The global subscription market is projected to surpass US$2 trillion by 2034, representing one of the most significant shifts in consumer behavior this decade.

Entertainment, food delivery and software have dominated the subscription landscape, yet travel remains largely overlooked – a gap that industry analysts believe presents enormous untapped potential.

“Despite subscriptions evolving to become an integral part of everyday life, travel is underserved,” says Emilie Couton, CEO of Accor Plus.

“With the subscription market expected to reach US$2 trillion over the next eight years, we anticipate paid travel subscriptions will become a defining trend in the way we travel.”

Exploring the potential

The appeal is straightforward: travelers seeking predictable value in an industry notorious for price volatility and hidden fees.

“Membership success in the modern subscription economy comes down to one thing: consistently delivering value,” Couton says, highlighting what differentiates successful subscription models from traditional loyalty programs.

Evidence from established markets suggests the model works. In the Asia–Pacific, where travel subscriptions have operated for more than three decades, the results are striking.

Subscription members book five times more nights than non-members, with Accor Plus generating more than 3.1 million hotel nights in 2024 alone. The subscriber base has grown to more than 450,000 members, demonstrating sustained demand for the model.

These engagement metrics reveal why travel companies are paying attention. Subscriptions create predictable revenue streams, encourage direct bookings that bypass commission-heavy third-party platforms and foster deeper customer relationships.

The data suggests subscription members aren’t just more frequent travelers – they’re fundamentally more engaged with the brands they subscribe to.

A new offer taking flight

The sector is now seeing expansion into new territories. Accor this week launched ALL Accor+ Explorer, a premium global travel subscription offering guaranteed discounts across more than 4,500 hotels and 30 brands worldwide, along with complimentary nights and elevated loyalty status.

Priced at US$229 annually, the program builds on the hotel group’s established subscription business in Asia–Pacific, extending its reach to meet travelers globally. It’s part of a broader industry pivot as major travel companies test how subscription models might work at scale.

The business case extends beyond hotels. Airlines, rental car companies and experience providers are all exploring how subscriptions might transform their customer relationships. The model promises to convert occasional customers into committed community members while providing companies the sustained engagement and revenue predictability they’ve long sought.

The shift mirrors broader consumer preferences toward access over ownership and predictable costs over variable pricing. Just as subscribers pay monthly fees for unlimited music or movies, travel subscriptions promise consistent savings and benefits in exchange for annual membership.

As the travel industry continues to evolve, subscriptions may represent more than just another loyalty mechanism. They could fundamentally reshape how consumers plan, book and experience travel – finally bringing the sector into the subscription economy that has already transformed so many others.