How Figma Make helps the design team shape decisions at Accor

At global hospitality group Accor, design has always played a strategic role—but with the introduction of AI and Figma Make, that role is evolving faster than ever.

When the team set out to present a vision for the future of conversational travel to digital leadership, they faced a challenge: how to make that vision tangible. Instead of static concepts, they used Figma Make to transform ideas into a high-fidelity prototype in just a few days.

This wasn’t just about speed. The real breakthrough was alignment. With ten designers contributing across the full customer journey, real-time prototyping allowed the team to rapidly explore ideas, challenge assumptions, and define a shared direction. In just three days, they delivered a cohesive, design-system-compliant experience that leaders could interact with—shifting conversations from abstract vision to concrete strategy.

The impact has been significant. Designers now spend less time on production and more time shaping meaningful, emotionally resonant experiences. More importantly, design is contributing earlier in the process, influencing decisions at a strategic level.

For Accor, this marks a shift toward AI-powered, personalized travel experiences. What began as a prototype is quickly becoming reality—demonstrating that design is no longer just execution, but a key driver of business transformation.

Watch the video to see how they did it, and check out how Accor are using Figma across their design, product and engineering teams in this customer story.