At AWS re:Invent in Las Vegas, Amazon Web Services, Inc. (AWS) announced its collaboration with Accor S.A., Europe's largest hospitality company, to launch a groundbreaking generative AI solution for travel planning and booking. This innovative Travel Assistant, developed with support from the AWS Innovation Program, AWS Prototyping, and AWS Professional Services, will be integrated into Accor's booking platform, ALL.com. Utilizing Amazon Bedrock and Amazon SageMaker, the Travel Assistant offers personalized recommendations and conversational advice, enhancing the travel experience from inspiration to post-stay. It aims to transform the booking process by providing a tailored selection of experiences, activities, and special offers, learning from guest preferences to cater to the needs of multimodal travelers. This AI-driven platform is designed to increase booking conversion rates and revenues while reducing call volumes at Accor's contact center, furthering Accor's commitment to enriching the ALL member experience and maintaining high guest satisfaction scores. The Travel Assistant also upholds the highest data privacy standards, being fully GDPR-compliant, ensuring guests' personal data security throughout their booking journey.