Pioneering the Next Era of Personalized Hospitality with ALL Concierge

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

September 24, 2026

Following a successful pilot phase, we’re proud to announce the full launch of ALL Concierge. This deployment constitutes a major development in Accor’s AI strategy, marking the first time a global hospitality group has rolled out a fully conversational AI companion at this scale.

At Accor, we have always believed that great hospitality is built on presence, attention, and a deep dedication to our guests. By scaling this commitment, we are making genuinely personalized hospitality instantly accessible to every guest, everywhere, at any moment.

A Major Evolution in Guest Engagement

ALL Concierge redefines how guests interact with our brands by offering a continuous, intelligent presence within a single conversation. It allows guests to:

Discover & Compare: Receive tailored hotel suggestions based on their desired vacation style, mood, or past experiences.
Access Instant Details: Retrieve real-time property details, dining hours, and amenities.
Book & Manage: Connect directly to Accor’s booking platform, modify reservations, or access post-stay support.

What sets ALL Concierge apart is its intelligence and continuity. Operating with an average response time of under a few seconds, it recognizes returning loyalty members to deliver highly familiar, personalized recommendations based on their preferences and past stays.

While the AI resolves most requests autonomously, we have perfected a hybrid "human-in-the-loop" journey. If a complex request arises, a support team member can step in instantly without ever interrupting the conversation flow.

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, Accor

Built for Accor's global footprint and trained on over 1 million conversations during its pilot phase, ALL Concierge is available 24/7 in 11 languages across ALL.com, the ALL Accor app, WhatsApp, and iMessage, meeting guests in the language they speak, on the channels they use daily.

Empowering Hotel Teams with "The Butler"

To drive operational excellence, we are putting AI directly into the hands of our 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.

READ THE PRESS RELEASE

Frequently Asked Questions

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 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.

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

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.