Accor Launches App in ChatGPT to Compete for Early Bookings
Photo Credit: Accor's ALL app listed in ChatGPT’s app store. Screen captured via ChatGPT
Skift Take
ChatGPT isn’t replacing hotel distribution yet, but it’s becoming too important for hotels to ignore as AI reshapes how trips are planned.
Accor on Thursday launched a branded app inside ChatGPT, marking an early move by a hotel group into OpenAI's in-chat app ecosystem.
The launch follows earlier rollouts by Booking.com and Expedia, which have established ChatGPT as a discovery platform rather than a closed booking environment.
Users can access the app through OpenAI's app store and search Accor's hotels using conversational prompts. Results display available properties with pricing and basic details before redirecting users to Accor's booking platform to complete reservations.
For Accor, the rationale is straightforward: use ChatGPT to reach travelers earlier in the booking journey, before demand flows to OTAs or search engines. The platform isn't meant to replace existing channels — it's an additional touchpoint for discovery.
“ChatGPT is providing us access to a large custom
