurants in Moscow

Experience the best of Moscow dining at Novotel's restaurants. From the vibrant Don Pepe Tex Mex at Core Novotel Moscow Shereme, to the classic international cuisine at Cote Jardin and Cote Azur at Ppoint Novotel Moscow Centre, you'll find something to tantalize your taste buds. All of our restaurants are overseen by experienced chefs, such as Mrs. Anastasia Bogacheva and Ms Olga Merinova, who bring their own unique twist to the dishes. And, of course, all of our restaurants offer a children's menu, so the whole family can enjoy the flavors of Moscow.

Which Moscow hotel is best for family stays?

When it comes to family stays in Moscow, Novotel hotels are the perfect choice. Our hotels offer great deals for families, including free stays and breakfast for two kids under 16, 50% discount on second family rooms, and play areas in our lobbies. Families can explore the Pushkin State Museum of Fine Arts, the Moscow Zoo, Park Pobedy Na Poklonnoy Gore and the Moscow Circus on Ice, all located in the city of Moskva. With Novotel, families can enjoy a fun and comfortable stay in Moscow.

How much is a night at a Moscow hotel?

Novotel hotels in Moscow offer great value for money, with competitive rates for business travelers, families and sightseers alike. Plus, when you book your stay with us, you can be sure you’re getting the best price available. If you find a lower rate within 24 hours of booking, we’ll match it. Check out our rates for your preferred dates and book your stay with us today.

What is the most romantic Novotel hotel in Moscow?

A stay at Novotel Moscow Centre is the perfect romantic getaway. Located in the heart of the city, it is just a few minutes' walk away from the iconic Red Square and St. Basil's Cathedral, as well as the world-famous Bolshoi Theatre. Enjoy a romantic evening stroll in the city, and then come back to the hotel for a romantic dinner in one of our restaurants. Our stunning views of the city skyline will make your stay truly unforgettable.

Which area is good for business travellers to Moscow?

Business travellers to Moscow will appreciate the convenience of Novotel's four hotels in the city. Located near Kitay-Gorod in the city of Moscow, Novotel Moscow Centre is just a 10-minute walk away. For those looking to explore the city, Tverskaya Street in the city of Moskva is only a 10-minute drive away, while Arbat Street in the city of Moskva is not far by car. All of our hotels are equipped with modern business facilities and services, making them ideal for business travellers.

Do you offer hotels with meeting rooms?

Yes, all Novotel hotels in Moscow offer meeting rooms equipped with the latest technology and amenities to ensure your event is successful. Our team of professionals will help you organize your event and make it a memorable one.

What is the closest Novotel hotel near Kitay-gorod?

The closest Novotel hotel near Kitay-gorod is the Novotel Moscow Centre, located just 10 minutes' walk away.

What is the closest Novotel hotel near Tverskaya Street?

The closest Novotel hotel near Tverskaya Street is the Novotel Moscow Centre, located 10 minutes' drive away.

What is the closest Novotel hotel near Arbat Street?

The closest Novotel hotel near Arbat Street is the Novotel Moscow Centre, located a short drive away.

What is the closest Novotel hotel near Presnensky District?

The closest Novotel hotel near Presnensky District is the Novotel Moscow City, located just 9 minutes' drive away.

Can I stay near Moscow airports?

Yes you can. Novotel Moscow Sheremetyevo is just a 1-minute walk away from Sheremetyevo - A.S. Pushkin international airport in the city of Khimki, making it an ideal hotel for travelers. It offers a variety of amenities including a fitness center, an on-site restaurant, and a 24-hour front desk. Novotel Moscow Kievskaya is a short drive away from Vnukovo International Airport in the city of Vnukovo, and features a bar, a 24-hour front desk, and a variety of room types. Novotel Moscow Centre is also not far by car from Zhukovsky International Airport in the city of Zhukovskiy and Moscow Domodedovo Mikhail Lomonosov Airport. It offers a restaurant, a fitness center, and a 24-hour front desk.

What is the closest Novotel hotel near Sheremetyevo - A.s. Pushkin International Airport?

The closest Novotel hotel near Sheremetyevo - A.s. Pushkin International Airport is the Novotel Moscow Sheremetyevo, which is located just 1 minute's walk away.

Can I stay near Moscow train stations?

Yes, you can. Novotel Moscow City is close to Kiyevsky railway station in the city of Moskva, so you can easily explore the city by train. At Novotel Moscow Centre, you’ll find Kurskaya, Belorussky Station and Kazansky railway station all within a short distance away. Enjoy a comfortable stay with modern amenities and a delicious breakfast, as well as a fitness center and a terrace. With Novotel you can be sure that you’ll always be close to the train station.

What is the closest Novotel hotel near Kiyevsky Railway Station?

The closest Novotel hotel near Kiyevsky Railway Station is the Novotel Moscow City. It is located not far from the station.

What is the closest Novotel hotel near Kurskaya?

The closest Novotel hotel near Kurskaya is the Novotel Moscow Centre, located close to the station.

What is the closest Novotel hotel near Belorussky Station?

The closest Novotel hotel near Belorussky Station is the Novotel Moscow Centre. It is located a short distance away.

What is the closest Novotel hotel near Kazansky Railway Station?

The closest Novotel hotel near Kazansky Railway Station is the Novotel Moscow Centre, which is a short distance away.

What is the closest Novotel hotel near Moscow Paveletsky Train Station?

The closest Novotel hotel near Moscow Paveletsky Train Station is the Novotel Moscow Centre, located not far away by car.

What is the closest Novotel hotel near Komsomolskaya?

The closest Novotel hotel near Komsomolskaya is the Novotel Moscow Centre, located just a few minutes away.

