Radisson Hotel Group partnered with Accenture Song and used OpenAI technology to develop a ChatGPT plugin designed to help travelers discover, compare and book hotels during the early stages of trip planning.
Rapid development and functionality
As an Elite Partner of the OpenAI Partner Network, Accenture worked with OpenAI to explore how Radisson could position itself organically within ChatGPT. From these discussions, Accenture and Radisson developed the Radisson Hotels ChatGPT plugin and launched it in six weeks. The plugin displays Radisson properties on a map, allows price comparisons, and shows detailed hotel amenities directly inside ChatGPT, with a direct path to complete bookings on Radisson’s website.
Early performance and advertising strategy
Radisson reported that during July–August 2026 the plugin’s visit-to-booking conversion was roughly 1.5 times higher than the company’s organic search conversion. In addition to the organic presence the company is among the hospitality pioneers running sponsored advertising in ChatGPT; the branded plugin and paid ads form an integrated discovery strategy. Since launching in July, Radisson’s campaigns have expanded into additional markets across Europe and beyond. More than half of the campaign’s recorded checkout and booking events were attributed via view-through measurement, indicating discovery beyond direct ad clicks.
Technical foundation and next steps
Accenture built the underlying infrastructure — including an MCP server and APIs — to support the Radisson plugin and the ads experience; those components are expected to support future features as well. A recent ChatGPT update means users no longer need to invoke the plugin manually (for example by typing @RadissonHotels); if the plugin is installed, ChatGPT will automatically surface it when relevant, improving discoverability.
Why this matters for Radisson
Radisson Hotel Group manages ten distinct hotel brands across EMEA and APAC, with more than 1,640 hotels in operation and under development. Over the last seven years Accenture has helped Radisson grow bookings through its direct digital channels by combining digital media strategy and execution with a transformation roadmap for core digital capabilities. A stronger direct channel helps Radisson attract guests more efficiently, build repeat relationships, and deliver better commercial outcomes and long-term value for hotel owners.
Leadership perspectives
Borja Lizarraga Rodríguez, Data & AI Lead at Accenture Song, said the emergence of a new surface where prospects get inspired and compare options before visiting hotel websites made it critical to ensure Radisson’s visibility in that experience. Velit Dundar, Vice President, Global Ecommerce at Radisson Hotel Group, added that personalised advice often begins in conversation today, and Radisson moved quickly to be present there. Early results are encouraging, but the company sees this as a starting point and plans to encourage plugin adoption and add functionality within the ChatGPT experience while staying ahead of competitors in leveraging AI-driven changes to travel decision-making.
