Hotel loyalty programs are expanding into outdoor hospitality, cruises, and exclusive sporting experiences as major hospitality groups look for new ways to engage members beyond traditional overnight stays. Hilton and Accor are pursuing different approaches, with Hilton extending its Hilton Honors program to outdoor accommodations and luxury cruises, while Accor is using its ALL Accor platform to offer members access to exclusive events.
The developments reflect a broader effort by hospitality companies to make loyalty points useful across different travel and leisure experiences. For campground, RV resort, and glamping operators, these initiatives also illustrate how established hotel groups are extending their customer relationships into alternative accommodation markets.
Hilton’s expansion includes partnerships with AutoCamp, an outdoor hospitality company, and Explora Journeys, the luxury cruise brand owned by the MSC Group. Since July 8, 2026, Hilton Honors members have been able to earn and redeem points on Explora Journeys cruises booked through Hilton. Members earn 10 base points for every dollar spent, receive a 5% discount on all rates, and can count eligible bookings toward their Hilton Honors status qualification.
The cruise partnership builds on Hilton’s earlier agreement with AutoCamp, announced in February 2024, according to Hospitality On. AutoCamp operates outdoor accommodation properties featuring Airstream caravans, cabins, and tents near destinations in the United States, including Yosemite, Joshua Tree, Zion, and Cape Cod. Its properties have been bookable through Hilton’s distribution channels since spring 2024, beginning with AutoCamp Cape Cod. Hilton Honors members earn 10 points per dollar spent and can also redeem points toward their stays.
On December 8, 2025, Hilton consolidated these offerings under Hilton Honors Adventures, bringing its outdoor accommodation and cruise partnerships together within the loyalty program. Explora Journeys became the platform’s exclusive cruise partner, offering itineraries across the Mediterranean, Northern Europe, and the Caribbean.
A launch promotion, which ran through June 7, 2026, offered 100,000 bonus points per suite booked, along with up to $400 or €400 in onboard credit on 16 selected itineraries.
The full rollout of the cruise benefits took place on July 8, 2026. Additional onboard benefits vary according to membership status. Diamond Reserve members, Hilton’s highest-tier loyalty members, can receive private port transfers and access to the ship’s bridge, among other benefits.
Mark Weinstein, Chief Marketing Officer and head of luxury brands at Hilton, described the arrangement as a two-way partnership. Hilton Honors members gain opportunities to earn and redeem points outside the group’s hotels, while Explora Journeys passengers may also be introduced to Hilton’s hotel portfolio.
For outdoor hospitality businesses, the AutoCamp partnership demonstrates how alternative accommodation providers can gain access to the distribution networks and loyalty customer bases of established hotel groups. Integrating with a larger loyalty ecosystem can potentially increase property visibility and attract travelers who already participate in a rewards program. However, the commercial value of such arrangements depends on booking terms, customer acquisition costs, commission structures, and the ability to convert first-time guests into repeat customers.
Accor has taken a different approach through its ALL Accor loyalty program, focusing on exclusive experiences rather than expanding accommodation booking options.
On May 18, 2026, ALL Accor hosted the second edition of its Dream Tournament at Parc des Princes, the home stadium of French soccer club Paris Saint-Germain (PSG). The event brought together more than 160 participants, including loyalty program members, content creators, public figures, and competition winners.
Participants were divided into 16 teams and played matches on the stadium’s pitch, with each team led by a former PSG player. The participating football personalities included Pedro Miguel Pauleta, Javier Pastore, Ezequiel Lavezzi, Jay-Jay Okocha, Guillaume Hoarau, and Nenê. Guests also received access to the stadium’s official locker rooms and entered the pitch through the players’ tunnel.
The event incorporated several Accor brands into the experience. MGallery provided a recovery area beside the pitch, Novotel served a plant-based lunch, Mövenpick handled dinner, and Sofitel organized the evening entertainment, which included a DJ performance by the duo Ofenbach. The 16 participating teams also wore shirts featuring the group’s hotel brands as sponsors.
Accor and PSG used the occasion to announce an extension of their partnership through 2030.
ALL Accor values 2,000 loyalty points at €40 in discounts on a stay. The Dream Tournament, however, illustrates how the program also uses points and membership benefits to provide access to experiences that are not necessarily available through conventional purchases.
Mehdi Hemici, Chief Loyalty & E-Commerce Officer at Accor, presents the Dream Tournament as an example of a loyalty strategy that provides access to moments members cannot ordinarily purchase, extending the relationship beyond accommodation.
PSG, meanwhile, has a reported global community of 500 million fans across nearly 100 countries, giving Accor access to an international audience through the partnership.
Both Hilton and Accor are entering the Best Guest Experience category at the Hospitality Awards 2026. The winner, presented by CDS by S4BT, will be selected by a committee and announced at the awards ceremony on November 23, 2026, at the InterContinental Paris Le Grand.
The two initiatives highlight different ways hospitality groups are broadening loyalty programs: Hilton is extending rewards into additional travel and accommodation categories, while Accor is emphasizing access to exclusive experiences. For independent campground, RV park, and glamping operators, the developments offer examples of how partnerships, distribution networks, and experiential benefits can be incorporated into customer retention strategies. As competition across accommodation markets grows, loyalty programs that connect stays with broader travel experiences may become an increasingly relevant consideration for businesses seeking to attract and retain guests.
