Accor property owners are seeking guidance from the group on how best to incorporate artificial intelligence into operations.
During the group’s earnings call for the first half of 2026, Accor said hotel owners are looking to the company for potential cost savings of up to 20% in the next 12 to 18 months through AI automation.
CEO Sebastien Bazin said improvements through AI could be in personalizated, itinerary/journey as well as a database of ALL loyalty scheme members versus non members.
“How could we actually deliver a better service? How could Accor incorporate AI on anything which is PMS, CRS, CRM? Those are the bulk, if not two thirds, of our conversations with the owners in the last 12 months.” he said.
“It will be probably be 90% of our conversations in the next 12 months. It [the conversation] has nothing to do with who gets what on the fees. It’s how could we be better, both for them on the margin and net in their pocket? And for us, as a better orchestrator, distributor.”
He added that there significant savings and RevPAR to be gained.
The company reported total revenue of almost €2.8 billion for the six months to June 30, 2026, up 0.6% year over year. EBITDA increased to €563 million, up from €552 year over year.
Accor unveiled an app in ChatGPT earlier this year but did not provide an update on the service.
Earlier this week other large hotel groups unveiled their latest developments using the technology. IHG launched conversational AI search across its digital channels beginning with a beta launch on its website and One Rewards loyalty app in the U.S.
The initiative enables trip planning across the group’s 7000-strong hotel portfolio. The company also said its AI-optimized hotel content platform would be implemented in the coming months.
The initiative will enable hotels to upload rich content to help discovery on AI platforms. The company said further AI developments in the pipeline include “more personalized search experiences and agentic booking capabilities.”
IHG spoke about the hotel content platform during its full-year 2025 earnings call earlier this year.
At the time CEO Elie Maalouf said: "It will transform how we structure hotel content and strengthen the digital hooks needed for our hotels to be recommended by AI agents. It will also create new ways to combine and display information, unlocking greater flexibility in how content is created, delivered and personalized."
Elsewhere, Radisson Hotel Group announced a partnership with Accenture to launch an AI-powered hotel discovery app in ChatGPT. The @RadissonHotels app responds to consumer prompts with relevant properties, live inventory and rates, the company said.
The plan is to expand the app to allow for “deeper personalization, loyalty recognition, in-chat booking, reservation management, trip modification and AI concierge capabilities.”