Skift Take

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