Accor has unveiled a new way for travelers to search, explore, and plan hotel stays by launching the ALL Accor app experience directly within ChatGPT. The move places Accor among the first global hospitality groups to embed its booking and loyalty ecosystem into a conversational AI environment, signaling a shift in how hotel discovery and trip planning are expected to work in the coming years.
Through this new experience, users can interact with Accor’s global portfolio using natural language inside ChatGPT. Travelers can specify destinations, dates, and the number of guests, view available hotels, compare public and loyalty-member rates, and explore practical details such as room categories, amenities, and locations. Once ready to book, users are redirected to the secure ALL Accor booking platform to complete their reservation.
The ChatGPT-based experience has been developed specifically for the AI platform and operates independently from the existing ALL Accor mobile app. It is available in more than 20 languages and across countries where ChatGPT apps are supported, giving Accor immediate access to a broad international audience through one of the world’s most widely used AI tools.
How AI Fits Into Accor’s Digital Strategy
Accor describes artificial intelligence as a foundational element of its broader digital transformation strategy, aimed at creating more intuitive and personalized guest journeys. By bringing ALL Accor into ChatGPT, the group is responding to changing traveler behavior, as more consumers rely on AI-driven tools to research destinations, compare options, and make decisions in a single conversational flow.
The integration allows Accor to meet travelers at the earliest stages of trip inspiration, rather than only at the point of booking. Loyalty-member rates are displayed alongside public pricing, reinforcing the value of the ALL Accor program without requiring users to leave the AI environment to understand the benefits. This approach is designed to strengthen engagement with Accor’s loyalty ecosystem while simplifying the path from discovery to booking.
From a commercial perspective, the launch also benefits hotel owners within Accor’s network. Increased visibility inside ChatGPT can drive demand directly into Accor’s controlled booking channels, helping maintain brand consistency, data ownership, and secure transactions. Redirecting users to the official ALL Accor platform for final bookings ensures that reservations remain within Accor’s ecosystem, even as discovery shifts toward third-party AI interfaces.
More broadly, the move reflects a wider transformation across the travel industry, where conversational AI is beginning to reshape expectations around speed, personalization, and ease of use. Travelers increasingly want fewer steps, faster answers, and planning tools that adapt to their preferences in real time.
Accor’s ChatGPT integration suggests that AI-powered discovery will soon become a standard part of the hotel booking journey. As digital platforms evolve, the launch positions Accor at the forefront of a new phase in hospitality, where loyalty, booking, and inspiration converge inside everyday AI-driven conversations.
