Accor Expands HERA Programme with New Advisor Challenge and Immersive Luxury Reward Trip

(IN SHORT) Accor is launching the second edition of the HERA Challenge, inviting members of its HERA loyalty and rewards programme for travel advisors to compete for a place on the next HERA Voyage in early 2027. The initiative will recognise 33 top-performing luxury travel advisors across categories including overall revenue, single-booking revenue, regional performance, brand expertise and destination diversity. Bookings made with a HERA number between December 1, 2025, and December 1, 2026, will count toward the challenge. The winning advisors will take part in an exclusive immersive journey to a luxury Accor destination, with the location due to be revealed later this summer. Accor said the trip will include meaningful local encounters and community engagement, aligning with its focus on sustainable and culturally sensitive travel. The previous HERA Voyage brought winners to Sofitel Legend Santa Clara Cartagena and Sofitel Barú Cartagena Beach Resort in Colombia, where they experienced local workshops, excursions, wellness activities, luxury accommodation, dining and an awards ceremony. The renewed challenge also highlights Accor’s broader effort to strengthen its relationship with the global luxury travel advisor community through HERA, which launched in 2024 and now supports advisors with digital booking tools, rewards, enriched hotel profiles and access to more than 500 luxury and lifestyle properties across brands such as Orient Express, Raffles, Fairmont, Sofitel, MGallery and Ennismore.

(PRESS RELEASE) PARIS, 2026-May-20 — /Travel PR News/ — Accor is continuing the HERA Challenge, inviting luxury travel advisors around the world to take part in the second edition of the performance-based initiative connected to HERA, the hospitality group’s global loyalty and rewards programme for travel advisors.

The challenge is open to HERA members and will recognise 33 top-performing advisors with a place on the next HERA Voyage, an exclusive reward trip to one of Accor’s luxury destinations in early 2027. The destination remains a surprise for now and is expected to be announced later this summer.

The HERA Voyage is designed as an immersive travel experience that combines luxury hospitality with local cultural engagement. Accor said the itinerary for winning advisors will include meaningful local encounters and community-focused experiences, reflecting the group’s wider commitment to sustainable and culturally sensitive travel.

The first HERA Voyage took place in Colombia, where winners visited Sofitel Legend Santa Clara Cartagena, a historic 17th-century convent transformed into one of the city’s landmark luxury hotels, as well as Sofitel Barú Cartagena Beach Resort. The four-day itinerary included local workshops, immersive excursions, wellness experiences, luxury accommodation, five-star dining and an awards ceremony recognising the achievements of participating travel advisors.

For the second edition of the HERA Challenge, bookings made with a travel advisor’s HERA number between December 1, 2025, and December 1, 2026, will count toward the competition. Winners will be selected across several categories designed to recognise revenue performance, regional success, brand expertise and destination diversity.

The Performance Champions category will recognise the top three HERA members by total revenue on HERA.Accor.com, as well as the top three by revenue from a single booking. The Regional Stars category will recognise the top three HERA bookers by revenue in the Americas; Europe, Africa and Turkey; and the Middle East, Asia and the Pacific.

The Brand Experts category will recognise top-performing advisors for Accor luxury and lifestyle brands, including Orient Express, Fairmont, Raffles, Sofitel, Emblems, Sofitel Legend, MGallery and Ennismore lifestyle brands. The Destination Diversifiers category will honour the top three HERA bookers with the broadest range of destination countries booked.

Pascal Visintainer, Global Chief Sales Officer for Accor Luxury & Lifestyle, said the HERA Voyage provides an opportunity to personally recognise top HERA members and celebrate the important role travel advisors play in representing Accor’s brands around the world. He noted that the previous edition helped showcase a major Latin American destination while strengthening connections between advisors and Accor Luxury & Lifestyle hoteliers.

Accor launched HERA in 2024 to provide travel advisors with more digital tools, stronger booking capabilities and a more efficient online experience. The platform allows advisors to book, track and review activity while earning rewards points that can be redeemed for hotel stays or shopping.

HERA also gives advisors access to enriched hotel profiles, hotel-level support contacts and a broad portfolio of luxury and lifestyle properties. The programme covers more than 500 addresses across over 15 Accor brands, including Orient Express, Raffles, Fairmont, Sofitel, MGallery and Ennismore brands such as Delano, SLS, SO/ and The Hoxton.

Through the renewed challenge, Accor is reinforcing its relationship with the global luxury travel advisor community while highlighting the role of specialist advisors in designing bespoke travel experiences for high-end customers.

ABOUT ACCOR

Accor is a world-leading hospitality group offering stays and experiences across more than 110 countries with over 5,800 hotels and resorts, 10,000 bars and restaurants, wellness facilities and flexible workspaces. The Group has one of the industry’s most diverse hospitality ecosystems, encompassing more than 45 hotel brands from luxury to economy, as well as lifestyle with Ennismore. ALL Accor, 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.

Media relations
Alexis Blottiere – alexis.blottiere@accor.com

SOURCE: Accor