Advisor take-up of Accor’s HERA program soars

Circa 10,000 members registered within 50 days of launching

Accor’s new travel advisor loyalty and rewards program, HERA, has proven to be a huge success since its roll out online seven weeks ago. The program’s debut was reported at the time by LATTE.

HERA, Accor Travel Advisor Program is the latest trade program launched by Accor and includes more brands, more features and more capabilities compared to the former platform, as well as an enhanced digital experience with easy and efficient online tools for booking, tracking and reviewing activity.

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HERA spans Accor’s luxury and luxury lifestyle brands including those within the Ennismore stable, providing access to 270+ hotels and resorts across 11 brands within the Accor stable. Brands such as Orient Express, Raffles, Fairmont, Sofitel, Sofitel Legend, Emblems Collection, Banyan Tree, Faena, and Ennismore’s SLS, SO/ and Delano.

Plus it rewards travel advisors for bookings, with 1 point earned per night booked.

Pascal Visintainer, Senior Vice President Global Sales, Luxury & Lifestyle for Accor told media at ILTM Asia Pacific this week that his vision for HERA is to be “the best partner of the travel advisor around the world.”

Pascal Visintainer, SVP Global Sales, Luxury & Lifestyle, Accor | Photo: Guy Dundas/LATTE.

He said HERA’s dedicated online platform provides all the information advisors need to be able to sell the high-end accommodation offerings of Accor.

Visintainer told media the program had already far exceeded expectation in terms of sign ups. Around 10,000 travel advisors had joined HERA since its launch in mid-May. “It’s a good start as we are ambitious.”

Visintainer told LATTE his goal in terms of program membership was to reach 15,000 travel advisors in the first 12 months, with that figure to be doubled annually.

Those advisors that have signed up to HERA are further reaching than Accor’s existing ‘Famous Agents’ program, he explained.

The Mozart Prague, Sofitel Legend

Famous Agents is specific to Raffles, Fairmont, Swissôtel, onefinestay and participating Sofitel and Pullman properties. That scheme had a strong following primarily in North America. Already, HERA was tapping into other regions of the world Famous Agents had not been present, a key objective for Visintainer.

HERA provides in-depth property information beyond what is listed on a hotelier’s website, including exclusive information that Visintainer says, will enable travel advisors to prepare “unforgettable stays for clients”.

Advisors can also create customised booking confirmations with a personalised message, picture and agency logo for their clients.


Lead image: Pascal Visintainer, Senior Vice President Global Sales, Luxury & Lifestyle for Accor | Photo: Guy Dundas/LATTE.

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