Accor reaches a new milestone with ALL Concierge, hospitality's first end-to-end conversational travel companion deployed at scale

Pioneering the next era of personalized hospitality, Accor, a world-leading hospitality group, today announces the full launch of its ALL Concierge. Following a successful pilot phase, this launch constitutes a major development in Accor’s AI strategy and is the first time a hospitality group has undertaken a large-scale roll-out of a fully conversational AI companion.

Providing a continuous and intelligent presence across every touchpoint, this next-generation interface is a major evolution in Accor’s approach to guest engagement, from initial travel inspiration through to booking management and in-stay interactions.

Accompanying guests seamlessly from travel inspiration through booking and beyond, the ALL Concierge can suggest tailored hotels based on their desired vacation style, mood or experience, provide detailed property information and connect guests seamlessly to Accor’s booking platform, all within one conversation.

Learning from more than 1 million guest conversations during its pilot phase, which started in July 2025, Accor has used the resulting insights to enhance ALL Concierge launch and scale delivery to now cover 11 languages and 5 major platforms. Testing showed that guests look to conversational technology for much more than customer service, using it for inspiration, discovery, comparison and support throughout their journey. These learnings have been embedded into the latest version of the platform, helping create more relevant and continuous engagement with guests while allowing human teams to focus on the moments where expertise, empathy and personal connection matter most.

What sets this concierge apart is the depth of its intelligence and the continuity of the relationships it enables. The ALL Concierge provides contextual answers to guest questions in real time, with an average response time of under a few seconds. It recognizes returning guests to deliver personalized responses, drawing on their preferences, past stays, and loyalty profile to make every interaction feel familiar, not transactional. It confirms bookings directly and resolves most requests autonomously but whenever a human touch is needed for complex inquiries or specific requests, a member of the support team can step in at any moment, ensuring a seamless handover that never interrupts the experience.

Accor has always believed that great hospitality is built on presence, attention, and an ongoing dedication to guests. Today the Group is scaling this commitment, making genuinely personalized hospitality instantly accessible to every guest, everywhere, at any moment. From day one, the ALL Concierge has been designed for Accor's global footprint. The service supports 11 languages, expanding to all languages by the end of the year, and is available across Accor's own platforms, the ALL Accor app and ALL.com website, as well as the messaging apps travelers already use daily: WhatsApp and iMessage, bringing the concierge wherever guests already are, in the language they speak.

Every great concierge remembers your name and anticipates what you need before you ask. For decades, that level of attention was the privilege of a few. Today, we are making it available to every guest, everywhere, at any hour. And yet, behind every exceptional stay, there will always be a person who cares. Our teams are the heart of Accor. What changes today is that they will have a companion just as tireless and attentive, freeing them to focus on what no technology will ever replicate: the human connection that makes hospitality truly memorable.

Alix Boulnois, Chief Commercial, Digital & Tech Officer at Accor

Empowering hotel teams with “The Butler”

In parallel, Accor is putting AI directly into the hands of hotel teams with The Butler, a new AI-powered everyday companion designed to make their day simpler and help them focus on what truly matters: creating exceptional moments for every guest. Always available, The Butler accompanies hotel teams throughout their day, giving them instant access to the information, guidance, advice and recommendations they need, helping them navigate everyday situations and connecting them with the right human experts whenever needed. By making everyday work simpler and more seamless, The Butler creates more space for teams to be present with guests and deliver attentive, personal and meaningful hospitality.

Together, ALL Concierge and The Butler bring Accor’s vision for AI to life on both sides of the hospitality experience: making every interaction simpler for guests and every day more seamless for hotel teams, while creating more space for what technology can never replace: human connection.

Questions & Answers

On which channels, in what languages and in which countries is the ALL Concierge already available?

The ALL Concierge is currently available on the ALL Accor mobile app in 4 languages across 5 points of sale – and is set to be deployed across all points of sale by the end of the year. It is also accessible on the ALL.com website in 11 languages, as well as on major messaging platforms including WhatsApp and iMessage.

What services does the ALL Concierge offer today?

The ALL Concierge currently offers the following capabilities:

• Inspirational discovery

• Hotel research & comparison

• Instant property information (accessing breakfast hours, restaurant menus, spa details, etc.)

• Seamless booking transition

• Booking management (including Q&A on existing reservations)

• Real-time support

• ALL Accor member recognition

And what are the next features?

The ALL Concierge is evolving rapidly. The experience will progressively expand with more advanced features:

• Contextual assistance: It will adapt its assistance depending on the section of the platform the user is visiting.

• Advanced comparison capabilities: Guests will be able to compare hotels directly on a map using AI-synthesized customer reviews, and even compare destinations themselves based on specific criteria.

• ALL Accor program benefits: The ALL Concierge will help members optimize their loyalty experience by suggesting personalized ways to earn and use points and benefits.

• Partnership contextual recommendation: Guests will receive proactive reminders of key partnerships, such as Air France, with the ability to instantly link their loyalty accounts and earn points across both programs.

• Personalized activities & events recommendation: The ALL Concierge will recommend curated events and local experiences via partners like Fever, while allowing members to seamlessly book them using their ALL reward points.

• Post-booking support: Guests will be able to modify or cancel existing bookings directly within the conversational interface.

• Post-stay experience: It will simplify post-stay requests, allowing guests to instantly retrieve their hotel invoices and automatically claim or track their loyalty points.

• From chat to voice: Guests will be able to speak directly with the ALL Concierge. Integrated with Accor Contact Centers and hotel phone lines, it will answer incoming calls and provide instant verbal support.