Accor brings its booking and loyalty platform into ChatGPT

The company's ALL platform tests AI-driven distribution as conversational search reshapes how guests find and choose hotels

Accor has launched the ALL Accor app within ChatGPT, allowing travelers to search, compare, and explore Accor hotels using natural language. The initiative positions Accor as one of the first global hotel groups to extend its booking and loyalty ecosystem into a conversational AI environment where travel discovery increasingly begins. Guests can view destinations, dates, room options, amenities, and both public and loyalty rates, before being redirected to Accor’s own platform to complete a secure booking. For hoteliers, the move signals how AI-driven interfaces are becoming an important new layer in the distribution and guest journey.

Key takeaways

• AI-native discovery channel: Accor is experimenting with ChatGPT as an early-stage discovery and research channel, where guests increasingly shape travel decisions before visiting hotel websites.
• Loyalty integrated at search stage: ALL member rates are visible directly in ChatGPT, reinforcing loyalty value earlier in the funnel rather than only at checkout.
• Controlled booking ownership: Despite using ChatGPT for discovery, Accor keeps transactional control by redirecting guests to its own booking platform.
• Expanded digital visibility: Presence inside ChatGPT increases exposure of Accor’s portfolio on one of the world’s most-used AI platforms, beyond traditional search and OTA channels.
• Global scalability: Availability in over 20 languages allows Accor to test AI-driven guest engagement across multiple markets simultaneously.
• Strategic signal for hoteliers: The launch highlights how major groups are preparing for AI-mediated travel planning, where visibility, content quality, and brand integration matter as much as traditional channels.

Source: Accor

Enjoying this analysis? Hospitality.today delivers daily insights on hotel distribution, AI trends, and travel commerce — straight to your inbox. Subscribe for free at Hospitality.today →