Felicity Arthur spent more than 20 years in hotel management, working across Australia and the UK, broadening her understanding of global hospitality.
She has always been driven by a love of service and the joy of creating memorable stays that bring guests back time and time again.
When Arthur first entered the hotel industry, she didn’t have a clear plan.
“I was once told that working in hotels felt like being on holiday every day. While that wasn’t quite the reality, it did spark my curiosity and opened the door to a world I quickly grew passionate about,” she said.
“What inspired me to stay was the energy, unpredictability, and human connection that define hospitality. No two days were ever the same, and the ability to create meaningful experiences for guests was incredibly rewarding.”
Over the years, Arthur progressed through a variety of operational and leadership roles that have shaped her understanding of both guest experience and commercial performance.
She also became increasingly fascinated by the power of loyalty and how recognition, personalisation, and emotional connection can influence guest behaviour and transform business outcomes. That curiosity led her into the loyalty industry.
Today, as the Director of Loyalty Operations and Performance – Pacific PME, Accor, she draws on that entire journey. Her background in hotel operations has given her a deep appreciation for what happens on the ground.
At the same time, her current role allows her to influence loyalty strategy and performance across more than 400 hotels.
“It’s a culmination of everything I’ve learned about people, service, and the power of loyalty to transform business outcomes,” said Arthur.
When Arthur joined Accor, she was genuinely in awe of the brand's power and the strength of its loyalty program. She saw firsthand how loyalty could carry a hotel through seasonal fluctuations, tighter budgets, or even challenging locations.
She said that guests came because it was Accor, i.e. they trusted the product, the people, and the benefits. That fascinated her and opened her eyes to how loyalty can shape behaviour, drive performance, and create emotional connection.
Since then, Arthur highlighted that the industry has transformed dramatically, driven by rapid technological advancements and the rise of data-led decision-making.
Loyalty has evolved from simple points and perks into a sophisticated ecosystem powered by personalisation, predictive insights, and real-time engagement. Today, ALL Accor has expanded far beyond hotel stays, becoming a one-stop shop that rewards members across their entire lifestyle.
With an ever-growing network of partnerships, members can earn and redeem points in ways that seamlessly integrate into their daily lives.
“Technology and data have enabled this shift, allowing us to understand our members more deeply and deliver experiences that feel relevant, connected, and genuinely rewarding. It’s been remarkable to witness and be part of this evolution.”
For the past decade, Arthur has also been teaching hotel management at a university, dedicating an entire weekly topic to loyalty. She mentioned that engaging with students from different generations and backgrounds has been energising.
Their perspectives have not only challenged but also inspired her.
“It reminds me that hospitality and loyalty are constantly evolving, and there is always more to discover.”
As technology continues to transform hospitality, Arthur believes the industry must strike a thoughtful balance between digital innovation and genuine human connection. She said that technology should elevate the guest experience, not replace the warmth and authenticity that sits at the heart of the industry.
The future of loyalty will hinge on personalisation, meaningful recognition, and experiences that feel genuinely tailored rather than simply automated.
Looking ahead, Arthur would love to see the broader industry continue innovating and leveraging smart technology while staying grounded in emotional connection. Loyalty programs that blend digital intelligence with heartfelt engagement will truly stand out.
