Radisson Hotel Group Launches ChatGPT Plugin for Direct Bookings

Overview

Radisson Hotel Group has officially launched a custom ChatGPT plugin designed to integrate hotel discovery directly into OpenAI’s conversational interface. Developed in partnership with Accenture Song and built on OpenAI technology, the tool allows travelers to find, compare, and evaluate Radisson properties without leaving the AI chat environment.

This initiative marks a significant shift in how the hospitality giant approaches direct bookings. By meeting consumers at the earliest stages of travel planning, Radisson aims to capture guests who are currently relying on AI assistants to shortlist destinations and accommodations. Early performance data indicates strong engagement, with booking conversions outpacing traditional organic search methods during the initial rollout period.

Strategic Integration and Development

The launch of the plugin represents a convergence of branded digital experiences and sponsored advertising within ChatGPT. Radisson Hotel Group is among the first hospitality pioneers to combine a proprietary branded plugin with paid advertising slots in the OpenAI ecosystem. This integrated strategy is designed to ensure brand visibility across the entire customer journey, from initial inspiration to final checkout.

Accenture played a pivotal role in developing the technical infrastructure for the plugin. Leveraging agentic development methodologies, the team was able to build and deploy the solution in just six weeks. This rapid deployment timeline highlights the efficiency of modern AI development workflows in the enterprise sector. The plugin provides an interactive experience where users can view Radisson hotels on a map, compare pricing across dates, and review detailed amenity information.

"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." — Borja Lizarraga Rodríguez, Data & AI Lead at Accenture Song

A key technical enhancement involves how users interact with the plugin. Recent updates to ChatGPT mean that users no longer need to manually tag the brand with @RadissonHotels to see relevant results. If a traveler has the plugin installed, the system will automatically surface Radisson options whenever the conversation context suggests hotel search intent. This automated discoverability is expected to significantly increase usage rates and reduce friction in the booking path.

Performance and Conversion Metrics

Early results from the plugin’s launch between July and August 2026 demonstrate compelling returns on investment. Data released by the company indicates that the visit-to-booking conversion rate for the ChatGPT plugin is approximately 1.5 times higher than Radisson’s organic search performance during the same period. This suggests that users engaging with AI-driven recommendations are further along in their decision-making process and more likely to convert.

Additionally, the integration of sponsored advertising within the ChatGPT interface has shown strong attribution metrics. Approximately 54% of recorded checkout and booking events were attributed to ad views. This high correlation underscores the effectiveness of placing branded content directly within conversational AI contexts, where users are actively seeking solutions to their travel needs.

The plugin directs users to Radisson’s own digital channels to complete their reservations. This approach aligns with the group’s broader strategy to strengthen its direct booking channel, reducing reliance on third-party online travel agencies. By keeping the transaction on their own platform, Radisson can capture valuable customer data and foster long-term loyalty through its membership programs.

Executive Perspective and Industry Context

Company leadership views this launch as a critical response to changing consumer behaviors. The rise of AI assistants has altered the traditional travel search funnel, with many users now deciding on hotels before ever visiting a brand’s website. Radisson aims to position itself at the forefront of this shift by embedding its offerings into the tools travelers already use daily.

Gianni Di Fede, Chief Commercial Officer at Radisson Hotel Group, emphasized the company's commitment to innovation in the digital space. He noted that the partnership with Accenture and OpenAI is reimagining hotel discovery for a new generation of travelers. The goal is to provide a seamless, branded experience that makes it easier for guests to find and book properties.

"AI is radically transforming how people search for and book hotel stays, and we are committed to being at the forefront of this shift. We are reimagining hotel discovery for the next generation of travelers, meeting guests in the planning moment with a branded experience that makes it easier to find, compare, and book Radisson Hotels properties." — Gianni Di Fede, Chief Commercial Officer, Radisson Hotel Group

Velit Dundar, Vice President of Global Ecommerce, highlighted the importance of connecting conversational moments to direct booking outcomes. He described the plugin as part of a unified discovery strategy that bridges the gap between travel ideas and confident bookings. By integrating the branded app and sponsored advertising, Radisson is building a scalable channel that can evolve alongside changes in travel planning technologies.

Global Reach and Future Outlook

Radisson Hotel Group operates ten distinctive brands across EMEA and APAC, with a portfolio exceeding 1,640 hotels in operation and under development. The company has worked with Accenture for seven years to enhance its direct digital capabilities, combining media strategy with core digital transformation. This long-standing partnership provided the foundational expertise necessary to rapidly adapt to the new AI-driven landscape.

The successful launch of the ChatGPT plugin sets a precedent for the broader hospitality industry. As AI becomes increasingly prevalent in consumer decision-making processes, brands that fail to integrate into these new interfaces risk losing visibility to competitors who do. Radisson’s move demonstrates how large-scale hotel chains can leverage emerging technologies to maintain competitive advantage and drive direct revenue.

Looking ahead, the company plans to continue refining the plugin based on user feedback and performance data. The automatic suggestion feature, which removes the need for manual tagging, is expected to drive further adoption. As OpenAI and other AI platforms evolve, Radisson remains positioned to explore additional opportunities for innovation in guest engagement and booking efficiency.