Accor Introduces AI Concierge to Support Guests Throughout Their Hotel Journey

Accor has introduced ALL Concierge, a conversational artificial intelligence platform designed to assist travellers at different stages of their hotel journey, from choosing a property to managing a booking and making requests during a stay.

The new service follows a pilot programme that began in July 2025. During the testing period, the platform handled more than one million guest conversations, giving Accor an opportunity to understand how travellers use conversational technology when planning and managing trips.

ALL Concierge allows users to interact with the service through conversation rather than navigating multiple sections of a hotel website or application. It can suggest hotels according to a traveller’s preferences, provide information about individual properties and connect users with Accor’s booking system.

The platform can also help guests with existing reservations and provide assistance during their stay. Accor says the system is available through its digital ecosystem, including the ALL.com website and ALL Accor application, as well as messaging services such as WhatsApp and iMessage. The service currently supports multiple languages, with further expansion planned.

The technology is intended to complement rather than completely replace human interaction. When a request requires additional expertise or cannot be handled by the automated system, the conversation can be transferred to a human employee.

Accor has also introduced The Butler, an AI-based tool aimed at hotel employees. It is designed to provide staff with quick access to information, guidance and recommendations while they handle everyday operational situations.

The launch reflects the growing use of conversational technology within the hospitality industry. Accor's approach combines automated assistance with human support, with the aim of making routine interactions faster while allowing hotel employees to devote more attention to guests and more complex service requirements.

28-09-2026