Travel and hospitality / Hotels
Radisson Hotel Group: Hotel search, comparison and direct booking links inside ChatGPT
- Company
- Radisson Hotel Group
- Country
- Multiple countries
- Adoption stage
- In operation
- Source published
- Date basis
- The date the source was published. It can differ from the date adoption started.
- How the source was checked
- Read the full source text
The work problem
According to an OpenAI customer story, travelers increasingly use AI to decide where to stay and often shortlist hotels or plan an entire itinerary before they visit a hotel website. The story explained that Radisson Hotel Group has ten hotel brands across Europe, the Middle East, Africa and Asia Pacific with more than 1,640 hotels in operation or under development, and that Accenture has helped Radisson grow its direct digital booking channel for the past seven years. Borja Lizarraga Rodríguez, Data and AI Lead at Accenture Song, said that almost overnight a new surface appeared where prospects got inspired, compared alternatives and almost made their decision before reaching a hotel website, and that it was critical to make Radisson visible there.
Technology and data
According to the same story, Accenture, an Elite Partner of the OpenAI Partner Network, came up with the idea of a ChatGPT plugin while discussing organic positioning strategies in ChatGPT with OpenAI, and with the help of agentic development built and launched the Radisson Hotels plugin in six weeks. Inside ChatGPT, the plugin shows Radisson hotel suggestions on a map, lets users compare prices and view hotel amenities in detail, and then sends users to the Radisson site to complete their booking. The story explained that after a recent ChatGPT update, users who have installed the plugin no longer need to type @RadissonHotels before their query, because ChatGPT shows the plugin automatically whenever it is relevant. Radisson also runs sponsored advertising in ChatGPT alongside the plugin and treats the two as one discovery strategy, and the story said that the MCP server and APIs Accenture built for the plugin also power the ads experience.
Results
According to the same story, the visit-to-booking conversion rate of the Radisson Hotels plugin in July and August 2026 was about 1.5 times that of Radisson's organic search. The story said that Radisson has expanded the sponsored advertising campaigns it launched in July to more markets in Europe and beyond. According to the story, more than half of the recorded checkout and booking events from the campaigns were attributed through view-through measurement, which looks beyond direct ad clicks, and the summary figures at the top of the story put this share at 54%. Velit Dundar, Vice President of Global Ecommerce at Radisson Hotel Group, said the initial results are encouraging, with the ChatGPT plugin converting at around 1.5 times organic search. The story named encouraging plugin adoption and adding functions inside ChatGPT as Radisson's next priorities.
Limits and open questions
The figures come from a customer story published by the supplier OpenAI, and this review could not confirm material published by Radisson itself. The story did not disclose when the plugin launched, the numbers of visits and bookings behind the 1.5 times comparison, or the effect on booking revenue.
Sources
- Radisson Hotel Group brings hotel discovery into ChatGPTopenai.com, Accessed
Compiled from public sources. These are not results from ATF Works customers.