Accor has launched its ALL Accor loyalty app within ChatGPT to allow travellers to search and book hotels using natural language queries. Users specify destinations, dates, room types, amenities, and price ranges in over 20 languages, with results showing public rates and preferential loyalty member pricing before redirecting to the secure ALL Accor booking platform. The integration targets the platform’s 800 million weekly active users and aims to simplify trip planning with personalised recommendations.
The move positions Accor alongside other travel companies such as Booking.com and Expedia that incorporate artificial intelligence tools for enhanced customer experiences. Best Western pursues a separate AI-powered planner for events like the FIFA World Cup, while Expedia and Tripadvisor offer similar features in select markets. Accor stresses the ChatGPT app remains distinct from its main mobile application and focuses on convenience without replacing human hospitality.
Alix Boulnois, Accor’s chief commercial, digital and tech officer, shared “this is a pivotal moment that will deliver unparalleled convenience and personalisation”.
