The new ALL Accor app in ChatGPT allows travellers to search for hotels and view rates in more than 20 languages, before being redirected to Accor's booking platform to make a reservation. Olivia Palamountain reports

Travellers can now search for Accor hotels directly in ChatGPT, marking one of the first integrations between a major hotel group and the AI platform.

The ALL Accor app allows users to specify destination, dates and guest details using natural conversation. Users can view both public rates and ALL loyalty member rates, and access property information including room types, amenities and location within ChatGPT. When ready to book, users are redirected to the ALL Accor booking platform for a secure reservation.

The app is now available in more than 20 languages, in countries where ChatGPT apps are supported. It has been designed specifically for ChatGPT and is distinct from the ALL Accor mobile app.Alix Boulnois, chief commercial, digital and tech officer at Accor, says: "This introduction of the ALL Accor app on ChatGPT marks a pivotal moment for Accor. We are fundamentally transforming how guests interact with our brands, leveraging cutting-edge capabilities to deliver unparalleled convenience and personalisation. This move significantly enhances our ALL Accor loyalty proposition and reinforces our market leadership, creating substantial value across our global network for both our guests and our valued partners."

The launch reflects Accor's strategy to meet travellers on the platforms they use daily. The hotel group positions AI as a foundational element of its approach to creating value for property owners and guests, with the ChatGPT integration designed to make trip preparation more seamless whilst increasing visibility for its global portfolio.

The move comes alongside the January publication of the ALL Accor x Globetrender Experiential Travel Trends 2026 report, which explores eight key trends set to shape consumer travel this year. Based on a Dynata survey of 4,300 travellers across France, Germany, the UK, the US, Brazil, Australia, China, India and the UAE, the research reveals that 25% of travellers would like their online search experience to start with a mood rather than a destination, underscoring a shift towards emotion-led travel.

The report (which is free to download) introduces a proprietary "Vibe Menu" pairing eight trends with corresponding moods, reflecting travellers' search for freedom, authenticity and emotional intensity. The trends include The Endorphin Economy, Hyper Playgrounds, Portable Lifestyles, Social Wellness, Memory Lanes, Earth Syncing, Unfiltered Journeys and Points Maxxing.

The research shows that in a world shaped by economic, social and environmental uncertainty, travellers are increasingly turning to travel as a way to self-regulate, seeking awe, joy and connection as antidotes to stress and instability.

Accor operates more than 5,700 hotels and resorts, 10,000 bars and restaurants, wellness facilities and flexible workspaces across over 110 countries, encompassing more than 45 hotel brands from luxury to economy. The ALL Accor booking platform and loyalty programme connects members to the group's portfolio and offers access to experiences beyond hotel stays.