Accor has launched ALL Concierge, a conversational artificial intelligence platform designed to assist guests throughout the travel journey.
The platform uses conversational AI to recommend hotels based on travelers' preferences, provide property information, connect guests with Accor's booking platform and assist with booking management and in-stay requests. The launch follows a pilot program that began in July 2025 and included more than 1 million guest conversations.
During testing, Paris-based Accor found that guests used conversational technology for travel inspiration, property discovery, comparison and support in addition to customer service. The company said those findings were incorporated into the latest version of ALL Concierge.
“Every great concierge remembers your name and anticipates what you need before you ask,” Alix Boulnois, chief commercial, digital and tech officer at Accor, said in a statement. “For decades, that level of attention was the privilege of a few. We are making it available to every guest, everywhere, at any hour.”
The platform provides real-time responses and can recognize returning guests, using information including preferences, previous stays and loyalty profiles to personalize interactions. It also can confirm bookings and handle many requests without human intervention.
ALL Concierge is available through Accor's ALL Accor app and ALL.com website, as well as WhatsApp and iMessage. Accor said the platform currently supports 11 languages, with plans to expand language coverage by the end of 2026.
Accor is also deploying AI technology for hotel employees through The Butler, an AI-powered tool intended to provide staff with information, guidance and recommendations for day-to-day operations. The system can also connect employees with human experts when additional assistance is needed.
Accor said the two platforms are intended to support both guest-facing and hotel-team functions, with ALL Concierge handling guest interactions and The Butler providing operational support to employees.