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specifically focused on repeat guests and our loyal members, encouraging them to return to our establishments without an intermediary.
Our strategy is about balance. On one hand, we work with global OTA leaders and key local partners to make sure our properties are accessible to travelers everywhere. On the other hand, we continue to strengthen our direct channels by offering guests more value when they book with us. To achieve this, ALL Accor is central, delivering unique benefits and increasingly rich daily experiences that OTAs simply can’ t replicate. Ultimately, our strategy is about smart coexistence.
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HOTELS: As we move through 2025 and into 2026, what will be the biggest digital trend to watch out for in hospitality and what, specific to Accor, should we look out for? Boulnois: The biggest digital trend in hospitality will be the move from traditional search and booking funnels( i. e., a keyword-based model where content is pushed to users) to conversational AI platforms( i. e., a customer data-based model that pulls needs from dialogue). This paradigm shift will fundamentally alter how guests discover and book their travel experiences. By 2026, traditional search engine volume is expected to fall by about 25 %, largely due to the rise of AI‐driven search agents and assistants. Travelers are |
Orient Express La Minerva in Rome opened in April 2025 and is the first hotel under the Orient Express brand. Photo credit: Alexandre Tabaste
moving away from the old linear“ Google Search” funnel and toward dynamic, conversational models that feel more like a dialogue than a query box.
We’ re leaning into this change in two big ways. First, we’ re making sure our brands are highly visible
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and discoverable within these emerging AI‐powered recommendation systems. This includes forging strategic partnerships with major AI players across different regions to ensure our presence in these new digital landscapes. Second, we are committed to enabling |
seamless and intuitive direct booking experiences for guests directly through AI-powered platforms. We are actively revamping our own search experience, powering it with AI to offer a more intelligent and personalized journey for users on our direct channels. |
November 2025 hotelsmag. com 59 |