Accor moves to a new stage in its artificial intelligence strategy with the deployment of ALL Concierge.
After a pilot phase that generated more than a million conversations, the hotel group is extending this conversational assistant to its main channels, with the goal of supporting customers before, during and after their stay.
Accessible 24/7, ALL Concierge guides the traveler from inspiration to managing their reservation.
The tool can notably propose destinations and hotels according to expressed preferences, compare establishments, provide practical information about services, or guide directly to the booking.
The assistant can also answer questions related to an existing reservation and recognize ALL Accor loyalty program members in order to tailor its responses to their profile and past stays.
After a pilot phase that generated more than a million conversations, the hotel group is extending this conversational assistant to its main channels, with the goal of supporting customers before, during and after their stay.
Accessible 24/7, ALL Concierge guides the traveler from inspiration to managing their reservation.
The tool can notably propose destinations and hotels according to expressed preferences, compare establishments, provide practical information about services, or guide directly to the booking.
The assistant can also answer questions related to an existing reservation and recognize ALL Accor loyalty program members in order to tailor its responses to their profile and past stays.
Accor: a pilot phase of over a million conversations
Launched in the pilot phase in July 2025, ALL Concierge drew on the analysis of more than one million customer conversations to refine its features.
Accor notes that travelers’ expectations extended beyond simple customer service, with a desire for inspiration, comparison and guidance throughout the journey.
The service is now available on ALL.com in 11 languages, as well as on the ALL Accor app and messaging platforms such as WhatsApp and iMessage. Accor plans to gradually extend its availability to all languages covered by the group by the end of the year.
The AI is however not designed as a systematic substitute for the teams. When a request requires human intervention, the customer can be transferred to an Accor colleague.
The group also notes that certain situations identified as sensitive may trigger this handover.
Accor notes that travelers’ expectations extended beyond simple customer service, with a desire for inspiration, comparison and guidance throughout the journey.
The service is now available on ALL.com in 11 languages, as well as on the ALL Accor app and messaging platforms such as WhatsApp and iMessage. Accor plans to gradually extend its availability to all languages covered by the group by the end of the year.
The AI is however not designed as a systematic substitute for the teams. When a request requires human intervention, the customer can be transferred to an Accor colleague.
The group also notes that certain situations identified as sensitive may trigger this handover.
Des fonctionnalités appelées à s’élargir
The scope of ALL Concierge still needs to evolve in the coming months. Accor plans notably more advanced comparison features, integrating AI-synthesized customer reviews, as well as recommendations for activities and local events proposed with its partners.
The service should also progressively enable ALL Accor members to optimize the use of their points and benefits, to modify or cancel a booking directly from the conversational interface, and then access their invoices and loyalty information after their stay.
In the long term, Accor also intends to enable a voice interaction with ALL Concierge. Meeting and event spaces are to be integrated into the solution at a later stage.
The service should also progressively enable ALL Accor members to optimize the use of their points and benefits, to modify or cancel a booking directly from the conversational interface, and then access their invoices and loyalty information after their stay.
In the long term, Accor also intends to enable a voice interaction with ALL Concierge. Meeting and event spaces are to be integrated into the solution at a later stage.
The “Butler” for hotel teams
In parallel, Accor is developing “Butler,” an AI assistant designed for hotel staff. It is intended to give them quick access to information, advice and recommendations, but also to summon the right experts when intervention is necessary.
This initiative fits into Accor’s broader AI strategy. According to the group, 82% of its headquarters staff currently use AI tools in their daily activities. Accor also says it aims to automate certain internal tasks to free up time for interactions with guests.
At the conference, Alix Boulnois, Chief Commercial, Digital & Tech Officer of Accor, summarized this approach around the idea of “automating the ordinary” to leave more room for the human relationship in hospitality.
Finally, regarding data, Accor says it relies on several internal agents and different AI models, while ensuring GDPR compliance. The group notes that data are used in aggregated form to identify certain trends and to personalize interactions with customers.
This initiative fits into Accor’s broader AI strategy. According to the group, 82% of its headquarters staff currently use AI tools in their daily activities. Accor also says it aims to automate certain internal tasks to free up time for interactions with guests.
At the conference, Alix Boulnois, Chief Commercial, Digital & Tech Officer of Accor, summarized this approach around the idea of “automating the ordinary” to leave more room for the human relationship in hospitality.
Finally, regarding data, Accor says it relies on several internal agents and different AI models, while ensuring GDPR compliance. The group notes that data are used in aggregated form to identify certain trends and to personalize interactions with customers.
Publié par Amelia Brille Rédactrice TourMaG.com Voir tous les articles d’Amélia Brille
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