Accor has announced the return of the HERA Challenge, offering top-performing luxury travel advisors an exclusive immersive travel experience at a luxury destination in 2027.
Accor has officially launched the second edition of the HERA Challenge, inviting luxury travel advisors from around the world to compete for a place on the exclusive HERA Voyage in early 2027.
Announced in Paris on 20 May 2026, the initiative is open to members of HERA, Accor’s global loyalty and rewards programme designed for travel advisors. The challenge will reward 33 top-performing advisors with a luxury travel experience at one of Accor’s premium destinations, with the surprise location set to be revealed later this year.
The HERA Voyage is designed to combine luxury hospitality with cultural immersion and sustainable tourism experiences. Accor said the programme reflects the company’s long-standing commitment to responsible travel and meaningful local engagement.
Last year’s winners travelled to Sofitel Legend Santa Clara Cartagena and Sofitel Baru Cartagena Beach Resort in Colombia. The four-day itinerary featured wellness activities, local workshops, cultural excursions, luxury accommodation, fine dining, and an awards ceremony recognising the achievements of participating advisors.
For the 2026 challenge, bookings made using a travel advisor’s HERA number between 1 December 2025 and 1 December 2026 will count toward qualification. Awards will be presented across several categories, including Performance Champions, Regional Stars, Brand Experts, and Destination Diversifiers.
The programme covers several of Accor’s luxury and lifestyle brands, including Orient Express, Fairmont, Raffles, Sofitel, MGallery, and Ennismore lifestyle brands such as Delano, SLS, SO/, and The Hoxton.
Pascal Visintainer, Global Chief Sales Officer for Accor Luxury & Lifestyle, said the HERA Voyage helps strengthen relationships between travel advisors and Accor’s hotel brands while celebrating excellence within the luxury travel sector.
Launched in 2024, HERA provides travel advisors with booking tools, loyalty rewards, hotel support services, and access to over 500 luxury and lifestyle properties worldwide.
Source: ACCOR
