Reinventing Hospitality: How Accor is Leading in the Age of AI

In an increasingly intelligent world, hospitality stands at a pivotal moment. AI is redefining the way travelers search, plan, book, and experience their journeys, compressing tasks that once took hours into fast, intuitive, conversational moments. At the same time, AI presents powerful opportunities for hotels to enhance business performance by streamlining operations, reducing costs, and increasing efficiency.

Accor is actively leading this transformation, shaping the future of hospitality through a differentiating AI strategy rooted in innovation, value, and responsible leadership.

We sat down with Jean-François Guilmard, Chief Data & AI Officer and Nicolas Maynard, SVP Data Science and AI, for a chat on Accor’s vision in this rapidly evolving AI-mediated travel landscape.

How does Accor's AI strategy truly differentiate Accor properties in a competitive market?

Jean-François: Our focus is on making our brands and hotel content more readable, relevant, and visible in AI environments. Generative Engine Optimization (GEO), for instance, helps us improve how our content appears in conversational searches. In a world where travelers may ask for "a romantic hotel in Rome" instead of searching for a brand, this provides a real competitive advantage.

Nicolas: We are extending the Accor experience into new AI-native channels. The launch of the ALL Accor app on ChatGPT exemplifies this: it allows travelers to discover our hotels, access availability and rates, and engage with our universe directly within ChatGPT. This creates a more distinctive and direct brand experience in an increasingly important environment for travel decisions.

How does AI support teams at Accor and contribute to consistent, high-quality service delivery across diverse properties and brands?

Nicolas: AI empowers teams by removing repetitive tasks, allowing them to focus on service quality, problem-solving, and human interactions. It drives consistency via AI assistants and shared practices, supporting teams with content and standards. It’s a strategic reallocation of human capital, which also addresses talent attraction and retention challenges.

What is Accor's strategy for data acquisition and partnerships in the AI space to continuously improve its AI models?

Jean-François: Think of it as building the best possible brain for our AI. We don't try to build everything ourselves; instead, we team up with the smartest tech partners out there, picking the best for each specific job. Our main goal is to create a seamless flow of accurate, organized information, the 'fuel' for our AI.

This means building strong connections and making sure all our hotel information is AI-ready. We also keep a close eye on future trends by partnering with major AI players, ensuring we're always visible where travelers are searching, and tracking how these new AI channels boost our bookings and revenue.

How do we ensure responsible innovation to protect long-term value?

Jean-François: Our strategy is anchored in keeping people at the core of what we do, while generating tangible value for owners, hotels, and teams. Every project is assessed for measurable business impact while ensuring alignments with our hospitality values.

Nicolas: Responsible innovation requires strong governance, human oversight, data protection, clear AI rules, and continuous training. This ensures innovation aligns with brand trust and guest expectations, securing Accor's leadership responsibly and intelligently.

What's next for AI at Accor?

Jean-François: Picture this: AI not just assisting but intelligently orchestrating the entire guest journey, from booking to stay, and proactively optimizing all hotel operations. That's where we're heading. This means we're constantly rethinking everything: how we connect with guests, how we distribute our offerings, and how we personalize experiences.

The future of hospitality won't just be won by the best technology, but by who best uses data, earns trust, and creates truly seamless experiences throughout every step of the traveler's journey.