SINGAPORE, 15 July 2025: Accor Plus, a travel loyalty subscription programme in Asia Pacific, announced Monday 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 Couton 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 Accor Chief Loyalty & E-Commerce Officer, Mehdi Hemici.
Couton 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.
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 Couton.
(Source: Accor Plus)
