Accor is turning its AI concierge into a new channel for direct bookings
Accor has launched ALL Concierge, conversational AI assistant which accompanies the guest from inspiration and booking to their stay and loyalty programme. Pilot results show that AI already has a concrete sales role too. The new service is available via ALL.com, the ALL Accor app, WhatsApp and iMessage, in a total of 11 languages. It was developed following a pilot that encompassed more than one million conversations with guests.
ALL Concierge can help with hotel selection, reservations, loyalty status checks, stay modifications, and enquiries during travel. More complex requests can be escalated to a human agent. Accor plans to add map-based hotel comparison, AI review summaries, activity recommendations, partner services, and voice features.
Reservations are already a big part of the conversation
According to pilot data, between 30% and 40% conversations were linked to bookings. Accor recorded higher conversion rates and a greater basket value. This is perhaps the most interesting part of the story. ALL Concierge is not just a chatbot but potentially a new tier of hotel distribution.
For large ones hotel groups The aim is clear: to remain present in the moment when the guest searches for, compares and books accommodation, without surrendering that entire relationship to external AI platforms and intermediaries.
Earlier this year, Accor also launched an application within ChatGPT, while simultaneously introducing The Butler, an AI tool designed for hotel employees.
