Accor Launches HERA Travel Advisor Program with Enhanced Features and Rewards

Accor Launches HERA Travel Advisor Program with Enhanced Features and Rewards

The new and enriched program provides access to 270+ Accor and Ennismore hotels and resorts across 11 remarkable luxury and luxury lifestyle brands including Orient Express, Raffles, Fairmont, Sofitel, SLS, Delano and more 

(IN SHORT) Accor introduces HERA, its new global loyalty and rewards program exclusively designed for travel advisors, offering a comprehensive digital experience at The program encompasses informative resources on luxury and lifestyle brands, generously rewarding advisors for bookings while enhancing productivity and client satisfaction. Pascal Visintainer, Senior Vice President Global Sales, Luxury & Lifestyle at Accor, emphasizes HERA’s aim to inspire loyalty among travel professionals by providing seamless tools for bespoke travel experiences and valuable Reward Points. The program replaces Accor’s Famous Agents program, seamlessly migrating data and Reward Points to the new platform, where advisors earn points for each booked room night and enjoy year-round redemption options for travel or shopping. HERA offers access to a wide range of luxury and lifestyle hotels, enriched hotel feature pages, bespoke booking confirmations, and dedicated support channels, marking a significant advancement in Accor’s support for and recognition of travel agents.

(PRESS RELEASE) Paris, France, 2024-May-7 — /Travel PR News/ — Accor, a world-leading hospitality group, announced the launch of HERA, Accor Travel Advisor Program – a new worldwide loyalty and rewards program exclusively for travel advisors. Available now at, the new program includes more brands, more features, and more capabilities as well as an enhanced digital experience with easy and efficient online tools for booking, tracking and reviewing activity.

Other key features of HERA include informative and educational resources on Accor’s participating luxury and luxury lifestyle brands and hotels – including those sitting within the global lifestyle collective Ennismore. The new program generously rewards travel advisors for bookings while allowing them to increase their productivity, performance, and client satisfaction.

“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 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. With easy-to-use tools for travel planning, an efficient booking system, and plentiful rewards, we are confident that HERA, and therefore participating hotels sitting within Accor’s Luxury & Lifestyle division, will be a top choice of travel advisors around the globe.”

HERA takes Accor’s ability to support and recognize travel agents up a notch and replaces the Group’s former Famous Agents program, with all previous travel advisor data, history, and Reward Points seamlessly migrated to the new platform. Using their personalized HERA member ID, travel advisors will earn Reward Points with each room night booked. Reward Points are easy to accumulate across a wide variety of booking channels – all Accor booking channels, GDS and hotel direct – with each advisor’s activity and history tracked in the My Points/My Bookings section of the HERA website.

Travel advisors can redeem their points year-round, for their own travel bookings or for shopping purchases through a dedicated online mall.

Some of the exclusive features of HERA include:  

  • Access to 270+ luxury and lifestyle hotels and resorts across 11 prestigious brands, including Orient Express, Raffles, Fairmont, Sofitel, Sofitel Legend, Emblems Collection, Banyan Tree, Faena, and Ennismore’s SLS, SO/ and Delano.
  • Complete booking history of a HERA advisor’s reservations made for their clients in eligible Accor and Ennismore branded hotels and resorts
  • Enriched hotel feature pages and informative fact sheets (i.e. Suites plan)
  • Bespoke booking confirmations for easy delivery to clients
  • A dedicated email and helpdesk team for travel advisor support
  • Direct onsite contact details for hotel-level staff including HERA Champions

To enroll in Hera, accredited travel advisors are invited to visit

Accor is a world leading hospitality group offering experiences across more than 110 countries in 5,600 properties, 10,000 food & beverage venues, wellness facilities or 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. Accor is committed to taking positive action in terms of business ethics & integrity, responsible tourism, sustainable development, community outreach, and diversity & inclusion.  Founded in 1967, Accor SA is headquartered in France and publicly listed on Euronext Paris (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States. For more information, please visit or follow us on X, Facebook, LinkedIn, Instagram and TikTok.

Media Contacts:

Line Crieloue
VP External Group Communication

Angélique CAMBON
Senior Communication Manager

Source: Accor