Emilie Couton has been appointed chief executive officer, signalling a new chapter for Accor Plus as it looks to expand its value and impact across the Asia Pacific region.

Couton is a well-known figure in the hospitality industry, often speaking at regional conferences on loyalty, tech and innovation.

Her previous roles have spanned digital marketing, B2B distribution and commercial strategy, helping scale Accor’s APAC network from 250 hotels to 1200 hotels.

Most recently, Couton served as managing director, Asia Pacific, at D-EDGE, a distribution, technology and digital marketing platform for the hotel industry.

“We’re incredibly excited to welcome Emilie as CEO at such a defining moment for Accor Plus and the travel loyalty industry,” says Mehdi Hemici, chief loyalty and e-commerce officer at Accor.

“She brings a visionary, energetic and data-driven approach, paired with a passion for hospitality and deep respect for the people who bring it to life every day.

“With Emilie’s extensive hospitality expertise and remarkable leadership skills, we’re setting our sights on what’s next for Accor Plus and delivering even more value and unforgettable experiences to our members.”

Couton is excited by what lies ahead in her new role.

“I’m genuinely thrilled to lead Accor Plus into its next phase,” she says.

“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.”