{"id":12052,"date":"2026-08-01T18:22:30","date_gmt":"2026-08-01T16:22:30","guid":{"rendered":"https:\/\/tragento.com\/?p=12052"},"modified":"2026-08-01T18:22:31","modified_gmt":"2026-08-01T16:22:31","slug":"accor-ai-is-becoming-the-main-topic-of-conversation-with-hotel-owners","status":"publish","type":"post","link":"https:\/\/tragento.com\/en\/accor-ai-postaje-glavna-tema-razgovora-s-vlasnicima-hotela\/","title":{"rendered":"Accor: AI becomes the main topic of conversation with hotel owners"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Accor hotel owners are no longer observing <a href=\"https:\/\/tragento.com\/en\/category\/traveltech\/\" data-type=\"category\" data-id=\"82\">artificial intelligence<\/a> as a standalone technology project. They are asking the group for concrete models to reduce costs, increase revenue, and better connect hotel systems.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/tragento.com\/en\/category\/hotel-resorts\/\" data-type=\"category\" data-id=\"125\">Accor<\/a> during <a href=\"https:\/\/group.accor.com\/en\/finance\/financial-results\">Publication of results for the first half of 2026<\/a>. ...revealed how quickly artificial intelligence has moved up the priority list for hotel owners. According to CEO S\u00e9bastiena Bazin, discussions are no longer primarily about fees, but about how technology can improve hotel margins and service quality.<\/p>\n\n\n\n<h2 id=\"h-vlasnici-ocekuju-mjerljive-ustede\" class=\"wp-block-heading\">Owners expect measurable savings<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Accor estimates that automation with the help of artificial intelligence could bring individual hotels savings of up to 20 percent over the next 12 to 18 months. The group sees the greatest potential in connecting artificial intelligence with hotel management systems, reservations and guest relations systems, i.e. PMS, CRS and CRM platforms.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Such topics already make up approximately two-thirds of conversations with owners, while Bazin expects their share could reach 90 percent in the next year.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It's not just about cutting costs. Better use of data could enable more precise personalisation, higher quality trip planning, and more effective differentiation of loyalty programme members from other guests. The business goal is clear: to increase RevPAR and leave owners with greater net income.<\/p>\n\n\n\n<h2 id=\"h-ai-ulazi-u-hotelsku-distribuciju\" class=\"wp-block-heading\">AI is entering hotel distribution<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Accor is not the only major group accelerating the development of these solutions. IHG has launched an application in ChatGPT and is preparing conversational search on its digital channels. The system encompasses over 7,000 hotels and aims to make it easier for guests to find properties according to their specific needs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Radisson Hotel Group, in collaboration with Accenture, has also introduced an application on ChatGPT. It displays relevant hotels, current availability and prices to users, while bookings are currently completed on Radisson's website. Plans include recognising loyalty programme members, managing bookings, and making reservations within the conversation.<\/p>\n\n\n\n<h2 id=\"h-podaci-i-sadrzaj-postaju-nova-infrastruktura\" class=\"wp-block-heading\">Data and content are becoming the new infrastructure<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Accor achieved almost \u20ac2.8 billion in revenue in the first six months of 2026, while EBITDA rose to \u20ac563 million. However, a more important message for the industry comes from discussions with owners.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Artificial intelligence in hospitality is no longer just about chatbots. It is becoming a new layer of distribution and operational management. Hotels that do not have organised data, up-to-date content, and connected systems will struggle to achieve the promised savings, but also to maintain visibility in channels where algorithms increasingly choose what guests will see.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Vlasnici Accorovih hotela vi\u0161e ne promatraju umjetnu inteligenciju kao izdvojeni tehnolo\u0161ki projekt. Od grupacije tra\u017ee konkretne modele za smanjenje tro\u0161kova, pove\u0107anje prihoda i bolje povezivanje hotelskih sustava. Accor je tijekom objave rezultata za prvo polugodi\u0161te 2026. otkrio koliko se brzo umjetna inteligencija pomaknula prema vrhu&#8230;<\/p>","protected":false},"author":2,"featured_media":8069,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_tragento_display_category":0,"footnotes":""},"categories":[521,125,82],"tags":[68,91,339],"class_list":["post-12052","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hospitality","category-hotel-resorts","category-traveltech","tag-ai","tag-hotels","tag-poslovni-rezultati"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.1 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Accor: AI postaje glavna tema razgovora s vlasnicima hotela - Tragento<\/title>\n<meta name=\"description\" content=\"Discover how Accor rezultati ai transform the hotel industry by enhancing margins and service quality through automation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tragento.com\/en\/accor-ai-is-becoming-the-main-topic-of-conversation-with-hotel-owners\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Accor: AI postaje glavna tema razgovora s vlasnicima hotela\" \/>\n<meta property=\"og:description\" content=\"Discover how Accor rezultati ai transform the hotel industry by enhancing margins and service quality through automation.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/tragento.com\/en\/accor-ai-is-becoming-the-main-topic-of-conversation-with-hotel-owners\/\" \/>\n<meta property=\"og:site_name\" content=\"Tragento\" \/>\n<meta property=\"article:published_time\" content=\"2026-08-01T16:22:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-01T16:22:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/tragento.com\/wp-content\/uploads\/2026\/01\/c3s6_ro_00_p_2048x1536.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2048\" \/>\n\t<meta property=\"og:image:height\" content=\"1536\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"stipan.spaija\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"stipan.spaija\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/tragento.com\\\/accor-ai-postaje-glavna-tema-razgovora-s-vlasnicima-hotela\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/tragento.com\\\/accor-ai-postaje-glavna-tema-razgovora-s-vlasnicima-hotela\\\/\"},\"author\":{\"name\":\"stipan.spaija\",\"@id\":\"https:\\\/\\\/tragento.com\\\/#\\\/schema\\\/person\\\/976de7381c0ffe1f2d445d330d7ce3ae\"},\"headline\":\"Accor: AI postaje glavna tema razgovora s vlasnicima hotela\",\"datePublished\":\"2026-08-01T16:22:30+00:00\",\"dateModified\":\"2026-08-01T16:22:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/tragento.com\\\/accor-ai-postaje-glavna-tema-razgovora-s-vlasnicima-hotela\\\/\"},\"wordCount\":408,\"image\":{\"@id\":\"https:\\\/\\\/tragento.com\\\/accor-ai-postaje-glavna-tema-razgovora-s-vlasnicima-hotela\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/tragento.com\\\/wp-content\\\/uploads\\\/2026\\\/01\\\/c3s6_ro_00_p_2048x1536.jpg\",\"keywords\":[\"AI\",\"hotels\",\"poslovni rezultati\"],\"articleSection\":[\"Hospitality industrija\",\"Hoteli &amp; Resorti\",\"TravelTech\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/tragento.com\\\/accor-ai-postaje-glavna-tema-razgovora-s-vlasnicima-hotela\\\/\",\"url\":\"https:\\\/\\\/tragento.com\\\/accor-ai-postaje-glavna-tema-razgovora-s-vlasnicima-hotela\\\/\",\"name\":\"Accor: AI postaje glavna tema razgovora s vlasnicima hotela - 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