What is the closest Novotel hotel near Leningradsky?

The closest Novotel hotel near Leningradsky is the Novotel Moscow Centre, located just a short drive away.

What is the closest Novotel hotel near Yaroslavskiy Railway Terminal?

The closest Novotel hotel near Yaroslavskiy Railway Terminal is the Novotel Moscow Centre, which is a short drive away.

What is the closest Novotel hotel near Moscow Rizhsky Railway Station?

The closest Novotel hotel near Moscow Rizhsky Railway Station is the Novotel Moscow Centre, located just a few minutes away.

Do you offer hotels with swimming pool?

Yes, Novotel Moscow Kievskaya and Novotel Moscow Sheremetyevo both offer swimming pools that are perfect for a refreshing dip or a leisurely swim.

Do you offer hotels with spa?

Absolutely! Novotel Moscow City has an extensive spa and wellness center that offers a variety of treatments and services to help you relax and rejuvenate. Whether you are looking for a massage, facial, or body treatment, our spa has something for everyone.

Do you offer hotels with fitness center?

Absolutely! All Novotel hotels in Moscow are equipped with a fitness center to keep you feeling energized during your stay.

Are Moscow Novotel hotels Covid 19-safe?

Taking care of others is at the heart of everything Novotel does. Like all of our hotels, Novotel hotels in Moscow have elevated health and safety measures even further according to the ALLSAFE standards by Accor Live Limitless, developed with and vetted by Bureau Veritas, a world leader in testing, inspections and certification.

I made a booking via an online travel agent. Will I earn points?

2023/10/30 • knowledge.

• Book your room using an official Accor channel ( all.com site, mobile application Accor ALL, our brands sites, directly at the hotel or via the Accor reservation centre .
•  Select a hotel that participates in the programme ( list of exceptional hotels here ).
•  Must be identified as a member of the loyalty programme when you make your reservation and/or when you arrive at the hotel.

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Accor grows its portfolio in the Sunshine State, signing  Mercure Brisbane Spring Hill

Accor, Australia’s largest hotel operator, is excited to expand its network of Brisbane  hotels with the addition of Mercure Brisbane Spring Hill in the heart of the River City.  Formerly the independently operated Pacific Hotel Brisbane, Accor now operates the  179-room Mercure Brisbane Spring Hill under a hotel management agreement.

The hotel, which boasts a commanding location overlooking the city skyline and Roma  Street Parklands, will undergo a makeover to bring it in line with Mercure’s globally  recognised brand standards, with the new-look property set to be unveiled later this  year.

Accor Pacific Chief Operating Officer PM&E, Adrian Williams, said he was delighted to be  working with owners, the Singh family, and adding to the Group’s Brisbane portfolio,  particularly at a time when there’s heightened interest in the city with the Olympic  Games in 2032 and record interstate migration.

“Mercure Brisbane Spring Hill is in an excellent position overlooking the CBD and the  accommodation make-up of traditional rooms as well as one and two-bedroom suites  suits families, groups, and the corporate market well.

“Having been named as one of the world’s hottest travel destinations in 2024 by the  New York Times, there is a lot to be excited about when it comes to travel and tourism  to the Sunshine State, and we’re fortunate in that we have a strong portfolio of hotels  and brands to capture the travelling public.

“Mercure Brisbane Spring Hill is in a location that benefits from being within walking  distance to the CBD as well local neighbourhood cafes, restaurants and of course,  Suncorp Stadium, so we’re looking forward to welcoming those in town for business or  leisure or a hybrid of the two.”

Singh’s Enterprises (QLD) Co-owner, Sammy Singh, said: “We are proud to be  partnering with Accor on our first hotel project under the Mercure banner and excited to  be upgrading the property.

“We feel there is huge growth potential in the Brisbane market and having Accor as a  partner and utilising their unrivalled distribution and loyalty platforms and operations  expertise makes us feel very confident, as we move into this new phase of  diversification.”

Featuring a restaurant, bar, meeting facilities, swimming pool and spacious guestrooms,  including one and two-bedroom suites, many with balconies, the hotel promises to be a  favoured option for leisure and corporate travellers, especially those who are coming to  the city for major events.

With Suncorp Stadium within walking distance, the hotel is already lining up as a firm  favourite for the NRL finals season and The Lions Rugby Series which will kick off in  2025.

As part of hotel’s refurbishment, guestrooms will receive a makeover, with new  bedheads, lounge chairs, large scale artworks, carpets that reference local native foliage  and new joinery a focal point.

Furniture pieces with pops of colour and greenery will be thoughtfully placed throughout  the lobby, the meeting and conference rooms will be modernised, and the pool will  receive a striking glow-up, with colourful wall murals, new umbrellas and sun lounges, and plush reupholstering throughout.

Celebrating its 19th hotel in Brisbane and third Mercure in the capital, Mercure Brisbane  Spring Hill is a welcome addition to the Accor network. The hotel will be widely embraced  by Accor’s vast number of ALL – Accor Live Limitless loyalty members – of which 1 in 5  Australians are part of the award-winning programme.

From luxury to economy, Accor has 19 international brands across Australia, New  Zealand, Fiji and French Polynesia, such as Sofitel, MGallery, Art Series, Pullman,  Swissôtel, Mövenpick, Grand Mercure, Peppers, The Sebel, Mantra, Handwritten  Collection, Novotel, TRIBE, Mercure, BreakFree, ibis, ibis Styles and ibis budget, as well  as Ennismore’s SO/.

Melbourne on sale with Qantas 

Accor’s First-Quarter 2024 Revenue €1,236 million, up 8%

Accor launches hotel traineeship targeting young Indigenous talent  

ibis celebrates its 50th anniversary

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