Accor Plus announces Emilie Couton as new CEO

Accor Plus, the leading travel loyalty subscription programme in Asia Pacific, today announced the appointment of Emilie Couton as its new Chief Executive Officer. She steps into the role with more than 24 years of experience working with Accor and its subsidiary, D-EDGE Hospitality Solutions, across Europe and the Asia Pacific region.

“We're incredibly excited to welcome Emilie as CEO at such a defining moment for Accor Plus and the travel loyalty industry. She brings a visionary, energetic and data-driven approach, paired with a passion for hospitality and a deep respect for the people who bring it to life every day,” said Mehdi Hemici, Chief Loyalty & E-Commerce Officer, Accor.

“For more than 30 years, we've provided Accor Plus members with a subscription programme that delivers unparalleled value. With Emilie's extensive hospitality expertise and remarkable leadership skills, we're setting our sights on what's next for Accor Plus and delivering even more value and unforgettable experiences to our members,” said Hemici.

Emilie has spent more than two decades based in Thailand and Singapore, working in markets throughout the region. She brings a profound understanding of the industry, a keen awareness and appreciation of cultural nuances, and a passion for innovation and growth.  Emilie is also a respected industry voice and a regular speaker at travel, hospitality and technology conferences across Asia Pacific.

During her tenure at Accor, she has held several senior roles across loyalty, digital marketing, distribution and commercial B2B. Her contributions have played a key role in the group's significant growth in Asia Pacific, where the network scaled from 250 to 1,200 hotels across 38 brands, consistently delivering above-market performance. Most recently, she served as Managing Director, Asia Pacific, at D-EDGE, a distribution, technology and digital marketing platform for the hotel industry. She credits these diverse experiences as shaping her unique perspective on the travel loyalty subscription model.

“I'm genuinely thrilled to lead Accor Plus into its next phase, one where the member experience will continue to be at the absolute heart of everything we do. Our focus will be on innovating and personalising each touchpoint, exceeding expectations and creating exceptional value for our loyal members, hotels, business partners and team members,” said Emilie Couton, CEO, Accor Plus.

“For me, Accor Plus is far more than a loyalty programme. In partnership with our hotels, we create opportunities for our members to travel more, savour more, and enjoy exclusive moments that bring people together. We're proud to showcase the breadth of our hotel brands and network, and the richness of the destinations we're part of,  their culture, cuisine and character, creating meaningful ways for our members to experience them with greater connection and ease,” said Couton.

Emilie joins Accor Plus at an exciting time. In the past year, Accor Plus celebrated a milestone of 30 years delivering an innovative travel subscription programme for more than 450,000 members across the Asia Pacific region. In 2024, members enjoyed over 3.1 million hotel nights, redeemed one billion ALL Accor Reward points, and accessed more than 2,300 exclusive offers for unforgettable stays and experiences. Continue reading

Exclusive Insights:

Premium Members are invited to request a detailed survey of anticipated GM and C-Suite job openings in Accor worldwide as of 14.07.2025 by emailing admin@leading-hoteliers.com

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