Accor has launched its ALL Accor app within ChatGPT, enabling travelers to search the group’s global hotel portfolio using natural language, see pricing and loyalty member rates, and then complete bookings through Accor’s own platform. According the press statement, the experience is available in more than 20 languages and in regions where ChatGPT apps are supported.
Accor is one of the world’s largest hospitality groups, operating a portfolio of more than 40 brands across luxury, premium, midscale and economy segments. Headquartered in France, the company has expanded globally through a mix of organic growth and acquisitions, with brands that include Raffles, Fairmont, Sofitel, Pullman, Novotel, Mercure and ibis. In recent years, Accor has increasingly centralized its guest-facing strategy around the ALL Accor platform, which combines booking, loyalty and curated experiences, while investing heavily in digital infrastructure, data and partnerships designed to strengthen direct guest relationships in a complex distribution environment.
With the ChatGPT integration, users can search for Accor hotels by destination, travel dates and party size, then review available properties, room types, amenities and pricing across the group’s global footprint. The experience also allows travelers to compare public rates with ALL Accor member pricing, reinforcing the value proposition of the loyalty program at the point of discovery. When a user is ready to book, the flow redirects to Accor’s own booking platform, keeping the transaction within its direct ecosystem rather than completing it inside the AI interface itself.
According to Accor, the integration is designed to reduce friction in the early stages of trip planning by meeting travelers in an interface they are increasingly using for research and decision-making. Rather than replacing existing channels, the ChatGPT experience functions as an additional entry point, optimized for conversational search and personalized recommendations. The feature is available in more than 20 languages and in markets where ChatGPT supports third-party integrations, reflecting Accor’s emphasis on scale and international reach.
While Accor is among the first large hotel operators to offer direct booking and loyalty functionality inside ChatGPT, it is not alone in exploring AI-driven guest engagement. Several major hotel groups, including Marriott International and Hilton, have focused on generative AI through proprietary chatbots embedded in their websites and mobile apps, primarily aimed at customer service, trip planning assistance and loyalty support. Others have partnered with technology providers to deploy AI-powered virtual concierges or messaging tools that operate post-booking rather than at the point of search and discovery. Accor’s approach stands out by placing its full brand portfolio and pricing visibility directly into a third-party AI platform, rather than confining those interactions to owned channels.
The move reflects a broader shift underway in hospitality, as hotel companies evaluate how generative AI may influence search behavior, distribution dynamics and guest expectations. As consumers increasingly turn to conversational interfaces to research travel, hotels face new questions around visibility, brand control and the balance between innovation and reliance on external platforms. Accor’s integration with ChatGPT positions the company as an early tester of that balance, offering a real-world example of how AI-driven discovery might coexist with traditional direct booking strategies.
For Accor, the initiative aligns with a longer-term digital roadmap focused on personalization, loyalty growth and direct engagement. Whether conversational AI becomes a meaningful booking channel at scale remains to be seen, but the integration underscores how leading hotel groups are beginning to treat generative AI not just as a service tool, but as a potential front door to the guest journey.
