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Travelers increasingly turn to AI to decide where to stay, often shortlisting hotels or building an entire itinerary before they ever visit a hotel website. Through its partnership with Accenture Song, Radisson Hotel Group is using OpenAI technology to reach guests earlier in that planning journey. The Radisson Hotels ChatGPT plugin⁠(opens in a new window) helps travelers compare hotels and explore travel options through an interactive experience, and early results show booking conversion approximately 1.5 times that of Radisson’s organic search. Alongside the plugin, Radisson is among the hospitality pioneers running sponsored advertising in ChatGPT⁠(opens in a new window), bringing its branded plugin and paid advertising together as part of an integrated discovery strategy.

A new front door for hotel discovery

Radisson Hotel Group brings together ten distinctive hotel brands across EMEA and APAC, with more than 1,640 hotels in operation and under development. For the past seven years, Accenture has helped Radisson grow bookings through its direct digital channel, combining digital media strategy and execution with a transformation roadmap for its core digital capabilities. A stronger direct digital channel helps Radisson attract guests more efficiently and build relationships that encourage repeat stays. For hotel owners, this translates into stronger commercial performance and greater long-term value from their partnership with Radisson Hotel Group.

This work meant Accenture had a front-row seat to AI’s transformative impact on the travel industry. “Almost overnight, there was a new surface where prospects were getting inspired, comparing different alternatives, and almost making their decision before even reaching a hotel’s website,” explains Borja Lizarraga Rodríguez, Data & AI Lead at Accenture Song. “It was critical for us to ensure the visibility of Radisson across this new experience.”

As an Elite Partner of the OpenAI Partner Network, Accenture collaborated with OpenAI to explore strategies for organic positioning in ChatGPT. From these conversations, Accenture developed the idea of a ChatGPT plugin⁠(opens in a new window): “We wanted to bring the value proposition of Radisson into ChatGPT and make it extremely user-friendly, ensuring things like maps, hotel details, and prices were integrated in the simplest way,” says Lizarraga.

With the help of agentic development, the team built and launched the Radisson Hotels plugin⁠(opens in a new window) in just six weeks. It lets users see Radisson Hotel suggestions on a map, compare pricing, and view hotel amenities in detail directly in ChatGPT, then continue to the Radisson site to complete their booking.

Early results from the Radisson Hotels plugin in ChatGPT show a visit-to-booking conversion rate approximately 1.5 times Radisson’s organic search for July–August 2026. The plugin gives travelers a direct path from conversational hotel discovery to Radisson’s own booking channel.

A recent ChatGPT update means users no longer have to type @RadissonHotels before their query; if they have the plugin installed, ChatGPT will automatically show it whenever relevant. “If you’re planning a trip to Madrid, and there’s a new Radisson Hotel you might want to consider, now in ChatGPT it will just automatically work,” says Brittny Cantor, Agentic Commerce Lead at Accenture. “We’re really excited about that change to increase discoverability.”

Building for the next era of travel

The plugin gives Radisson a new way to reach travelers organically in ChatGPT. Radisson is also among the hospitality pioneers launching sponsored advertising campaigns in ChatGPT as part of an integrated discovery strategy. Since launching in July, its campaigns have expanded into additional markets across Europe and beyond. More than half of the campaign’s recorded checkout and booking events were attributed through view-through measurement, extending Radisson’s assessment of discovery beyond direct ad clicks.

Accenture designed the underlying infrastructure to support more than a single application. The MCP server and APIs that Accenture developed for the Radisson plugin are also powering the ads experience and will play a role in other new features to come.

Radisson is aware that with AI, the way users make decisions about travel has changed dramatically and will continue to evolve. They’re determined to be the first among their competitors to capitalize on these changes, becoming not only a hotel chain but an advisor on the entire travel experience. Its next priorities include encouraging plugin adoption and developing additional functionality within the ChatGPT experience.

“What stands out about Radisson is its ability to move quickly while keeping a clear focus on guests and hotel owners. Together, we are applying new technology where it can make a meaningful difference: helping travelers find the right hotel, strengthening direct guest relationships, and supporting more profitable growth,” Borja Lizarraga says.

“Great stays have always started with good advice. Today, more of that advice happens in conversation, and we moved quickly to be there. Initial results are encouraging, with our ChatGPT plugin converting at around 1.5 times organic search. This is just the start: wherever a journey begins, we want Radisson to be the advisor guests trust and the direct channel that delivers lasting value for our hotels and owners,” says Velit Dundar, Vice President, Global Ecommerce, Radisson Hotel Group.